Dynamic Text

Objective: Learn about using dynamic text in ads.

Introduction
What is Dynamic Text?
Creating an Ad with Dynamic Text

Introduction

You can create customized ads that are targeted to your customers by using dynamic text.

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What is Dynamic Text?

With dynamic text, you use text variables to customize your ad. Dynamic text is a word, phrase, or other information that is inserted into an ad title, ad text, or the display or destination URL for your ad. Dynamic text customizes an ad so it uses the keyword for which a potential customer has searched.

Because a custom ad is more likely to match a search query and appeal to potential customers, using dynamic text can help improve the click-through rate (CTR) and conversion rate of your ads. You can also use dynamic text as a placeholder so you can quickly update multiple ads simultaneously.

There are three types of dynamic text: keyword, destination URL, and placeholder.

Use this type of dynamic text To

Keyword {keyword} Customize your ad based on search queries
Destination URL {param1} Change the destination URL based on search queries
Placeholder {param2} {param3} Revise your ads using placeholders

For detailed definitions and examples of each type of dynamic text, see adCenter Help: http://help.live.com/help.aspx?project=adCenter_ContentAds_Beta_
ss&mkt=en-us&querytype=keyword&query=yekdi110

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Creating an Ad with Dynamic Text

The following is an example of an ad that uses dynamic text. This ad for an online florist mentions a flower sale, but it isn't very specific:

Fresh flowers online
All flowers on sale and ready to ship anywhere!
www.contoso.com

Review this new ad that uses dynamic text. "Flowers" has been replaced with "roses," the keyword specified by the customer.

Fresh roses online
All roses 15% off until Valentine's Day.
www.contoso.com/roses

This ad will display the keyword "roses" only if the customer searches for "roses" and only if you've included the word "roses" in your keywords list. Your ad will never display keywords that are not on your keywords list.

To insert dynamic text for your keywords, complete these steps:

  1. Click the Campaigns tab.
  2. On the Select a campaign page, click the campaign to edit.
  3. On the Select an ad group page, click the ad group to edit.
  4. Click the Ads tab, under Saved ads, click the ad to edit.
  5. Under the Ad title, Ad text, Display URL, or Destination URL boxes, click Insert dynamic text, and then click Keyword {keyword}.
  6. Repeat this step if you want the keyword to appear more than once in your ad.
  7. Click Save.

Note
When using {keyword} dynamic text, make sure the variables don't result in ads that are too long. Ad titles cannot exceed 25 characters, and ad text cannot exceed 70 characters. For example, if your ad title is " {keyword} free delivery" and one of your {keyword} variables is "mountain bike parts," your ad would not display.

Tip
When creating an ad using dynamic text, you should also create an ad within the same ad group that does not use dynamic text. Then, if the dynamic text ad is disapproved because a {keyword} variable exceeds the limits, the ad with the static text is displayed instead.

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