Mike Seddon is an Adwords Guru.
He is the author of the Adwords Video training program Success with Google Adwords and the founder of Website Promotion Blog.
One of the sure fire ways to improve your click through rate is to get your keywords into your ad. I've tested it many times and it always improves both my click through and the price I need to pay for the click.
Generally I create tightly organised Adgroups with closely related keywords and so it is easy to include keywords from the group into the ad. However, most Adwords experts know how to get Google to do this automatically for you.
You can use a process known as Dynamic Keyword Insertion. Yes I know it's not exactly an exciting name but that's what they are calling it.
To use Dynamic Keyword Insertion, you simply ad this phrase {keyword} into your ad. Whenever you ad is displayed, Adwords will replace the phrase {keyword} with the keyword from your Adgroup that trigger the ad.
One point to note though is that the maximum line lengths for the ad still apply, so if the keyword you are inserting would mean that the ad broke those rules then your ad would not display. Not good news!
You can get around this using a default keyword. This keyword would be used whenever the trigger keyword would make the line too long. To use a default keyword, you simply type {keyword:default}. For example, {keyword:shoe shop}.
You can apply this trick to any line of your ad. Yes I did say ANY line. Most people who know about Dynamic Keyword Insertion only think it can be applied to the Title line or the first three lines. They do not realise that it can actually be used with the display url.
Clearly you cannot replace the display url with a keyword because that would change the domain you are using and Google insists that the domain in the display is the same as the one in the destination url. However you can add it onto your display url.
For example, instead of a display url such as www.kksmarts.com I could type www.kksmarts.com/{keyword:default}. I always use a default keyword when I am inserting a keyword onto the display url because you only have 35 characters to play with and the domain name usually takes up quite a lot of those.
Dynamic keyword insertion in the display url can have a dramatic impact on your ads, so it's worth testing. Try running two nearly identical ads where the only difference is that you are inserting the keyword into the display url. I think you will be pleasantly surprised.
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