Contains the value of a keyword's param1 property, which is used by Google Ads and Yahoo! Gemini to dynamically change ad text based on the keyword that matches a customer's query.
Learn about valid values for this parameter.
Add this column to a report-
Navigate to a Google Ads or Yahoo! Gemini engine account, campaign or ad group.
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Click the Keywords tab.
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Above the performance summary graph, click the Columns button.
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Type the column name in the search box.
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Click + next to the column name in the Available columns list.
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Click Apply.
The param1 column isn't available for Microsoft Advertising, Baidu, and Yahoo! Japan accounts. If you scope to an advertiser and view this column, the column displays -- (dashes) for these accounts and you can't edit the value.
At any scope in Google Ads or Yahoo! Gemini accounts -- (dashes) may also be displayed if a value isn't specified, but you can click the pencil icon in a row to edit the value.