Dynamic Parameters¶
Dynamic parameters are placeholder texts whose values will be dynamically set. They start and end with curly brackets. They may appear in all parts of the ad creatives, including title, description, display URL and the landing page URL (which is the URL that the advertiser wants the customer to go to).
Advertisers can customize mobile search ads by using dynamic parameters. You can create an ad as you normally would, and then indicate which parts of the ad will change, based on factors such as keyword search queries by potential customers. A customized ad is more likely to appeal to potential customers because it is more relevant to their specific search queries.
In general, there are two use cases to consider:
Use parameters as the dynamic text in ad creatives. Ads that take advantage of dynamic text tend to have greater customer appeal when people search and land on pages that are tailored to their specific product needs.
Use parameters as tracking macros in the landing page URLs. When you insert a tracking macro in your landing page, a real value for the search query is created. When the customer clicks on the ad, the ad will carry the real value as a landing page URL to the advertiser’s website. The advertiser can then track the performance of the ad, using analytics or other software performance tools.
Dynamic text¶
Use dynamic texts in ad creatives, like title, description, and display URLs.
For example, if your customer searches for a particular term or product, like an Apple iPod, using dynamic text you can insert your bidded term into your ad creatives and ensure your ad is more specific – and relevant – to that customer.
You accomplish this by inserting and setting the keyword variable, as shown in the table below, that matches your customer’s search query.
The following dynamic text variables are available in Yahoo Native campaigns:
Dynamic text |
Specified in Ad object |
Served in Search Channel |
Served in Native Channel |
---|---|---|---|
|
ad.title= ‘Buy |
ad.title= ‘Buy Apple iPod From Us’ |
ad.title= ‘Buy Electronics From Us.’ Best practice: Always use a default value for Native & Search ad creatives. |
|
ad.title= ‘Buy |
ad.title= ‘Buy Roses From Us’ |
ad.title= ‘Buy Flowers From Us.’ Best practice: Always use a default value for Native & Search ad creatives. |
|
ad.title= ‘Buy |
ad.title= ‘Buy Mints From Us’ |
ad.title= ‘Buy Chocolate From Us.’ Best practice: Always use a default value for Native & Search ad creatives. |
|
ad.title= ‘Buy |
ad.title= ‘Buy Espresso Beans From Us’ |
ad.title= ‘Buy Coffee From Us.’ Best practice: Always use a default value for Native & Search ad creatives. |
The following are dynamic text and variable options available in Native & Search campaigns:
Type |
Description |
Common use case |
---|---|---|
|
param1, param2 and param3 are variables that can be used to change several ads simultaneously. Defaults can be defined for all types of dynamic text: param1 has a 1,022 character limit, while param2 and param3 have a 70 character limit each. You can set the value for param1 using the insertionText field for paramIndex=1 in the adParamValues attribute of a given keyword. Set the value for param2 using the insertionText field for paramIndex=2 in the adParamValues attribute of a given keyword. Set the value for param3 using the insertionText field for paramIndex=3 in the adParamValues attribute of a given keyword. For more information, refer to the section AdParamValue Object in the Keyword object description. |
For example, if an ad title is Buy |
Tracking macros¶
Tracking macros are variables that you can insert in search and native ads to track customer clicks in your ad campaigns. Tracking macros only apply to landing page URLs.
You can use tracking macros that are related to a user query. For example, if a customer searches for a new Apple iPod, you can fill in the title, type and description of the product, customizing your search ad campaigns.
How It Works¶
When a Yahoo Native user performs a search, several elements of the impression and click events have yet to be determined:
Is the user on a mobile device or desktop computer?
What was the user’s full search term?
How can I capture the keyword and ad id values that led to the click?
Which keyword match type value led to the ad impression? Broad, phrase, or exact?
Dynamic URL parameters enable you to collect this information the moment a user clicks on an ad.
Using the standard querystring
parameter convention, you can utilize this syntax to capture the required information: ?someParam={someParam}&anotherParam={anotherParam}
.
If a URL parameter is not supported, the default behavior is to substitute the value in curly brackets with an empty string.
For example:
If set in Yahoo Ad Manager:
yahoo.com?someUnknownParam={unsupportedORunknown}&kwid={keywordid}
Serves as:
yahoo.com?someUnknownParam=&kwid=1234
To ensure that your landing page can handle this scenario, you need to set default values.
Note that for native ad clicks, the only supported URL parameters are {adid}
, {creative}
, {device}
, {network}
, {adgroupid}
and {campaignid}
. Any other URL parameters will be replaced with empty strings as well.
Supported tracking macros¶
The following tracking macros are supported in Native campaigns. Note that for tracking macros not listed in the following table – and thus not supported – the macro is blanked out.
Macro |
Search Support? |
Native Support? |
Specified in Ad Object |
Served in Search Channel |
Served in Native Channel |
---|---|---|---|---|---|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
Note: The landing URL will be blank. The ad will be not be served. |
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
Yes |
|
|
|
|
Yes |
Yes |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
Note: The landing URL will be blank. The ad will be not be served. |
|
Yes |
Yes |
|
|
|
|
Yes (Sitelinks only) |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
No |
|
|
|
|
Yes |
Yes |
|
|
|
|
Yes |
Yes |
|
|
|
[New]: Note the addition of this tracking macro: ${REQUESTID}
. The macro inserts a GUID to ensure that a browser or proxy server requests a fresh creative on every ad call, rather than serving a previously served creative that remains in the browser’s cache.
For example:
f36d2ea4-d802-11ea-bdbc-2c59e5417fb0-7f6bc5ce2700
Note that the following dynamic URL parameters are supported:
{matchtype}
: The delivered match type of the bidded term that triggers the ad. “e” - exact match, “p” - phrase match, and “b” - broad match.{bidmatchtype}
: The match type of the bidded term that triggers the ad. “e” - exact match, “p” - phrase match, and “b” - broad match.{device}
: The device that the click is coming from. The values are : “p” - Phone, “t” - Tablet, “c” - Desktop or laptop computer.{network}
: The click coming from native. The value is: “n” - Native.{targetid}
: The ID of the keyword (labeled “kwd”) and remarketing list target (“aud”). For example, if you add a custom audience list (ID “456”) to your ad group and target the keywords ID “123”, the {targetid} would be replaced by “kwd-123:aud-456”.{ifcontent:value}
: This macro will allow you to set a specific value for search campaigns that serve on native supply (i.e., search retargeting on native). The macro isn’t supported for general native campaigns.
New Vendor-Specific GDPR Macros¶
Yahoo’s Native platform supports IAB TCF v2.0 GDPR macros: ${GDPR}
and ${GDPR_CONSENT_#}
.
The ${GDPR}
macro returns a 1 or a 0 depending on if GDPR applies. 1 identifies an EU user & consent must be checked. 0 identifies a Non-EU user & consent need not be checked.
The ${GDPR_CONSENT_#}
macro is the IAB-supported macro for passing GDPR consent string. The # in ${GDPR_CONSENT_#} should be the vendor’s IAB ID number based on their IAB TCF 2.0 registration (example: ${GDPR_CONSENT_25})
. This macro is only meaningful if gdpr=1 (GDPR applies).
New Publisher Tracking Macro¶
Native Ad Platform now provides you with a new publisher macro: ${supply_name}
. This new macro enables advertisers to optimize performance by seeing full domain names or app package names where their campaigns are running.
Advertisers can take advantage of this macro for purposes of more granular reporting and user analytics. You can also use this macro to match up supply performance to backend metrics not exposed in the Native Marketplace, as well as learning what sites to blacklist based off of performance.
Usage¶
The macro is not case-sensitive: it can be specified as either
${supply_name}
or${SUPPLY_NAME}
. Note that the $ is necessary, however.The macro returns the full domain name of a website.
The macro will return the names for Yahoo Ad Tech O&O suppliers as well as 3rd party suppliers, but the O&O sites and apps cannot be blacklisted, neither can any premium publisher partner.
Macro Setup¶
To set up the macro, follow these steps:
Add the macro to all click URLs, so you can begin seeing the data. Note that historical data is not available for reference, and that 7-10 days of data collection are required before you can begin to optimize for campaign performance.
An example construction of the URL with the macro looks like this:
http://www.yourwebsite.com?utm_source=yahoo&utm_medium=stream&utm_campaign=female_18_44_desktop_diamond_travel&utm_content=insta929&utm_term=${SUPPLY_NAME}
Once the macro is expanded in the advertiser’s server logs, the full domain names and/or app package names will appear.