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Dynamic Text Substitution

You can use dynamic text placeholders to customize your ad text, title, display URL, and destination URL. For example, if the URL is http://www.northwindtraders.com/{MatchType}/default.aspx?{IfSearch:source=search}{IfContent:source=content}, and if the ad served on the search network via exact match, the destination URL will resolve to http://www.northwindtraders.com/e/default.aspx?source=search.

System_CLiX_important Important

If a placeholder is malformed or misspelled, it will appear as a literal string in the ad and not be substituted.

System_CLiX_note Note

Placeholder nesting is supported, for example you can specify http://www.northwindtraders.com/{MatchType}/default.aspx?{IfSearch:source=search&keyword={keyword}}{IfContent:source=content}, where {keyword} is nested within the {IfSearch:default} placeholder.

For information about dynamic text placeholder use cases, see the following sections.

Dynamic Text for Text and Mobile Ad Copy

You can use keyword and parameter placeholders to substitute text dynamically within your ad text, title, and display URL.

System_CLiX_note Note

The keyword and parameter dynamic text placeholders can include default text that the service uses when the resulting string would exceed the maximum string length of the ad title or text. For example, you can include {keyword:my default value} in your ad copy. If you use default text, each dynamic text string in the ad must include a default string; otherwise, the service does not use any of the default strings, which can result in one or more strings exceeding their maximum string length limit.

Keyword Placeholders

Including the keyword that matched a user’s search term in an ad’s text, title, or display URL can help increase the click-through rate (CTR) of the ad and the conversion rate of your ad campaign. To include the keyword that matched the corresponding search term in your ad copy, include the "{keyword}" dynamic text string in your ad’s text, title, or display URL. For example, if the ad’s text is "Order {keyword} today!", the following table shows the resulting ad text based on the keyword and the user’s search term.

Keyword

Search Term

Actual Ad Display

apples

fresh apples

Order apples today!

Rainier cherries

cherries

Order Rainier cherries today!

peaches

Cling peaches

Order peaches today!

You can use the following {keyword} capitalization to affect how the search term appears in the ad.

Capitalization of {keyword} string

How it affects the text in the ad

{keyword:default}

The keyword term appears in all lowercase characters. For example, Order rainier cherries today!

{KeyWord:default} or {KEYWORD:default}

The first character of each word is capitalized. For example, Order Rainier Cherries today!

{Keyword:default}

The first character of the first word is capitalized and all subsequent words appear in all lowercase characters. For example, Order Rainier cherries today!

{KeyWORD:default}

The first character of the first word is capitalized and all subsequent words appear in all uppercase characters. For example, Order rainier CHERRIES today!

{KEYWord:default}

The first word appears in all uppercase characters and the first character of all subsequent words are capitalized. For example, Order RAINIER Cherries today!

Parameter Placeholders

To dynamically generate the ad’s text and title using values from the Param1, Param2, and Param3 elements of a Keyword, include the following parameter strings in the ad’s text and title.

  • {param1:default}

  • {param2:default}

  • {param3:default}

The ad will include the keyword's parameter strings if the keyword text matches the user’s search term. For example, assume the following:

  • The ad’s text contains "All {keyword} {param1}".

  • The keyword "dolls" sets Param1 to "10% Off".

  • The keyword "toy boats" sets Param1 to "20% Off".

If the user searches for "Dolls", the ad’s text will be "All dolls 10% off". If the user searches for "Toy Boats", the ad’s text will be "All toy boats 20% off".

Dynamic Text for Text and Mobile Ad Destination URL

The text or mobile ad’s destination URL can include the following dynamic text strings. The strings are case-insensitive, must include the opening and closing braces, and cannot be used in the ad’s title, text, or display URL.

System_CLiX_note Note

If you use Google Analytics, you may choose to manually specify UTM tracking codes. For information on how to set up Bing Ads to automatically append your destination URL with UTM tracking codes, see the ForwardCompatibilityMap element of the Account Data Object.

Dynamic Text

Description

{AdGroupId}

Substitutes the ID of the ad group into the URL.

{AdId}

Substitutes the ID of the ad into the URL.

{BidMatchType}

Substitutes one of the following bid match-type codes into the URL.

  • For search ads:

    • be – exact

    • bp – phrase

    • bb – broad

  • For content ads – bc

{CampaignId}

Substitutes the ID of the campaign into the URL.

{Device}

Substitutes one of the following device codes into the URL, depending on whether the click came from a device classified as mobile, tablet, or desktop or laptop.

  • m – mobile device

  • t – tablet device

  • c – desktop or laptop computer

{MatchType}

Substitutes one of the following delivered match-type codes into the URL.

  • For search ads:

    • e – exact

    • p – phrase

    • b – broad

  • For content ads – c

{OrderItemId}

Substitutes the keyword’s ID into the URL.

{QueryString}

Substitutes the search term that the user entered into the URL.

{IfSearch: string}

If the ad is displayed on the search network, then the string text to the right of the colon will be substituted into the URL.

System_CLiX_note Note

Conditional placeholders {IfSearch}, {IfContent}, {IfMobile}, and {IfNotMobile} may be used independently or together in the same destination URL, and only one will be substituted depending on the ad distribution medium.

{IfContent: string}

If the ad is displayed on the content network, then the string text to the right of the colon will be substituted into the URL.

System_CLiX_note Note

Conditional placeholders {IfSearch}, {IfContent}, {IfMobile}, and {IfNotMobile} may be used independently or together in the same destination URL, and only one will be substituted depending on the ad distribution medium.

{IfMobile: string}

If the ad is displayed on a mobile device, then the string text to the right of the colon will be substituted into the URL.

System_CLiX_note Note

Conditional placeholders {IfSearch}, {IfContent}, {IfMobile}, and {IfNotMobile} may be used independently or together in the same destination URL, and only one will be substituted depending on the ad distribution medium.

{IfNotMobile: string}

If the ad is displayed on a desktop, laptop, or tablet device, then the string text to the right of the colon will be substituted into the URL.

System_CLiX_note Note

Conditional placeholders {IfSearch}, {IfContent}, {IfMobile}, and {IfNotMobile} may be used independently or together in the same destination URL, and only one will be substituted depending on the ad distribution medium.

{keyword:default}

Substitutes the keyword that matched the user's search term.

System_CLiX_note Note

You should provide a default string that the system will use if including the substitution value will cause the expanded string to exceed the string limit of the URL.

For more information, see Dynamic Text for Ad Copy.

{OrderItemId}

Substitutes the keyword’s ID into the URL.

{param1:default}

Substitutes {Param1} in the URL with the value of the Param1 element of the Keyword that matched the user's search term.

System_CLiX_note Note

You should provide a default string that the system will use if including the substitution value will cause the expanded string to exceed the string limit of the URL.

For more information, see Dynamic Text for Ad Copy.

{param2:default}

Substitutes {Param2} in the URL with the value of the Param2 element of the Keyword that matched the user's search term.

System_CLiX_note Note

You should provide a default string that the system will use if including the substitution value will cause the expanded string to exceed the string limit of the URL.

For more information, see Dynamic Text for Ad Copy.

{param3:default}

Substitutes {Param3} in the URL with the value of the Param3 element of the Keyword that matched the user's search term.

System_CLiX_note Note

You should provide a default string that the system will use if including the substitution value will cause the expanded string to exceed the string limit of the URL.

For more information, see Dynamic Text for Ad Copy.

{QueryString}

Substitutes the search term that the user entered into the URL.

{TargetId}

The ID of the keyword ("kwd") or remarketing list ("aud") that triggered the ad.

The value is concatenated in this format: "kwd-123:aud-456". If there was not a remarketing list that triggered the ad, the value is returned in this format: "kwd-123".

System_CLiX_note Note

Bing Ads does not have an equivalent ad format to dynamic search ads. Bing Ads is currently piloting remarketing for paid search.

Dynamic Text for Ad Extension URL

If you use app, image, or sitelink ad extensions, the destination URL can contain dynamic text strings. The dynamic text strings referenced in Dynamic Text for Text and Mobile Ad Destination URL are supported for ad extension URLs. Additionally the DestinationUrl of a AppAdExtension, ImageAdExtension, or SiteLink can include the {copy:queryparameter} dynamic text string.

At the time the ad is served, the {copy} string in the ad extension's destination URL is replaced with the specified query parameter from the ad’s resolved destination URL. The resolved destination URL is the URL used by the ad at the time the ad is served; after all dynamic text strings in the ad’s destination URL are substituted with actual values. For example, if a site link’s destination URL contains {copy:myId} and the ad’s resolved destination URL includes ?myId=123, the {copy:myId} string will be replaced with myId=123. If the ad’s resolved destination URL does not include the query parameter, the {copy} string will be replaced with the name portion of the query parameter. For example, myId=.

Dynamic Text for Product Ad Destination URL

If you advertise with product ads in your Bing Shopping Campaigns, theDestinationUrl of a BiddableAdGroupCriterion can include the following dynamic text strings. The strings are case-insensitive and must include the opening and closing braces.

Dynamic Text

Description

{AdGroupId}

Substitutes the ID of the ad group into the URL.

{AdId}

Replaces {AdId} in the URL with the Id of the ProductAd inherited from the Ad object.

{CampaignId}

Substitutes the ID of the campaign into the URL.

{CriterionId}

Replaces {CriterionId} in the URL with the Id of the BiddableAdGroupCriterion inherited from AdGroupCriterion.

{IfMobile: string}

If the ad is displayed on a mobile device, then the string text to the right of the colon will be substituted into the URL.

System_CLiX_note Note

Conditional placeholders {IfMobile} and {IfNotMobile} may be used independently or together in the same destination URL, and only one will be substituted depending on the ad distribution medium.

{IfNotMobile: string}

If the ad is displayed on a desktop, laptop, or tablet device, then the string text to the right of the colon will be substituted into the URL.

System_CLiX_note Note

Conditional placeholders {IfMobile} and {IfNotMobile} may be used independently or together in the same destination URL, and only one will be substituted depending on the ad distribution medium.

{lpurl}

Replaces {lpurl} with the full destination URL from Bing Merchant Center.

{lpurlpath}

Replaces {lpurlpath} with the destination URL path (without domain) from Bing Merchant Center.

{param1:default}

Replaces {Param1} in the URL with the value of the Param1 element of the BiddableAdGroupCriterion.

System_CLiX_note Note

You should provide a default string that the system will use if including the substitution value will cause the expanded string to exceed the string limit of the URL.

{param2:default}

Replaces {Param2} in the URL with the value of the Param2 element of the BiddableAdGroupCriterion.

System_CLiX_note Note

You should provide a default string that the system will use if including the substitution value will cause the expanded string to exceed the string limit of the URL.

{param3:default}

Replaces {Param3} in the URL with the value of the Param3 element of the BiddableAdGroupCriterion.

System_CLiX_note Note

You should provide a default string that the system will use if including the substitution value will cause the expanded string to exceed the string limit of the URL.

{ProductId}

Replaces {ProductId} in the URL with the ID of the product from Bing Merchant Center.

{QueryString}

Replaces {QueryString} in the URL with the user’s search term.

{TargetId}

The ID of the keyword ("kwd") or remarketing list ("aud") that triggered the ad.

The value is concatenated in this format: "kwd-123:aud-456". If there was not a remarketing list that triggered the ad, the value is returned in this format: "kwd-123".

System_CLiX_note Note

Bing Ads does not have an equivalent ad format to dynamic search ads. Bing Ads is currently piloting remarketing for paid search.

{unescapedlpurl}

Replaces {unescapedlpurl} with the destination URL from Bing Merchant Center, and with special characters such as ‘?’ and ‘&’ preserved instead of escaped.

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