Working with Dynamic Parameters to Modify Ads
Perform Media allows advertisers to add dynamic parameters in the description URL, title, or headlines in an ad. These dynamic parameters work as a placeholder that allows you to dynamically set the advertisement text in real-time.
While creating or modifying an existing ad, you can add these placeholders for tracking and reporting purposes. Dynamic parameters are of two types:
- Dynamic Text
- Tracking Macros
Dynamic Text
Dynamic text helps you add text to an ad in real-time, while it is being served or loaded on the visitor’s browser. Using dynamic text, you add a keyword, matched keyword, city, or state in the title of the ad. This makes the ad more relevant to the visitor.
See below for available dynamic variables.
| Variable Name | Description |
|---|---|
{keyword:default}{matchedKeyword:default} | Allows you to add the advertiser keyword in the ad title. For example, Ad Title: “Buy {keyword:shoes} at discounted prices.” If the advertiser keyword is “Nike shoes,” then the title will be served as Ad Title = “Buy Nike shoes at discounted prices.” In the absence of an advertiser account keyword (category match) the title would be served as Ad Title = “Buy shoes at discounted prices.” |
{city_state:default} | Allows you to add the city and the state details in the ad title. For example, Ad Title: “Shoe shops in {city_state:default}” If the state and city is Denver, CO, then the title will be served as Ad Title = “Shoe shops in Denver, CO.” |
Tracking Macros
When a visitor clicks on an ad, Perform Media allows you to collect certain information using the Tracking Macro feature.
You can add the following dynamic variables in the Destination URL field while creating or modifying an ad:
| Variable Name | Description | Example |
|---|---|---|
{matchType} | Indicates the match type of the ad. The possible values are – - ‘e’ for Exact matches - ‘p’ for Phrase matches - ‘b’ for Broad matches | url.com?mt={matchType} |
{device} | Indicates the device on which the ad is served. The possible values are – - ‘c’ for Desktop/Computer - ‘t’ for Tablet - ‘m’ for Mobile | url.com?cd={device} |
{os} | Indicates the operating system of the visitor on which the ad is server. The possible values are – - linux - macintosh - windows - iOS - android - others | url.com?os={os} |
{adID} | Indicates the unique ID of the ad. | url.com?adid={adID} |
{adGroupID} | Indicates the unique ID of the ad group. | url.com?adgroup={adGroup ID} |
{campaignID} | Indicates the unique ID of the campaign. | url.com?campaign={campaignID} |
{keyword} or {matchedKeyword} | Indicates the keyword from your account that matched the search term. | url.com?kw={keyword:default} |
{clickID} | Indicates the unique ID in the system for every click. You can use click ID to report offline conversions. | url.com?clid={clickID} |
{publisherID} | Indicates the unique ID of the publisher where the ad is shown. | url.com?pid={PublisherID} |
{countryCode} | Indicates the ISO country code of the visitor. Example: United States = US | url.com?cn={countryCode} |
{stateCode} | Indicates the state code of the visitor. Example: California = CA | url.com?st={stateCode} |
{zipCode} | Indicates the zip code of the visitor. Example: Zip Code = 11375 | url.com?zip={zipCode} |
{city_state} | Indicates the city and state code. Example: Denver, CO | url.com?cs={city_state} |
Example
For example, suppose you want to track impression ID, device detail, and the match type when an ad is served. In such a scenario, while creating or modifying an ad, ensure that you specify the following in the Destination URL field.
example.com?mt={matchType}&cd={Device}&kw={keyword:shoes}
When an ad is served and the visitor clicks on the ad, all the dynamic variables will be populated with the relevant data.