If you are familiar with dynamic ad creative tools and interfaces like Facebook and Google, you might be familiar with the term Placeholders or Variables. If you are new to these types of systems, it might be a bit confusing, so we created this document to help explain what they are and how to get the most out of them in our application.
Think of a placeholder that is as a variable that will be assigned a value at a point in the future. In the terms of our application, these values are usually assigned during one of the internal processes our system performs. In most cases, this is the processing of a Search or Video Template.
In most cases Usually, the source of the data for these placeholders comes from an attribute. An attribute is a unique data descriptor or object. In simplest terms think of a column heading as an Attribute and the information listed in the column and the variable that fills a placeholder.
Name | Address | Xxxx | xxxxx |
Hoot Interactive | Bee Ridge Rd |
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In this example above, the column heading for “Name” is the attribute, . Hoot Interactive is the Variable.
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[Color]
[Condition]
[Description]
[Doors]
[Drivetrain]
[Fuel Type]
[Image Type] – Review our Machine Learning and Image Classification Documentation
[Make]
[Mileage]
[Model]
[Price]
[Title]
[Transmission]
[Trim]
[Type]
[URL] – This is the product VDP/PDP. This is not an SRP URL Link Can only be used when using [VIN] in the ad group naming.
[VIN]
[Vehicle Type]
[Year]
Derived placeholders
There are Additional placeholder additional placeholders that you will see in documentation or active in the application that are calculated or derived fields from that indexed data. These placeholders can be used in lieu of utilizing Google Ad Customizers for count and price, but they should only be used in very specific circumstances. These variables are not dynamically updated inside templates. These values are derived when the indexing occurs, so the values are pre-determined before template creation.
Hoot side variables are available within Auto Templates to accomplish the same goal as standard ad customizersAd Customizers, but without the integration of data feeds into Google Ads and ad customizer Ad Customizer calls. To insert Minimum Price and Count data via variables, open your desired auto template AutoTemplate and replace your existing ad customizer Ad Customizer calls with the variables listed below. These values will dynamically update your RSA at the same time as the rest of your campaign content from the Hoot side, this results in a simple integration of dynamic ad copy.
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To utilize variables using placeholders you simply add the column header wrapped inside brackets []. You then place the [placeholder] inside ad group names, final URL’s, ad copy, keywords and custom parameters.
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The vehicle references are:
2016 Ford Mustang – (For Ford I have no alternate values listed).
2017 Chevrolet Silverado 1500 -( For Chevrolet I have “Chevy” listed as an alternate).
So, I am going to write my placeholder so there is a decision. This is me telling the system That that I want to use the Make Alternate Values if there is one, if not then use the original value.
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Now let’s use the same idea but let’s apply it to trim. In this case I am going to use the same behicle vehicle but include a trim for the Silverado.
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