Today a word on {keyword}, {param1}, {param2}, and {param3} from Kirsten. Kirsten is a Search Media Strategist on the adCenter team in the New York office working directly with clients to implement and optimize adCenter accounts.

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There are many possibilities for using keyword insertion and dynamic text (parameters) in adCenter. This post will address the most common use of the different types of dynamic text insertion options.

Keyword Insertion

Keyword insertion helps make ads more relevant by inserting the search query term into the ad title or text.

· Tip: The keyword is inserted into the ad exactly how you enter it in the interface, so capitalize words where appropriate.

· Tip: Keywords have a maximum of 100 characters.

· Tip: If using {Keyword} insertion causes the ad title or text to be longer than allowed lengths (title: 25 characters, text: 70 characters), the ad will be rejected. As a solution to this, have a 2^nd static ad that does not use {Keyword} insertion in the order as a default. When the keyword is too long, adCenter will display the static ad.

Entering Dynamic Text (parameters) to your Ads

To view your ads and enter parameters, first log in to adCenter and then:

· Go to: Campaigns > Orders > Keywords > Manage Keywords > Dynamic text.

· Click the Dynamic text link to display a drop-down list.

· Click the parameter you want to view. You can view all three parameters at once or select them one at a time.

o Tip: Parameters have to be entered keyword by keyword, but you can enter the same value for all keywords in an order.

· Param1 is used to dynamically insert a keyword-level tracking code and landing page so you can report and analyze on a keyword level rather than just the ad or order level.

o Tip: {Param1} is also referred to as “Keyword Destination URL” and has a higher character limit (1022 characters) than the other parameters to accommodate long tracking URLs.

o Tip: You can use {Keyword} insertion in the same ad even if you’re using param1, param2, or param3.

· Param2 is a word or phrase that can be unique to each keyword and dynamically inserted in the ad text to make the ad more relevant, have correct formatting/capitalization, or replace a misspelled word.

o Tip: {Param2} is commonly used in lieu of {keyword} if the keyword insertion will make the ad title or text too long.

o Tip: {Param3} is often used for prices that are updated frequently.

o Tip: If using the code {param2} or {param3} in the text of the ad causes it to go over character limits, the ad will be rejected by adCenter.

o Tip: {Param2} and {param3} have a maximum limit of 70 characters.

Putting It All Together…

Based on your needs, you can use all four types of dynamic text in your adCenter ads. Just keep in mind the editorial policies and character limitations.

**How editing dynamic text affects the editorial status of ads and keywords**

Each time you update keyword insertion and/or dynamic text in adCenter, the associated ad/keyword combinations will go through editorial review again, so be sure that the keyword, ad, and landing page adhere to adCenter editorial guidelines to facilitate this process.