Credit where credit is due: This post was written by Media Specialist Lara Hanif, but as she just welcomed a beautiful baby girl into the world, I'm posting it in her stead while she's on maternity leave. Congratulations, Lara!!
Using dynamic text in adCenter can help you create ad copy that stands out from the crowd and may entice buyers to click on your ads, thereby improving your CTR. With the holiday season in full swing, now is the time to optimize your ads by making them customizable with product-specific information through the use of dynamic text. You can quickly update multiple ads simultaneously with dynamic text, which allows you to customize your ads that are more likely to attract your target audience.
In the past keyword insertion (formatted as "{keyword}") has been a scalable way to customize ads and increase the chances of a potential customer clicking on your ad. However, keyword insertion isn’t very flexible; it can result in editorial disapprovals and can negatively impact campaign performance if:
• Keyword is longer than the 25 character limit for titles
• Keyword is misspelled or contains grammatical errors
• Keyword consists of grammatically incorrect phrase
The dynamic text functionality utilizes the placeholders {param2} and {param3}, and can mitigate the shortcomings of keyword insertion. Dynamic text lets you specify which parts of the ad will change by instructing adCenter to pull your pre-determined text variables, based on the search query.
During the holiday season you may want to create main ads that vary by the product and discount being offered. Try including attractive offers like “free holiday shipping”, “overnight delivery” and “free gift wrapping” as your param2 dynamic text and complement with offer end dates or terms such as “12/20” or “on orders over $50” as your param3 to put some urgency, which will be inserted to the ad copy when the associated keyword is searched. It is pretty easy to set up and it can increase your click-through-rate at this very critical time of the year!
Here are some really good ad copies that were recently posted on Microsoft Advertising website in “Best Search Marketing Practices for the Holiday Season”
Follow these steps to create your dynamic ads:
In summary, dynamic text allows you to customize your copy to create a more relevant ad for your customers, increasing your click-through rate (CTR), positively impacting your search result page ranking, decreasing editorial disapprovals and helps to ensure that the clicks you receive are coming from the right customers ultimately converting to a sale or lead, which may improve your return on investment (ROI). Param2 or param3 is a word or phrase that can be unique to each keyword and dynamically inserted in the ad text to make the ad more relevant, have correct formatting/capitalization, or replace a misspelled word.
For more on dynamic text, you can either view previous posts and forum topics by searching for "dynamic text" in the Green "Find an Answer" box on the right hand nav:
Or you can click on the entry for dynamic text through the categories section located at the bottom of the adCenter advertiser blog main page:
If you have any questions or comments please visit the adCenter Forum.
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