MSN adCenter offers a deeper keyword destination URL targeting to web marketers if you want to get into all the nooks and crannies of keyword-targeting tools. This level of keyword URL targeting is optional and won’t have a major effect on your account.
If you’ve organized and deployed your ad groups and keyword lists as efficiently as you can, with maximum relevancy, you don’t need these tools. In fact, using them is overkill unless you have generic ad groups and campaigns, and you need to make your ads as dynamic as possible.
MSN offers a {param} or dynamic text option for ads that contains placeholder text. If the ad copy contains a dynamic keyword or {param} and your keyword list contains keywords that are too long to fit within the {param} parameter of the ad text, you can specify something else to display instead.
Suppose that the ad copy reads Save on {param2}, but the keyword that the user searched on is cheapest Hawaiian vacation packages, which is too long to display. If you configure {param2} as Hawaiian vacations, the ad will display Hawaiian vacations instead. Follow these steps to set the text in the keyword list for dynamic insertion:
Click the ad group’s name to open the ad group.
Click the Keywords tab to open the entire keyword list for that ad group.
Click the Columns button in the navigation area, select the Placeholder {param2} check box, and click OK.
The Placeholder {param2} column now appears in the main navigation area.
Click the keyword(s) that you want to add alternate text to.
Enter the alternate text and click the Save button in the top-left corner above the Keywords column.
How you enter the text in this field is exactly how it will appear in your ad, including capitalization.
You also need to set up your ad copy to use dynamic insertion.