Ad Parameters

This guide describes ad parameters (AdParams), that enable the dynamic update of numerical information within an ad, without having to resubmit the ad for review and approval.

Overview

Using ad parameters with TextAds is similar to keyword insertion, where markups within the TextAd are replaced during display. The advantage of ad parameters and keyword insertion is to permit updates to your ads without the overhead of the validation and approval process. Unlike keyword insertion, ad parameters are updated via the API, on a per-keyword-adgroup basis.

Each TextAd can contain up to two ad parameters.

Bicycle ad example

Ad parameters can make ads more interactive, and therefore more engaging. Consider a bicycle store selling bikes online: An ad that shows updated inventory and gradually decreasing prices may be an effective strategy for increasing sales. You can implement this by embedding two ad parameters, one for the price of the product and one for the remaining stock.

The steps below illustrate how to create such a TextAd with ad parameters:

  1. Select an appropriate AdGroup.

    Ad Group Diagram
  2. Create a TextAd using the AdGroupAdService with AdParam markup.

    Text Ad Diagram

    The markup format is {param<num>:<default value>}. Note that the default value is the only value for the parameter that contains text.

  3. Create or select a relevant Keyword using the AdGroupCriterionService.

    Keyword Diagram
  4. Create or update the AdParam using the AdParamService.

    Ad Param Diagram

To update the value of an AdParam over time, simply repeat step 4, specifying a different value. You can do this as often as you like, without having to send the ad out for review each time.

Steps 1 through 3 can be done using the AdWords interface or AdWords Editor. Step 4 (the setting of the params) is done through the API.

Code examples

Code examples in each of the supported languages can help you get started:

Additional notes

All AdParams contain default values that are specified when creating the TextAd (step 2 in the example above). Default values can contain text, whereas other AdParam values can contain only numbers and specific currency symbols.

A default AdParam value in an ad is replaced with another only if all of the following criteria are met:

  • An AdParam value is set for the Keyword, AdGroup, and paramIndex of that impression (step 4 in the example above).
  • The length of all text fields in the ad is under the line length limits, after ad parameters (and if applicable, keyword insertion) have been applied.
  • The ad is being shown on the Google Search Network.

If any of these criteria aren't met, only default values are used. Thus, it's important that you specify appropriate default values to ensure your ads display correctly.

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