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Use Keyword Insertion for More Relevant PPC Ads

E-Power Marketing
by E-Power Marketing on Apr 6, 2010 10:15:00 AM

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.

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E-Power Marketing
Written by E-Power Marketing
E-Power Marketing has been delivering the traffic, sales and conversions our clients deserve since 1998. We want to learn more about your brand and business goals so that we can show you how an online marketing program with E-Power can help! Contact us today!

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