If your business is in a competitive industry and you’ve enabled Google pay-per-click ads to get more traffic and market share, then you’ve probably already realized that winning the AdWords game is a daily battle that it takes a lot of time. concentration. If you think you can just write some ads and let them run on autopilot, you might as well open a window and throw your money away.
One of the obstacles facing an AdWords campaign is the fact that Google’s ad format for text ads can be restrictive. A “tweet” allows you more characters than Google for an ad. It always seems like the message you’re really trying to get across is just a few characters too long to fit on the line. There’s only room for the most specific keywords and laser-focused messaging, but this can work to your advantage.
AdWords is basically an ongoing popularity contest. Major players who can afford to bid for first page placement have to demonstrate (in 130 characters or less) why a browser should click their ad over all their competitors. If your company has something to offer that the competition does not have, a better deal, higher quality, more for your money, etc. Sell it to your entire diverse customer base at once using dynamic keyword insertion.
Dynamic keyword insertion is a way of writing intuitive ads that automatically insert the most relevant keyword based on the browser’s search term.
By using the format {keyword: } instead of just one keyword from your ad group, you allow the best keyword from that particular group to be included in your ad.
For example, if you suddenly drop your prices below all your competitors. You can create an ad group that contains the names of your main competitors. For this example, let’s call them “Business A” and “Business B.” Next, write attention-grabbing ad copy, and when it’s time to put your keyword in your ad, write something like this:
Lower prices guaranteed than {Keyword: }
This will sound weird when you type it, but what will show up in a Google search is “Guaranteed lower prices than company A” when someone searches for “Company A” or “Guaranteed lower prices than company B” when they search for that company on particular. ‘ name. If you capitalize the “K” in Keyword within your dynamic copy, Google will capitalize the first letter of any keywords you connect.
Using dynamic keyword insertion is a way to make your ads everything to everyone without having to write and track hundreds of different ads. This can also work for non-business name keywords. Let’s say you’re in the restaurant business and you’re running a local ad to generate more business. If you think you really have the best tasting food in your area, try a dynamic ad line like:
The best tasting {keyword: } on Main Street!
If your ad group contains some of your most popular foods, like burgers, steaks, tacos, and whatever else you sell, then depending on what the browser is looking for, Google will insert that search term into your ad, as long as it has that search term. keyword. in your ad group.
It’s important to form a separate ad group to pull your dynamic keyword ads. Avoid putting too many keywords in this ad group, 2-6 specific keywords is a manageable number to work with. Also, you can put a default word in your dynamic formula, in case the keyword that Google tries to include doesn’t fit or doesn’t show up. In the restaurant example, you could write a line of ad copy like this:
The best tasting {keyword: meals} on Main Street!
Google will still enter the keyword that is triggered from the search, but in case something goes wrong, your ad will say “Best Tasting Foods on Main Street!” it still makes sense. Note that you still need the word “keyword” in this version of the formula.
As always, it’s still a good idea to test two similar versions of ads, changing a few words here and there, but keeping {keyword: } the same. After one week, keep the ad version that gets the most conversions for the lowest cost per conversion.
A company that recently tested dynamic keyword insertion to highlight its value over its competitors experienced a 50% conversion rate within the first two days of new ads running. They even got a conversion of the first two impressions, which only cost them $1.54 on a product that cost $129.00! While conversion rates as good as this are very rare, it’s a prime example of the dramatic increases a business can experience when dynamic keyword insertion is done right.