by Juan Tejada
Since the launch of the “Quality Score” by Google, the dynamic keyword insertion feature has become one of the most common aids at the moment of writing ads. In a nutshell what this does is that it takes the term searched and places it on the desired part of the creative which could be on the headline, Description 1 or 2 fields, display URL or destination URL, as long as this keyword is part of your campaigns and doesn’t exceed the character limit. If the searched term is too long, then the default text inside the code will appear instead.
The following code has to be used {KeyWord:default text} and it can be combined with other terms outside the brackets. Also, make sure that the K and W are capitalized in order to make sure that the searched term on your ad appears like that.
This is how it works:
Somebody goes to Google and types “search engine marketing” (low caps) and trigger the following ad:
As you can see, not only the keyword is now your headline, it is also bolded for containing the terms that were entered on the search for the user. This has resulted not only on a huge help to improve click through rate (CTR), but most importantly the Quality Score.
But what happens if that person searched for “search engine marketing company” which obviously exceeds the allowed 25 characters on the headline? Well, in that case our default text will be used:
You can see the difference now when the searched term is not part of your ad and the title is not bolded. Your ad will be less attractive, which could translate to a low CTR and, ultimately, a low Quality Score.
So next time you are creating ad variations, go ahead and try Dynamic Keyword Insertion!
Tags: Adwords, Dynamic Keyword Insertion, ppc, Prime Visibility
