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Normally, any change to a responsive search ad triggers an ad review process,
which both takes time and wipes out all stats for the ad. However, the ability
to quickly adjust an ad is often beneficial: Small changes in the ad could have
drastic impact on the perceived relevance. Compare the following ads:
Regular ad
Enhanced ad
"Sale ends in 14 hours" conveys more urgency than simply "Sale ends soon".
Furthermore, if prospective customers view your ad again three hours later,
they will see "Sale ends in 11 hours", convincing them that there is an actual
countdown.
Ad params lets you change numerical values inside of an ad text without having
to create a new ad. Furthermore, the values of the parameters are tied to
keywords, so different keywords can trigger different versions of an ad.
Setup
To use ad params, you need an ad set up with parameterization in its fields.
For example, you could have a
ResponsiveSearchAd
that has a description set to the string "Only {param1:a few} days {param2:and}
hours left!".
This string has two placeholder fields, with default values specified. If there
are no matching ad parameters, the default values ("a few" and "and") will be
passed through to the string. You can also specify numeric replacements.
Suppose that you had a few responsive search ads with variations on this wording
in a given ad group. You could modify the ad params with the following code:
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-08-20 UTC."],[[["\u003cp\u003eAd parameters allow for real-time updates to numerical values within responsive search ads without triggering a full ad review or resetting performance statistics.\u003c/p\u003e\n"],["\u003cp\u003eThis feature enables dynamic adjustments like countdown timers and keyword-specific variations, enhancing ad relevance and urgency.\u003c/p\u003e\n"],["\u003cp\u003eAd parameters are implemented by setting placeholders within ad text and assigning values through keyword associations, ensuring the right message is displayed for each search query.\u003c/p\u003e\n"],["\u003cp\u003eUsing ad parameters allows advertisers to quickly react to market trends while improving user perception of the ad's timeliness and value proposition.\u003c/p\u003e\n"]]],[],null,["Normally, any change to a responsive search ad triggers an ad review process,\nwhich both takes time and wipes out all stats for the ad. However, the ability\nto quickly adjust an ad is often beneficial: Small changes in the ad could have\ndrastic impact on the perceived relevance. Compare the following ads:\n\n|------------|-------------|\n| Regular ad | Enhanced ad |\n\n\"Sale ends in 14 hours\" conveys more urgency than simply \"Sale ends soon\".\nFurthermore, if prospective customers view your ad again three hours later,\nthey will see \"Sale ends in 11 hours\", convincing them that there is an actual\ncountdown.\n\nAd params lets you change numerical values inside of an ad text without having\nto create a new ad. Furthermore, the values of the parameters are tied to\nkeywords, so different keywords can trigger different versions of an ad.\n\nSetup\n\nTo use ad params, you need an ad set up with parameterization in its fields.\nFor example, you could have a\n[`ResponsiveSearchAd`](/google-ads/scripts/docs/reference/adsapp/adsapp_responsivesearchad)\nthat has a description set to the string \"Only {param1:a few} days {param2:and}\nhours left!\".\n\nThis string has two placeholder fields, with default values specified. If there\nare no matching ad parameters, the default values (\"a few\" and \"and\") will be\npassed through to the string. You can also specify numeric replacements.\n\nSuppose that you had a few responsive search ads with variations on this wording\nin a given ad group. You could modify the ad params with the following code: \n\n const keywords = adGroup.keywords().get();\n for(const keyword of keywords) {\n keyword.setAdParam(1, daysLeft);\n keyword.setAdParam(2, hoursLeft);\n }"]]
