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Dynamic text is a word or phrase that is automatically inserted into your ad title, ad text, display or destination URL. Using dynamic text helps create more relevant ad copy to tailor ads to a user's actual search query. This can help you get more clicks and conversions, as well as improve your quality score and ad placement.

After reading about our dynamic keyword insertion extensions, you will understand how to:

  • Customize your ad title or text based on search queries.
  • Change the destination URL based on search queries.
  • Automatically customize with text ad parameters.
  • Apply default text and character limits.

What dynamic keyword insertion?

Dynamic texts allow you to insert specific keywords into your ads, send customers to specific landing pages, and insert customized text. There are specific steps to take to start utilizing dynamic text, or dynamic keyword insertion, in your search ads.

To insert specific keywords into your ads, click Campaigns along the top of the page, then click the Ads tab. Click Create an Ad.

Below the Ad title, Ad text, Display URL, and Destination URL, click dynamic text, and then select Placeholder {KeyWord}. You can add {KeyWord} to multiple places in your ad.

Ad title and ad text Dynamic Text link

Add default text to the {Keyword} dynamic text parameter. For example, {Keyword:default} Click Save.

Dynamic text parameters

You can automatically customize what shows in your dynamic keyword insertion ad based on what people search for by inserting dynamic text parameters into any part of the ad. This means your ads are updated "on-the-fly" to match what people are looking for.

Ads showing keywords

Let’s say you have a different landing page for each of your keywords, like this:

If the keyword is:

The landing page is:

Sumatra

www.contoso.com/Sumatra

Kona

www.contoso.com/Kona

 

To create your destination URL, click Campaigns along the top of the page, then click the Ads tab. Click Create an Ad. Below the Destination URL field, click dynamic text, and then click Placeholder {KeyWord}.

Add default text to the {Keyword} dynamic text parameter. For example, {Keyword:default}. Click Save.

Last, you can also add some custom text for each keyword. Say, for example, you have different discounts for different products:

Product

Discount

Desired ad

Kona

50%

Our Kona coffee is 50% off!

Sumatra

25%

Our Sumatra coffee is 25% off!

 

You can display the desired text with just a single dynamic Bing ad. To do this, you use the parameters: {param1}, {param2} or {param3}. Values for these parameters get assigned to specific keywords.

Combining this with the {keyword} variable, you would create your ad text like this:

"Our {keyword} coffee is {param1} off!"

To do this, click Campaigns along the top of the page, then click the Ads tab. Click Create an Ad.

Below the Ad title, Ad text, Display URL, and Destination URL, click dynamic text, and then select Placeholder {param1}, Placeholder {param2}, and Placeholder {param3}. You can add them to multiple places in your ad.

Add default text to the {param1}, {param2}, and {param3} dynamic text parameter. For example, {param1:default}. Click Save.

Click the Keywords tab. Click Columns and then Modify columns to ensure that Param1, Param2 and/or Param3 are selected to display.

Find the keyword where you want to add the dynamic text, then hover over the empty space in the appropriate Param column. A small pen icon will appear.

Click the pen icon and enter the text for that parameter. Repeat for each keyword and each parameter as appropriate. Click Save.

Default text and character limits

The reason you should provide a default string that the system will use if Param1 for a keyword is null, or if including the Param1 substitution value will cause the expanded string to exceed the element’s limit; is because without it, the ad will not serve.

When you use any dynamic keyword insertion, such as {param1} or {keyword}, make sure you don't end up with ads that exceed the character limits:

  • Ad titles: 25 characters
  • Ad text: 71 characters

To avoid this, simply add default text to your dynamic text keywords. To set a default keyword, insert a colon after {Keyword} and add the default text you want to appear in place of a dynamic keyword.

Note: If default text is used anywhere in the ad, it will be used for all parameters in the ad.

Read a default text example.

Capitalization options

You can use the {KeyWord} placeholder to make your ad title, ad text, display URL, and destination URL display keywords that match, or closely match, the text that a customer types. After you write your ad, insert the {KeyWord} placeholder where you want the keyword to appear.

Note: Bing Ads policies specify that you can't have more than one fully capitalized word in your ad title or ad text. For example, you can say "Order FRESH fruit today" but not "Order FRESH fruit TODAY."

Read the Bing Ads policies section on capitalization.

Summary

Bing Ads dynamic keyword insertion ad extensions transform generic ads into custom ads. Custom ads have a better chance of success because they are more specific and relevant to your target customers. Keep these key points in mind as you use dynamic keyword insertion in your ads:

  • Dynamic Bing Ads display account keywords that were triggered by the customer’s search phrase, so keywords should be chosen carefully.
  • Dynamic ads will only display keywords that have either been included in your Bing Ads account, or included as default text like with {KeyWord:roses}
  • Keywords can be paired with unique parameters so ads display different promotions, sales and shipping information.
  • Default text ensures ads display if dynamic text exceeds character limits.

Thanks for reading this training on dynamic keyword insertion ads. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.

Please note all features in this training may not be available in your market.