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Dynamic text is a word or phrase that is automatically inserted into your Expanded Text Ads’ titles, ad text, paths or Final 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 this Study guide about dynamic text insertion features, you will understand how to:

  • Customize your ad title or text based on the keyword that triggered the ad.
  • Change the Final URL or tracking template based on the keyword that triggered the ad.
  • Automatically customize with text ad parameters.
  • Apply default text and character limits.
  • Utilize upgraded URLs so landing pages are separate from tracking parameters.
  • Take advantage of Expanded Text Ads and use Ad customizers to provide scalability.

What is dynamic text?

Dynamic text is a word or phrase that is automatically inserted into your ad title, ad text, or display URL. Using dynamic text helps create more relevant ad copy and tailors ads to a user's actual searched term. This can help you get more clicks and conversions.

There are different types of dynamic text:

  • Keyword: Customize your ad title or text based on search queries
  • Display URL: Change the display URL based on search queries

Here's how you create an ad with dynamic text:

Expanded text ad

And here's the result:

Expanded text ad

{KeyWord} is an example of dynamic text. By using {KeyWord} in your ad title and text, Bing Ads automatically inserts your keyword, or the term the customer searched on that matches your keyword, into the ad when that ad is displayed.

What is dynamic keyword insertion?

You can automatically customize what shows in your ad based on what people search for by inserting dynamic text parameters {keyword}, {param1}, {param2}, and {param3} into different parts of the ad. This means your ads are updated "on-the-fly" to match what people are looking for. By making your ads more relevant, dynamic text can help improve your ads' click-through rate (CTR) and conversion rate, quality score, and ad placement on the page.

Expanded text ad

 

Here are some things you can do with dynamic text and the steps to do each one:
 
Insert keywords into your ads
 
The above example shows your keyword being inserted into an ad. Here’s how to do this:

  1. Click Campaigns along the top of the page, then click the Ads tab.

  2. Click Create ad.

  3. Below Title Part 1, Title Part 2, or Ad text, click dynamic text, and then select Placeholder {KeyWord}. You can add {KeyWord} to multiple places in your ad.

  4. Each {keyword} dynamic text parameter must include default text — as in "{keyword:DefaultTextGoesHere}". See below for examples and more information about default text

  5. Click Save.

Insert custom text, based on specific keywords, into your ads
 
In addition to dynamically inserting the keyword, you can also add some custom text for each keyword.
 
Say 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 ad on Bing. To do this, you use the parameters: {param1}, {param2} or {param3}. Values for these parameters get assigned to specific keywords.

Expanded text ad

Combining this with the {keyword} variable, you would create your ad text like this:
"Our {keyword} coffee is {param1} off!"
 
Here is how to do this:

  1. Click Campaigns along the top of the page, then click the Ads tab.
  2. Click Create ad.
  3. Below the Title Part 1, Title Part 2, or Ad text, click dynamic text, and then select Placeholder {param1}, Placeholder {param2}, and Placeholder {param3}. You can add them to multiple places in your ad.
  4. Add default text to the {param1}, {param2}, and {param3} dynamic text parameter. For example, {param1:default}
  5. Click Save.
  6. Click the Keywords tab.
  7. Click Columns and then Modify columns to ensure that Param1, Param2, and/or Param3 are selected to display.
  8. 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.
  9. Click the pen icon and enter the text for that parameter. Repeat for each keyword and each parameter as appropriate.
  10. 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:

  • Title part 1: 30 characters
  • Title part 2: 30 characters
    • The two titles combined must be less than 77 characters if dynamic text is used
  • Ad text: 90 characters
    • 300 characters if dynamic text is used
  • Paths: 15 characters each
    • 50 characters if dynamic text is used

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.

The importance of using default text

Default text is mandatory in {keyword} dynamic text parameters. When implementing dynamic text in your ad copy you should provide a default string e.g. {Param1:default} that the system will use if Param1 for a keyword is null or empty, or if including the Param1 substitution value will cause the expanded string to exceed the element’s limit; otherwise the ad will not serve.
When you use any dynamic text, such as {param1} or {keyword}, make sure you don't end up with ads that exceed the character limits:

  • Ad title parts: 30 characters each
  • Ad text: 71 characters
Ads with dynamic text longer than the character limits won't display. Using default text in your ad title (or the ad text) can keep your ad text within the allowable character limit.
You define defaults for dynamic text by typing a colon and the default text after the placeholder name: {param1:default}. The default text appears in your ad whenever the ad would otherwise exceed character limits.
 
If any default value appears in your ads in this way, then default values for all parameters are displayed in the ad. The ad will not use default text for one parameter while using substituted text for another.

Default text example

Let's say you create an ad that includes dynamic text in the ad title and ad text:

All the Best {keyword:Coffee}
We have the very best selection! Buy {keyword:coffee} starting at {param1:$7} per pound.
www.fourthcoffee.com

On the Keywords tab, you enter the following variables for these keywords:

Keyword {param1}
Sumatra $9
Decaffeinated Arabica $15
If someone searches for "sumatra" and your keyword bid is high enough, your ads are displayed like this:
 
All the Best Sumatra
We have the very best selection! Buy Sumatra starting at $9 per pound.
www.fourthcoffee.com
However, for a search on "decaffeinated arabica," your ad title part would exceed 30 characters, and your ad text would exceed 71 characters. But if you have set up default text, it would display as:
 
All the Best Coffee
We have the very best selection! Buy coffee starting at $7 per pound.
www.fourthcoffee.com

Note that the {param1} default value was used also. Remember, if default text is used anywhere in the ad (here it was used for {keyword}), it will be used for all parameters in the ad. Thus it was used for {param1} also.

Capitalization of the keyword placeholder

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 more about how several ad titles change based on the capitalization options you select for the {KeyWord} placeholder.

Note: The capitalization options apply only to the ad title, ad description, and display URL, and to campaigns and ad groups running in the following languages: English, French, Spanish, Italian, Portuguese, Danish, Finnish, Norwegian, and Swedish.

Countdown ads for events

Countdown customizers let you easily add a countdown – by day, hour, and then minute – to an event I your Expanded Text Ad. The countdown, which automatically updates as the event draws nearer, is eye-catching and gives potential customers greater incentive to click your ad.

For example, you can use a countdown to draw attention to a sale that is ending:

Countdown ads

...or to promote an upcoming event:

Countdown ads

To create a countdown timer in your ad, enter a { (known as a left brace or a left curly bracket) and select Countdown. A countdown can appear in either part of the title, either path or the ad text. You will need to choose when the countdown starts and ends.

Countdown ads

Expanded Text Ads and Updated URLs

Expanded Text Ads are a mobile-optimized ad format that enables you to craft longer ad copy and optimize your ad text to better engage with potential customers before they click on your ads. Expanded Text Ads work seamlessly on mobile, tablet, and desktop devices, giving you a way to create more compelling calls to action for consumers and drive higher conversions to your business.

An Expanded Text Ads contains three fundamental visual elements: the ad title (which can have one or two segments), the display URL, and the ad text.

Show destination URL and then final URL and tracking template

It is not required to migrate all your existing URLs, which include standard text ad URLs, keyword destination URLs, and Sitelink Extension URLs, to start taking advantage of Expanded Text Ads.

You are still able to manage and optimize standard text ads using destination URLs and set up new Expanded Text Ads using final URLs. However, we do recommend you set up an account-level tracking template to ensure that you can properly track and report your ad clicks.

*Note: You can now convert standard text ad (STA) to expanded text ad (EXTA) via Bing Ads Web UI Opens in new window and Bing Ads Editor Opens in new window.
 

Add customizers to your ad

Ad customizers provide scalability by reducing the manual time to create or update ad copy. A single text ad can be customized with hundreds of variations, and show the most relevant ad to each potential customer. Ads can be modified based on user location, device, search queries, time of day and many other ad customizers.

You can make references to these feeds and attributes within the ad copy in the form of ad customizer parameters.

There are three categories of attributes for ad customizer feeds:

  • Custom
  • Targeting
  • Standard

 

Custom attributes

  • You can choose from four different data types to create your own attributes that can be referenced in the ad: text, number, price and date. 
  • Short names with no spaces to make it easier to reference them as parameters in the ad. 
  • Max length of a custom attribute name is 30 characters. 
  • When creating custom attributes, the data types need to be specified inside "()" beside the attribute name. Example: Name (text)
Show destination URL and then final URL and tracking template

Targeting attributes

Targeting columns allow you to control which feed items will be selected for the ad.

  • To customize ads for the same keyword in different campaigns, you can use both the "Target keyword" and "Target campaign" columns.
  • To target by ad group, you need to use both the "Target ad group" and "Target campaign" columns.
  • To customize ads for a searcher who is part of an audience list, use the target audience attribute and input the audience ID. A feed file can contain none, one or multiple targeting parameters. Example: Target location.

 

Standard attributes

You can use standard attributes optionally to add more advanced configurations. Name of the attribute can be directly used in the file as a column name. Example: Start date.

Referencing the feed and its attributes in the ad

Feeds need to be provided in a standard spreadsheet format. (.csv, .tsv, .xls and .xlsx are all supported.) Up to 100 attributes in a feed file is supported. A limit of 5 million feed items across all feeds in the account is enforced.

If feed is called “apparels” and you want to reference the attribute called “product” in the ad with a default value “dress”, the syntax will be {=apparels.product:dress}.

  • Ensure that the name of the ad customizer feed and attributes match exactly.
  • Default values are optional and will be used if the feed item exceeds character limits or none of the feed items in the feed qualify due to the targeting settings.

If a default value is used in one parameter, all other ad customizer parameters in the ad must have a default value as well. In the example, the parameter in Title part 1 has a default value (“dress”) but the parameter in Title part 2 is missing it.

In one of the URL fields, enter { and choose Ad customizer. Choose the feed you want to reference in the ad.

Choose the attribute you want to use in the ad. Enter a default value (optional).

Show destination URL and then final URL and tracking template

What are Upgraded URLs and how do I upgrade?

Upgraded URLs separate the landing page URL from the tracking or URL parameters so if you want to edit your URL parameters, your ad doesn't have to go through another editorial review. It also allows you to define a separate mobile landing page URL if you have a website that is optimized for smaller devices.

With it, you have the ability to add both URL parameters and custom parameters to your tracking template to gain additional insights about the source of your ad clicks.

Show destination URL and then final URL and tracking template

With upgraded URLs, we have several new terms that are important:

Name Description

Landing page URL

The webpage where people end up after they click your ad. You have two choices: final URL or destination URL. The URL of this page is usually the same as your ad's final URL.

Final URL

The upgraded version of the URL address of the page on your website that people reach when they click your ad from a desktop or laptop.

Destination URL

The URL address of the page in your website that people reach when they click your ad.

Mobile URL

The upgraded version of the URL address of the page in your website that people reach when they click your ad from a mobile device.

Tracking template

The field where you will put tracking information. When an ad is clicked, this information will be added to your final URL to create your landing page URL. When you define this at the account, campaign or ad group level, it is called a shared tracking template because all ads, keywords and Sitelink Extensions will inherit the tracking parameters

URL parameters

URL parameters that are defined by Bing Ads that you can add to your tracking templates. To learn how to add a tracking template, see How do I create an account tracking template?

Custom parameters

URL parameters that you can create yourself and add to your tracking templates. To learn how add to tracking template, see Can I use custom parameters?

 

Destination URLs today have a character limit of 1024. By upgrading your URLs, you will be able to take advantage of increased URL limits.

Below are the following limits for URLs, custom parameters, tracking templates:

Field Character Limit

Destination URL

1024

Final URL

2048

Mobile URL

2048

Tracking template

2048

Custom parameter name

16, for example: {_coupon} is 6 chars long "coupon"

Custom parameter value

200

 

You can add URLs at three different levels (from highest to lowest):

  • Ad: Use the final URL or mobile URL defined in the ad.
  • Keyword: Use the final URL or mobile URL defined at the keyword level or default to the ad final or mobile URL.
  • Sitelink Extension: Use the final URL or mobile URL defined at the Sitelink Extension.

Learn more about how to upgrade your existing destination URLs to Upgraded URLs in two separate ways:

  • Import from Google Ads in either Bing Ads or Bing Ads Editor
  • Move existing destination URLs to final URL/tracking template using Bing Ads Editor

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.
  • Upgraded URLs separate your tracking information from the landing page URL.
  • Expanded Text Ads are updated using final URLs.
  • Ad customizers can be added to all Expanded Text Ads fields except the Final URL field.

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

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