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What is an Ad Template, Text Ad and Backup Ad?

Last Updated: Jan 25, 2013 06:20PM AEDT
An Ad template is made up of a Text Ad and an optional Backup Ad. 

Text Ad

Text Ad is where you define your Text Ad for Google Adwords. 

Tokens can be added into your Text Ad so corresponding data from your imported CSV can be dynamically inserted for each Ad Group. You can create multiple ad templates if you wish to test different ad messages in the same ad group.


Backup Ad

If a token causes a field in the text ad to exceed Google’s character limit, then Keyword Machine can swap out just that field or the entire ad with your backup ad automatically. 

This allows you to generate hundreds of text ads that all comply with Google’s character limits and is ready to upload immediately into Google AdWords, without any further changes. 

Backup ad can only contain static text. Tokens will not work in the Backup Ad. 

Things you should know about this screen:

* You can use Tokens in your Ad Templates. To insert tokens, just type the [ symbol i.e. open square bracket, and a drop down menu will appear that allows you to choose from your available tokens. The token name will not be displayed in your exported CSV. 

* Ad Preview only displays Ads derived from the first 5 rows of your Keywords & Data CSV and Stem Keywords list.

* Character count in Ad Template ignores Tokens

* The Backup Ad uses static text only and won’t accept Tokens. 

* Currently the character limits imposed on text ad templates do not support:
- double-width languages such as Chinese, Japanese or Korean
- longer text ads for certain countries in Eastern Europe and Asia 

* Google’s keyword insertion codes e.g. {KeyWord:Chocolate} can still be inserted into Ad Templates and Backup Ads

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