How do Product Text Ads display prices?

We often receive questions about the dynamic parameter {param1:price} and how it works in product text ads. In this article, we’ll explain what it is, how it works, and the benefits it brings to your product text campaigns.

Ad example

First, we need to clarify in which types of campaigns the dynamic price parameter can be found. It can be used in Product Text campaigns (where it displays the current price of a product) and in Product Group campaigns (where it displays the lowest price for a group of products) for Google Ads, as well as for Microsoft Ads.

When you create or edit a Product Text campaign in the PPC tool BlueWinston, you can see the displayed price for the given product. This price comes from the data source (XML feed) and is therefore up to date.

When you upload a campaign to Google Ads or Microsoft Ads, you will see the dynamic parameter for the price, which might look something like this:

We would like to assure you that this is correct. You can verify this by searching for the product through Google or Bing search. An ad for the product will be displayed, including the current price.

How does the dynamic parameter {param1:price} work?

The dynamic price parameter works by storing the value of {param1:price} at the keyword level. This means that the keyword will have the product’s price written according to the current data in the XML feed. Subsequently, if the product’s price changes, only the value in {param1:price} changes, and neither the keyword nor the ad is altered.

The advantage is that you can collect data for keywords and ads without the need to change the keyword or the ad every time the product’s price changes.

The price is always saved in the param1 parameter for each keyword created via BlueWinston. This ensures that the price is always up-to-date (according to the XML feed).

What Problems Can Arise?

Displaying “price” instead of the actual price

Sometimes we encounter situations where the ad displays “price” instead of showing the actual price of the product. This can happen, for example, if keywords that were not created through BlueWinston, such as manually added keywords through Google Ads or keywords automatically added through Google recommendations, were added to the campaign.

If manual or automatic addition of extra keywords occurs, it’s important to know how param1 is set for these keywords.

BlueWinston has a feature that tracks these added keywords (which don’t have the BW label – because they weren’t created through BW) and ignores them. This means that it neither pauses nor activates them. The only exception is that BlueWinston sets param1 even for these additional keywords. If you’ve added some keywords, they currently don’t have param1 set, hence the ad displays “Price” in Google search.

Setting param1 for these keywords occurs during the next campaign update from BlueWinston to Google Ads (or to Microsoft Ads). It’s sufficient to wait for 6 hours or manually initiate a campaign update. During the update, param1 is also set for manually and automatically added keywords.

Of course, you can use Google recommendations and automatically add keywords to campaigns as needed. You can also manually add relevant keywords to campaigns. However, keep in mind that param1 for new keywords will be set only after a few hours. Alternatively, if you want to expedite this process, you can manually update the campaign in BlueWinston for Google Ads / Microsoft Ads.

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About the Author:

Account manager at BlueWinston & CCS Shopping in EU (I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search)