Here’s very handy tip that a lot of Adwords advertisers aren’t aware of.  It’s simple to use and will improve conversion rates.  In addition it will improve click through rate (CTR) which, in turn, will lower your cost per click (CPC).

When someone searching in Google uses words that are in your Adwords ad, those words will be bolded on the user’s screen.  Therefore, whenever you can put your keywords in the ad you’ll benefit from this bolding by getting that user’s eyes to go to your ad perhaps before the others in the list.

But, of course, if you’ve got hundreds of keywords on your bid list it’s impractical to also create hundreds of different ads so they all have the different keywords/search terms in them!  Google has provided a solution they call dynamic Keyword Insertion.  Wherever you use this, the search term will be placed there.

The syntax is {keyword: }, or {KeyWord: } when you want the words capitalized.  Type this exactly, then after the colon put a general keyword.  What will happen is that the word or phrase being searched for will replace the syntax in your ad.  The keyword you put after the colon will appear in those cases where the search term is too long for the Adwords space you have it in or can’t be processed for some other reason.  This way your ad will still show.

Of course, you must be mindful of your ad content.  Don’t use this tactic with a huge catalog of products, as your ad might then not match the dynamically inserted keyword, nor will your URL.  You should only be using it when the destination page and the ad content match the keywords you’re bidding on.

The best place to use this is in your ad title, using the capitalized version, as the complete ad title.  Then write the rest of your ad as you normally would, with lines that would entice your searcher to click.

This entry was posted on Wednesday, January 27th, 2010 at 8:46 pm and is filed under How To. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.