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Retargeting with placeholders

With the help of placeholders, you can strongly individualize your ad texts and thus cover thousands of products or destinations at the same time and achieve higher click rates. The prerequisite is a product feed that contains the relevant information.

Use

You can use placeholders in:

  • Headline (max. 35 characters)
  • Ad text (max. 80 characters)
  • Displayed URL (max. 35 characters)
  • Final click URL (for an individual URL per product)

Substitution logic

The placeholder replacement can be controlled directly when creating the texts.

Scenario 1

The text with replaced placeholders fits within the character limit (for example, 75/80 characters).

In this case, all placeholders are replaced.

Scenario 2

The text with placeholders replaced does not fit within the character limit (e.g. 85/80 characters).

  • Option A All placeholder fallback text is used.
  • Option B With the help of the marker "[...]" at the end of the corresponding ad text, words may be abbreviated and an ellipsis ("...") closes the text. Separation is by whole words, not by individual letters.

Fallback texts

Each placeholder must contain a fallback text. This is used if the maximum number of characters of the respective ad text is exceeded by the replacement of the placeholder or if the replacement is not possible. This means that a fallback text may only be as long as the maximum number of characters is not exceeded. Fallback texts are always adopted exactly as defined in the placeholder and are not changed in upper or lower case.

{placeholder_name:fallback text}

Fit Placeholder

In contrast to normal placeholders, the abbreviation "fit" must be added to the name of the placeholder. There may only be one fit placeholder as the only 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 at the back until the maximum number of characters is reached. If even the first word is still too long, then 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}

Available placeholders

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

Name Description Example
Name

product_name

{product_name:Fenseher}
Category

category

{category:Electrical appliances}
Price with decimal places

price

{price:19,99€}
Price without decimal places

price_truncated

{price_truncated:199€}
"From" price with decimal places

price_from

{price_from:from 19,99€}
"From" price without decimal places

price_truncated_from

{price_truncated_from:from 199€}
Discount price

sale_price

{sale_price:149,99€}
Discount price as "from" price

sale_price_from

{sale_price_from:149,99€}
Discount price without decimal places

sale_price_truncated

{sale_price_truncated:199€}
Discount price as "from" price without decimal places

sale_price_truncated_from

{sale_price_truncated_from:from 199€}
Shipping costs

shipping_cost

{shipping_cost:3,99€}
Departure (place)

departure_city

{departure_city:Paris}
Arrival (place)

arrival_city

{arrival_city:New York}
Number of adults

adults

{adults:2}
Number of children

children

{children:1}
Number of rooms

rooms

{rooms:3}
Check-In Date

checkin_date

{checkin_date:01.01.2020}
Check-Out Date

checkout_date

{checkout_date:15.01.2020}
Custom 1

param1

{param1:Text}
Custom 2

param2

{param2:text}
Custom 3

param3

{param3:text}
Custom 4

param4

{param4:text}
Custom 5

param5

{param5:text}

Placeholder examples

Simply

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

Apply now as {product_name:specialist} with {param1:us}!

Keyword matched with product:

Apply now to be a [Developer] at [AdUp Technology]!

Keyword matched with product but text too long:

Apply now as a [skilled worker] at [us]!

Keyword does not match with product:

Apply now as a [skilled worker] at [us]!

Force placeholder replacement

Here, the marker "[...]" is also added to the end of the ad text to force the wildcard replacement and display an ellipsis ("...") at the end of the text instead if the maximum number of characters is reached.

Apply now as a {product_name:specialist} with {param1:us}![...]

Keyword matched with product:

Apply now to be a [Developer] at [AdUp Technology]!

Keyword matched with product but text too long:

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

Keyword not matched with product:

Apply now as a [skilled worker] at [us]!

Fit Placeholder

Ad text with the fit placeholder "product_namefit". This removes a word from the back 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:Germany's big 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 not matched with product:

[Germany's big price comparison - multiple test winner with TÜV certificate].

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