Imagine for a moment that you had the ability to make your Pay-per-click ads as targeted as possible, so that every time a user saw your ad, that user thought, “Hey! That’s exactly what I was looking for!” If you’ve taken the time to develop a detailed structure to your PPC campaigns, you’re halfway there already. Assuming your keywords are broken up into tightly woven groups of relevant phrases and ads, you are primed to take advantage of another great tool that the search engines offer.

Take a moment to search some of your top keywords on Google’s Ad Preview Tool (http://www.google.com/adpreview) . Now look at your ads and your competitor’s ads. Some of the ads will probably have bolded words in the ad text. This happens whenever the keyword searched matches the words in the ad text. All the major search engines reward advertisers for taking the time to create relevant ads that include keywords in the text with this bolding feature. The bolding makes your text stand out from the crowd and will help pull a searcher’s eyes to your ad.

But what happens when you have one hundred different keywords that all belong in one ad group? After a certain point, it doesn’t make sense to continue to break up your list if all the keywords in a group are related. Most small business owners don’t have the time to write a targeted ad for every single keyword on which they want to bid . Rather, you’ve probably grouped similar keywords in one ad group, such as “chocolate bars, milk chocolate bar and chocolate candy bar”. It makes perfect sense, but you can’t fit all three of these keywords in the ads for this group. This is where Dynamic Keyword Insertion comes into the picture. Rather than spend the rest of your days writing ad text, you can write one ad that will automatically insert the correct keyword for you!

When you are writing your ad text, use this tag to dynamically insert keywords in your ads: {KeyWord:Default Text Here}. Now the engines know they should replace this section of text with whatever keyword triggered the ad. It’s important to take the time to replace the default text with text that makes sense and that will still be relevant to your ads. Regular character limitations still apply, so if the keyword that’s triggered makes your ad too long, the search engines will fall back on the default text you’ve supplied them. For example, if we were to use a dynamic ad for our chocolate example above, it would look like this inside our Pay-per-click accounts:

However, when a user searches for “milk chocolate bars” they will see:

Please keep in mind, Dynamic Keyword Insertion is not a one-stop solution for PPC campaigns. Some advertisers will attempt to throw all their keywords in one ad group with a dynamic ad. While on the surface your ads will look relevant and targeted, the search engines may penalize you for not taking the time to properly structure your account. That being said, it’s still a good idea to test some Dynamic Keyword Insertion ads in your accounts. It’s a fantastic tool for increasing the relevancy of your ads and just may be what you need to help take your Pay-per-click marketing to the next level!

This entry was posted on Monday, January 26th, 2009 at 2:19 pm and is filed under eBiz Insider. 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.