In today’s market, everyone is looking for a way to differentiate themselves from their competitors. This can be anything from running a competitive offer, rebranding, offering more perks... the list goes on. In search, if you’re a shoe company and a consumer is looking for “black dress shoes” they are going to get ads from you as well as all your biggest competitors. The question is: how do you stand out?

One way is to use the parameter functionality in your ad title and description to your advantage. Don’t overlook your ability to be creative here! Today, I’m going to go over four ways to tailor ad copy to a bidded keyword with a little extra flair:

Product + Adjective

Best Use: If you see a trend in queries involving adjectives, this build out may help with your CTR without being blatantly obvious that it’s a keyword insertion.

Product + Offer

Best Use: This version would be best utilized if you have multiple promotional offers across products.

Geotargeting

Best Use: If you have a geotargeted ad groups to a specific state, this is a great way to tailor ad copy without having to build out separate ads for each state.

Seasonality

Best Use: If you have seasonal product trends, utilize that in your ad copy!

Things to keep in mind:

- Broad and phrase match may skew the difference between bidded keyword and user queries. However, you should be able to still tailor offers, just be smart about your param choices!

- Having 3 versions of ad copy in rotation is recommended by most industry professionals. Keep testing to find that perfect balance, then test some more!

For more info, please see the related adCenter Help topic.

Good luck!