Last month my colleague Libby Thomas wrote an introduction to Dynamic Text Insertion. You may remember she mentioned that a study has shown that inserting the exact keyword into a paid listing improves CTR by 38% on average.

Keyword Insertion

With adCenter, the easiest way to include the search term is through {keyword} insertion. This function allows you to drop the term from the search box straight into your ad. But what if inserting the keyword would take you over the 25 character limit for titles or the 70 character limit for descriptions?

Default Text

You can define default text for use with {keyword}. The default text is then used in your ad whenever the ad would otherwise exceed character limits. You can also use default text with {param1}, {param2} and {param3}.

If your ad title is "{keyword} in Stock Now" and one of your {keyword} variables is "Mountain Bike Parts," the resulting ad title, "Mountain Bike Parts in Stock Now," would exceed the character limit for ad titles. As a result, your ad would not be displayed.

However, by using default text in your ad title, you can keep your ad text within the allowable character limit. If your ad title is "{keyword:Bike parts} in Stock Now" and someone searches by using your keyword "mountain bike parts," your ad title would be displayed as "Bike parts in Stock Now”.

So now that you know how to use Keyword Insertion with Default Text, why not give it a try and see how much your CTR increases?

Thanks for reading,

Phil