Instead of Ad Parameters, consider using the more contemporary and preferred ad customizers.
This guide outlines how Ad Parameters (AdParams) relate to AdWords and how to control them through the AdWords API. We first explain what AdParams are and offer some useful information about them. Then, we go through an example that shows how to manipulate AdParams using the API. Finally, we examine other ways to integrate with AdParams.
Using AdParams with TextAds enables numerical information to be dynamically updated within an ad. The AdWords API offers an additional convenient interface for manipulating AdParams within ads. This is similarly to keyword insertion where markups within the TextAds are replaced during display. The advantage of AdParams and keyword insertion is to permit updates to your Ads without the overhead of the validation and approval process. Unlike keyword insertion, AdParams are updated via the API, on a per-keyword-adgroup basis.
Each TextAd can contain up to two AdParams.
Bicycle ad example
AdParams can be used to make ads more interactive and therefore more appealing. Let's take the example of a bicycle store selling bikes online via their e-commerce site. An ad that shows updated inventory and gradually decreasing prices may be an effective strategy for increasing sales. We can implement this by embedding two AdParams, one for the price of the product and one for the remaining stock.
We now proceed to create a TextAd that contains AdParams:
-
Select an appropriate AdGroup.
-
Create a TextAd using the AdGroupAdService with AdParam markup.
The markup format is
{param<num>:<default value>}. Note that the default value is the only value for the param that contains text. -
Create or select a relevant Keyword using the AdGroupCriterionService.
-
Create or update the AdParam using the AdParamService.
To update the value of an AdParam over time, simply repeat step 4, specifying a different value. You can do this as often as you like, without having to send the ad out for review each time.
Steps 1 - 3 can be done through the AdWords interface or AdWords Editor; however, step 4 (the setting of the params) is done through the API. We do provide a simple Java AdParams example to get you started.
More about AdParams
All AdParams contain default values that are specified when creating the TextAd (step 2). Default values can contain text, whereas other AdParam values can only contain numbers and specific currency symbols.
In an ad, a default AdParam value is replaced with another only if all of the following criteria are met:
- An AdParam value is set for the Keyword, AdGroup, and paramIndex of that impression (step 4).
- The length of all text fields in the ad, after ad params (and if applicable, keyword insertion) have been applied, is under the line length limits.
- The ad is being shown on the Google Search Network.
If any of these criteria aren't met, only default values will be used. Thus, it's important that you specify appropriate default values, otherwise, your ads may not display correctly.
Note: The line length limits mentioned in the documentation for the
insertionText
attribute are a rough guideline and do not take into account the display width
of different characters. There may be character combinations that do not exceed
the character count limit but do exceed the display length limit. If you find
that your ads meet all of the criteria above but AdWords is displaying the
default value for your AdParameter, try shortening the length of
your text by one or two characters.
