PHP variable in HTML

[champbronc2]

<?
$lole=$_COOKIE["usNick"]; require("config.php"); echo $url; ?>/register.php?r=<? echo $lole;
$refurl="echo $url; ?>/register.php?r=<? echo $lole" ;
?>
<h3>Tools to help you get referrals!<br> Earn the most out of ChampBux that you can!</h3><br>
<img src="http://www.champbux.com/banner1.png"><br>
<textarea name="forum" cols="45" rows="3" readonly="readonly">[url=$refurl][img=http://www.champbux.com/banner1.png][/url]</textarea>

 

$refurl is showing the correct value, but where it says it is actually putting $refurl

 

How can I fix that?

[revraz]

<textarea name="forum" cols="45" rows="3" readonly="readonly">[url=<?php echo $refurl ?>][img=http://www.champbux.com/banner1.png][/url]</textarea>