Campaign
Dynamic Ads with placeholders
Personalise your Dynamic Ads with placeholders from your product feed. Learn how placeholders, fallback texts and fit placeholders work and how to optimally design dynamic ads.
Overview
With the help of placeholders, you can highly individualise your ad copy and thus cover thousands of products or destinations simultaneously while achieving higher click-through rates. The prerequisite is a product feed containing the corresponding information.
Usage
You can use placeholders in:
Headline (max. 35 characters)
Ad text (max. 80 characters)
Display URL (max. 35 characters)
Final click URL (for an individual URL per product)
Replacement logic
Placeholder replacement can be controlled directly when creating the text.
Scenario 1
The text with replaced placeholders fits within the character limit (e.g. 75/80 characters).
In this case, all placeholders are replaced.
Scenario 2
The text with replaced placeholders does not fit within the character limit (e.g. 85/80 characters).
Option A The fallback texts of the placeholders are used everywhere.
Option B Using the marker “[…]” at the end of the corresponding ad text allows words to be abbreviated and an ellipsis (“…”) to end the text. The split is made after whole words, not individual letters.
Fallback texts
Each placeholder must contain a fallback text. This is used if replacing the placeholder exceeds the maximum character count of the respective ad copy or if replacement is not possible. Consequently, a fallback text must only be short enough so that the maximum character count is not exceeded. Fallback texts are always adopted exactly as defined in the placeholder and are not changed in terms of capitalisation.
Normal placeholders
Placeholders always start and end with a curly bracket. The name of the placeholder and the fallback text are separated by a colon.
{placeholder_name:fallback text}
Fit placeholders
Unlike normal placeholders, the abbreviation “fit” must be added to the name of the placeholder here. There can only be one fit placeholder as the sole placeholder in the ad copy, because the value of this placeholder completely replaces the rest of the text. If the value is too long, a word is removed from the end until the maximum character count is reached. If even the first word is still too long, the placeholder's fallback text is used. The fit placeholder is therefore particularly suitable for the headline of an ad.
{placeholder_namefit:fallback text}
Available placeholders
Depending on which fields are present and assigned in your product feed, the following Dynamic Ads placeholders are available for ad copy.
Name | Description | Example |
|---|---|---|
Name | product_name |
|
Category | category |
|
Price with decimal places | price |
|
Price without decimal places | price_truncated |
|
“From” price with decimal places | price_from |
|
“From” price without decimal places | price_truncated_from |
|
Discount price | sale_price |
|
Discount price as “From” price | sale_price_from |
|
Discount price without decimal places | sale_price_truncated |
|
Discount price as “From” price without decimal places | sale_price_truncated_from |
|
Shipping costs | shipping_cost |
|
Departure (City) | departure_city | {departure_city:London} |
Arrival (City) | arrival_city |
|
Number of adults | adults |
|
Number of children | children |
|
Number of rooms | rooms |
|
Check-in date | checkin_date |
|
Check-out date | checkout_date |
|
Custom 1 | param1 |
|
Custom 2 | param2 |
|
Custom 3 | param3 |
|
Custom 4 | param4 |
|
Custom 5 | param5 |
|
Examples
Simple
Ad copy with placeholders “product_name” (job title) and “param1” (company). If the replaced text exceeds the maximum character count, the fallback texts are used
Apply now as a {product_name:specialist} at {param1:us}!
Keyword matched with product:
Apply now as a [developer] at [AdUp Technology]!
Keyword matched with product but text too long:
Apply now as a [specialist] at [us]!
Keyword does not match product:
Apply now as a [specialist] at [us]!
Force placeholder replacement
Here, the marker “[…]” is additionally appended to the end of the ad copy to force placeholder replacement and show an ellipsis (“…”) at the end of the text instead if the maximum character count is reached.
Apply now as a {product_name:specialist} at {param1:us}![...]
Keyword matched with product:
Apply now as a [developer] at [AdUp Technology]!
Keyword matched with product but text too long:
Apply now as a [Python software developer] at [AdUp] …
Keyword does not match product:
Apply now as a [specialist] at [us]!
Fit placeholders
Ad copy with the fit placeholder “product_namefit”. As a result, a word is removed from the end of the replaced text until the maximum character count is reached. In this case, an ellipsis (“…”) is automatically appended to the end of the text.
{product_namefit:UK's great price comparison - multiple test winner with TÜV certificate!}
Keyword matched with product:
[80 Inch LED Flat Screen TV Black]
Keyword matched with product but text too long:
[80 Inch LED Flat Screen TV Black (Ultra HD, HDR, 3D, Triple Tuner] …
Keyword does not match product:
[UK's great price comparison - multiple test winner with TÜV certificate!]
