Using dynamic text empowers your campaign with customisable ads. For example, when a customer searches for a term, Bing Ads inserts that term into your ad’s title, text or Destination URL, making your ad more relevant. Relevant, targeted ads can help increase the click-through rate (CTR) and the conversion rate of your ad campaign.


After reading this training, you will understand how to:


  • create an ad using dynamic text
  • associate parameter text with keywords

Create an ad using dynamic text

Let's use an example to see how dynamic text works. This ad for an online florist mentions a flower sale, but it isn't specific:

 

Fresh flowers online
www.contoso.com
All flowers on sale and ready to ship
anywhere!

 

In contrast, this ad, which uses dynamic text, provides specific information about roses and how much they are discounted:

 

Fresh roses online
www.contoso.com
All roses 15% off and shipped
anywhere!

 

This level of detail is accomplished by establishing “flowers” as a placeholder for multiple keywords, one of which is “roses”. When a customer searches for “roses”, the placeholder, “flowers”, is replaced by what the customer has typed – in this case, "roses”. Also notice how the keyword is displayed in bold in both the title and the ad text.


Now, let’s look at the Bing Ads interface to see how to add dynamic text. (Note: you can only add dynamic text to your ad after you have saved the new campaign or ad group, not when you create a new campaign or ad group.)


From the Ads page, click an ad in the left-hand column to open the Ad build page. Click the Dynamic text link, choose the Placeholder{Keyword} and position it within the text where you want your keyword to be inserted. Remember, the keyword “roses” will only appear if you have roses in your keyword list.


How to set up dynamic text keywords


Default text and capitalisation

Make sure that you consider character limits when you use dynamic text. For example, the keyword “chrysanthemums” may cause your ad title to exceed 25 characters. If an ad exceeds the character limit, it won’t be displayed.


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. In the case of {Keyword: flowers}, “flowers” becomes the default keyword and displays instead of “chrysanthemums” if the character limit is exceeded.


Furthermore, you can control how your dynamic text keywords are capitalised. For example, say that you want all lowercase “fresh fruit” in the ad text, but would like to see uppercase “FRESH fruit” in the title. You can capitalise several ways by adjusting the capitalisation of the {keyword} variable:


Search Query

{KeyWord} placeholder

What it does

Ad text

fresh flowers

{KeyWord}

Capitalises the first letter of each word in the keyword

Order Fresh Flowers today

local fresh flowers

{KEYWORD}

Capitalises the first letter of each word in the keyword

Order Local Fresh Flowers today

Fresh Flowers

{keyword}

Changes the first letter of each word to lower-case

Order fresh flowers today

fresh flowers

{Keyword}

Capitalises the first letter of the first word in the keyword

Order Fresh flowers today

Dayton, oh

{KeyWORD}

Capitalises the first letter of the first word and all the letters of the last word in the keyword

Fun events in Dayton, OH

sony laptops

{KEYWord}

Capitalises all the letters of the first word in the keyword and first letter in the second word

Get deals on SONY Laptops


Associate parameter text with keywords

The “roses” ad also displays customised information – the flower sale discount of “15% off” – by using a parameter placeholder. A parameter is variable information, such as the discount value or delivery information that you can associate with each of your keywords.


For example, the keyword "roses" in ad No. 1, below, displays the parameter value "15% off and delivered anywhere!," while the keyword “tulips” in ad No. 2 displays the parameter value “50% off and free delivery!”:


Fresh roses online
www.contoso.com
All roses 15% off and shipped
anywhere!

Fresh tulips online
www.contoso.com
All tulips 50% off and free
shipping!

When you set up your dynamic keywords, you also set up parameters for your dynamic ad text. Notice that we’ve added {param2:on sale} to the ad text. This establishes where the dynamic ad text will insert in the ad text: All {KeyWord:flowers}{param2:on sale} and {param3}.


Associate parameter text with keywords


Now, we need to add the dynamic text content: 50% off and free delivery! To add the columns necessary to enter parameter values, on the Keywords page, click the Columns item from the action menu bar.


To add the columns necessary to enter parameter values, on the Keywords page, click the Columns item from the action menu bar.


From the column chooser, select the Param1, Param2 and Param3 by clicking the double arrow >> to ensure that they appear on the selected columns list. Click Apply to close the column chooser.


 

This is how you add the parameter attributes to your menue of options in order to utlize them for your ad


Simply hover over the cell that you want to edit and the pencil icon should appear to an editable field. In the example below, 15% off will be inserted where {param2} is located in the ad text and delivered anywhere! will be inserted where {param3} is located for the keyword “roses”. For the keyword “tulips”, wherever there is a {param2}, 50% off will be inserted and free delivery! will be inserted wherever there is a {param3}.


Hover over the cell that you want to edit and the pencil icon will enable you to edit your dynamic keywords within each parameter column you have created


The Bing Ads dynamic text feature transforms generic ads into custom ads. Customised 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 text in your ads:


  • Dynamic text displays 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 delivery information.
  • Default text ensures that ads display if dynamic text exceeds character limits.

Thank you for reading this training on dynamic text. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.




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