Begun, the second large Russian context ads network introduces templates for context ads, as it's been stated at corporate site.
A template of context ads is a basic form of ads in which Begun inserts search keywords automatically according to user queries. E.g., the ad template heading "#foreign# cars sale" will appear as "Audi cars sale" for the user query "Audi cars", which would attract attention of potential customers who are interested in cars of this particular car maker.
Thus an advertiser can use single template for a bunch of keywords or promoted products, which will show ads relevant to a particular search query.
Templates can be used as in ad heading as in ad description but only once in each section.