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We all know that great PPC ad copy grabs the reader's attention and drives them to take the next step - the click-through. Engaging and attractive ads are those which speak to the audience and show them exactly what they are searching for. But when all the ads on the search results page have similar messages, relevancy to the searcher becomes increasingly important.

Keyword insertion is a PPC feature that can improve the relevancy of your ad by automatically inserting a visitor's search query into a part of the ad text. The advantage is that users are more likely to click an ad when they see the same key phrase that they searched.

To use keyword insertion for Google AdWords, place the following piece of code into a section of your ad text: {Keyword: Default Text}. The "Default Text" is where AdWords will automatically place the keyword that triggered the ad.

Here is an example of the keyword insertion put to work in the headline for an example Ad Group that we'll simply call Cookware. The Cookware Ad Group has the keywords "Teflon Pots", "Stainless Steel Pans", "Non-Stick Pans", and "Heavy Duty Pots and Pans".

Original Ad Text:

Find {Keyword: Pots and Pans}
From Top Kitchenware Designers
Money-back Guarantee!
www.YourCompanyName.Com


"Teflon Pots" is searched:

Find Teflon Pots
From Top Kitchenware Designers
Money-back Guarantee!
www.YourCompanyName.Com


"Stainless Steel Pans" is search:

Find Stainless Steel Pans
From Top Kitchenware Designers
Money-back Guarantee!
www.YourCompanyName.Com


"Heavy Duty Pots and Pans" is searched:

Find Pots and Pans
From Top Kitchenware Designers
Money-back Guarantee!
www.YourCompanyName.Com

For each key phrase that is targeted in the Ad Group, the default text is replaced by that phrase. When there is a search for a targeted phrase that will exceed the 25 character limit for the headline the default text "Pots and Pans" will appear. This is the case in the last example. "Find Heavy Duty Pots & Pans" is over the 25 character limit for a headline.

The keyword insertion method can also be used in the same way for creating an enriched ad text and display URL. It can also be implemented multiple times in a single ad, so you can have it in the headline, text and display URL.

Keyword insertion not only works for Google AdWords, but also on MSN AdCenter and Yahoo Search Marketing. Each is slightly different from the next, but all have generally the same function to help you boost your ads.

Remember that PPC campaigns need to be constantly monitored and adjusted. The same is true about ads as your competitive landscape and customer behavior are always changing. Even using these methods sparingly can have a positive impact when done correctly.

Labels: Keyword Insertion, PPC Advertising

The Internet is an important purchasing resource for both retail and business-to-business buyers. Every day half of Internet users use a search engine. As a result, businesses need effective search engine marketing to remain competitive.

Google is the dominant search engine receiving over 70% of Internet searches. Strong search positions can generate substantial revenues. How strong are your Google search positions? Do you wonder why you are not doing better on Google?

Content is what drives search positions. Effective search engine optimization starts with keywords strategically placed in Web site content.

But more importantly, success on Google requires content that holds your visitor's attention. That is because Google measures how long someone stays on a site after clicking a search result.

An effective strategy for success with Google that also works well with buyers is creating informative content that educates your visitors to make better buying decisions. Content that grows their knowledge will hold visitors longer. Educating your visitors will establish you as the expert. So when it is time to buy, you will be given top consideration.

This strategy worked for a long-time client of E-Power Marketing that does metal finishing, an industry seriously impacted by the problems of the auto industry. Strong content optimized for search engines opened the door to new customers from companies who never would have otherwise heard about our client.

The client's vice president of marketing told me, "a major medical manufacturer found us on Google. He contacted us because he read on our Web site a new process to save on gold plating. This generated the best diversification of our capabilities."

Informative content optimized for search engines is where you need to start if you want success on Google. Focus on strong content and you will find it easier to get the search positions you're looking for on Google.

Strong, informative content will also motivate others to link to your Web site. Links from other Web sites are another factor that impacts Google search positions.

In other words, success on Google starts with strong content.

Labels: Organic SEO, SEM Back to Basics