This is the 4th post in the SEM Beginner Series, building off last week's post on ad copy. This series of posts is intended for new search engine marketing professionals that are looking for guidance to help identify, monitor and adjust the key performance indicators (KPIs) that determine the success of a PPC campaign. Previous posts in this series discussed click-through rate (CTR) and cost-per-click (CPC).
What Is Dynamic Text and Why Is It Important?
You can customize your ad copy to search queries by using dynamic text - a word, phrase or other information that is inserted into the ad title or text. Utilizing dynamic text helps to create more relevant ad copy and tailors ads to the actual searched term. And, typically drives stronger results in click-through rate (CTR) and conversions.
There are three different types of dynamic text:
1) Keyword: Customize your ad based on search queries
2) Destination URL: Change the destination URL based on search queries
3) Placeholders: Revise multiple ads simultaneously by using placeholders
Using dynamic text is simple. All you need to do is insert the variable into your ad or URL where you want the dynamic text to appear. Let's look at a keyword insertion example using the keyword "Orlando Hotels". You would create a new ad that inserts dynamic text into the ad title: "Save on {keyword}". When the ad is served on Bing, the ad title would become "Save on Orlando Hotels", which includes the keyword that the user searched.
Best practices for using dynamic text include capitalizing all keywords to ensure proper casing in ad titles, making sure dynamic text fits within ad copy character limitations, and running a static ad along with your dynamic text ad in each ad group to test performance.
Dynamic Text and Key Performance Indicators (KPIs)
Similar to ad copy, dynamic text is not considered a key performance indicator. However, it can be used to help improve other KPIs. Showing ad copy that is customized to the searcher will provide a more relevant experience and should help better CTR and conversion rate.
You should analyze the performance of dynamic ads versus static ads by running an "Ad performance" report available in adCenter reports. This will help you to determine the success of ads with dynamic text insertion and utilize your learnings in other ad groups, if applicable.
Troubleshooting Tips
Now that you understand dynamic text insertion and how it's used, visit the below links for optimization tips and tricks:
Getting Creative with Dynamic Text in Your Ad Copy
Five Tips for Creating Successful PPC Ad Copy
Increase CTR Using Keyword Insertion with Default Text
Optimizing Your Ads for Relevancy
Using Dynamic Text in Your Search Ads
Dynamic Text Insertion - Introducing adCenter's Superhero
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