Retargeting with placeholders

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 texts.

​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 "[…]" tag at the end of the corresponding ad text allows words to be abbreviated and an ellipsis ("…") to close the text. This is separated by whole words, not by individual letters.

Fallback Texts

Each placeholder must contain a fallback text. This is used if the replacement of the placeholder exceeds the maximum number of characters of the respective ad text or if replacement is not possible. Consequently, a fallback text must only be long enough so that the maximum number of characters is not exceeded. Fallback texts are always adopted exactly as defined in the placeholder and are not changed in capitalisation.

{placeholder_name:Fallback-Text}

{placeholder_name:Fallback-Text}

{placeholder_name:Fallback-Text}

Fit Placeholders

In contrast to normal placeholders, the abbreviation "fit" must also be appended to the name of the placeholder here. There may only be one fit placeholder as the sole placeholder in the ad text 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 number of characters is reached. If even the first word is still too long, the fallback text of the placeholder is used. The fit placeholder is therefore particularly suitable for the headline of an ad.

{placeholder_namefit:Fallback-Text}

{placeholder_namefit:Fallback-Text}

{placeholder_namefit:Fallback-Text}

Available Placeholders

Depending on which fields are available and assigned in your product feed, the following Dynamic Ads placeholders are available for ad texts.

{product_name:Television}

{product_name:Television}

{product_name:Television}

{category:Electrical appliances}

{category:Electrical appliances}

{category:Electrical appliances}

{price:£19.99}

{price:£19.99}

{price:£19.99}

{price_truncated:£199}

{price_truncated:£199}

{price_truncated:£199}

{price_from:from £19.99}

{price_from:from £19.99}

{price_from:from £19.99}

{price_truncated_from:from £199}

{price_truncated_from:from £199}

{price_truncated_from:from £199}

{sale_price:£149.99}

{sale_price:£149.99}

{sale_price:£149.99}

{sale_price_from:from £149.99}

{sale_price_from:from £149.99}

{sale_price_from:from £149.99}

{sale_price_truncated:£199}

{sale_price_truncated:£199}

{sale_price_truncated:£199}

{sale_price_truncated_from:from £199}

{sale_price_truncated_from:from £199}

{sale_price_truncated_from:from £199}

{shipping_cost:£3.99}

{shipping_cost:£3.99}

{shipping_cost:£3.99}

{​arrival_city:New York}

{​arrival_city:New York}

{​arrival_city:New York}

{​adults:2}

{​adults:2}

{​adults:2}

{​children:1}

{​children:1}

{​children:1}

{​rooms:3}

{​rooms:3}

{​rooms:3}

{​checkin_date:01/01/2020}

{​checkin_date:01/01/2020}

{​checkin_date:01/01/2020}

{​checkout_date:15/01/2020}

{​checkout_date:15/01/2020}

{​checkout_date:15/01/2020}

{​param1:Text}

{​param1:Text}

{​param1:Text}

{​param2:Text}

{​param2:Text}

{​param2:Text}

{​param3:Text}

{​param3:Text}

{​param3:Text}

{​param4:Text}

{​param4:Text}

{​param4:Text}

{​param5:Text}

{​param5:Text}

{​param5:Text}

Placeholder Examples

Simple

Ad text with the placeholders "product_name" (job title) and "param1" (company). If the replaced text exceeds the maximum character count, then the fallback texts are used

Apply now as {product_name:specialist} at {param1:us}

Apply now as {product_name:specialist} at {param1:us}

Apply now as {product_name:specialist} at {param1:us}

Keyword matched with product:

Apply now as [developer] at [AdUp Technology]!

Keyword matched with product but text too long:

Apply now as [specialist] at [us]!

Keyword did not match product:

Apply now as [specialist] at [us]!

Force placeholder replacement

Here, the tag "[...]" is also appended to the end of the ad text in order to force placeholder replacement and instead display an ellipsis ("...") at the end of the text if the maximum number of characters is reached.

Apply now as {product_name:specialist} at {param1:us}![

Apply now as {product_name:specialist} at {param1:us}![

Apply now as {product_name:specialist} at {param1:us}![

Keyword matched with product:

Apply now as [developer] at [AdUp Technology]!

Keyword matched with product but text too long:

Apply now as [Python Software Developer] at [AdUp] ...

Keyword did not match product:

Apply now as [specialist] at [us]!

Fit placeholders

Ad text with the fit placeholder "product_namefit".  As a result, a word is removed from the end of the replaced text until the maximum number of characters is reached. In this case, an ellipsis ("...") is automatically appended to the end of the text.

{product_namefit:UK's major price comparison - multiple test winner with TÜV certificate!}

{product_namefit:UK's major price comparison - multiple test winner with TÜV certificate!}

{product_namefit:UK's major 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 did not match product:

[UK's major price comparison - multiple test winner with TÜV certificate!]