Welcome to the community!
What you are seeing is referred to as an AdParam. This specific example is
a keyword insertion AdParam. When the ad is served, the keyword will be
used to replace the token {keyword:partnos}. If the keyword does not fit,
or for any reason cannot be inserted into the ad, 'partnos' is used as the
default value.
You can actually use AdParams in the destination URL also. Of course this
means you have to be very careful to ensure that anything that is
substituted in gets appropriately served by the destination web server as
invalid destination URLs will cause headaches, potentially preventing ads
from serving. There are many ways to handle this depending on the
technology used in the web site and the level of access you have to the
server configuration. If the web page is mostly static html, you may want
to use mod_rewrite to handle cases where a page doesn't actually exist. If
it is something more dynamic you could handle it with HTTP:GET parameters
("...index.php?keyword={keyword:default}").
Whatever solution you choose, my understanding is that it is important for
quality score reasons to appropriately handle the default case and make
sure that relevant content is served for your targeting and keyword
choices. AdParams in destination URLs is a very valuable tool, but should
be used carefully.
https://developers.google.com/adwords/api/docs/reference/latest/AdParamService
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