This is the 14th post in the SEM Intermediate Series, a collection of posts intended for search engine marketing professionals looking for guidance in monitoring and adjusting the key performance indicators (KPIs) that determine the success of a PPC campaign. This series is a continuation of the SEM Beginner Series.
If you haven't already read the SEM Beginner Series on dynamic text, dynamic text is a word, phrase or other information that is inserted into ad copy. It allows you to tailor ad copy to actual search queries and create more relevant ads, both of which typically drive stronger CTR and conversions.
The following types of dynamic text are explained more in-depth below:
- Keyword: Customize your ad based on search queries.
- Destination URL: Change the destination URL based on search queries.
- Placeholders: Revise multiple ads simultaneously by using placeholders.
Keyword Insertion
You can customize your ad to a search query by inserting a keyword into the ad title, text, display URL or destination URL. It's simple! All you need to do is insert the {keyword} variable into the part of the ad in which you want the keyword to appear.
The table below shows how different search queries affect the ad text: "Buy & save on {keyword} today!"
When using the {keyword} insertion variable, the keyword inserted appears EXACTLY as it was uploaded into adCenter. The inserted keywords may be misspelled or lower case. Keep this in mind when using keyword insertion for ad titles.
Destination URL Insertion
You can drive searchers to a specific landing page based on their search query by dynamically inserting the destination URL. This can be done by uploading {param1} as the destination URL for ad copy. Then, you will need to assign each keyword with the landing page that you want to appear.
Let's say that your travel company, Margie's Travel, wants to drive users to specific landing pages based on their travel destination. The table below shows how search queries are used to determine which landing page your customers are directed to:
Dynamic Text Insertion Using Placeholders
Microsoft adCenter allows you to revise multiple ads at the same time by using dynamic text placeholders {param2} and {param3}. You will just need to insert the {param2} and/or {param3} variable into ad title, text or display URL. Then, you will need to assign a {param2} or {param3} value to each keyword to indicate the text you would like inserted into ad copy.
For example, the ad text "Order {param2} Now & Get {param3}!" could result in the following ads:
- Order Women's Shoes Now & Get 10% Off Your Entire Order!
- Order Ladies Boots Now & Get Free Overnight Shipping!
- Order Women's Dress Shoes Now & Get 20% Off and Free Shipping!
Advertisers often use the {param2} variable for ad title insertion opposed to {keyword} insertion. Since the {keyword} variable inserts the keyword exactly as it was uploaded into adCenter, your ad title may be lower case or misspelled. The {param2} variable allows you to assign a value for each keyword, and in doing so, you are able to control capitalization, correct misspellings and ensure that your ad title adheres to character limitations.
Also, make sure that the dynamic ad does not result in ad copy that exceeds adCenter limitations. Ad titles can be up to 25 characters and ad text up to 70 characters. To prevent this from occurring, you can define defaults for all types of dynamic text: {keyword:default}, {param2:default} and {param3:default}. This way adCenter will automatically use the default text if the keyword exceeds the character limitation.
Good luck using dynamic text insertion in your ad copy. Next week I'll be posting information on complex uses of dynamic text in your ad copy. If you have any questions, please leave a comment below.
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