Ever wonder how the guys in the top PPC positions create those cool, high CTR and high converting ads? We use dynamic text insertion. Now that MSN has fixed their dynamic system with the abilty to specify default text, let’s use them as an example.
It’s pretty simple really. You just put the variable {keyword} in the postion in your ad where you want that keyword to appear. So if your keyword is the fictional band “toxic cucumber” and you are selling CDs for any band, your ad text might look like
Buy {keyword} CDs
and when the customer searches for “Toxic Cucumber” the ad title they will see is:
Buy Toxic Cucumber CDs
Now you can also repeat the variable in anywhere in the ad for more effect. So your ad could be:
Buy {keyword} CDs
We are the best place to find {keyword} CDs.
Order now for free shipping.
One thing you have to be careful is how the length of the dynamic keyword will affect the length of your ads. In MSN (and Google Adcenter) you are limited to a 25 character title. So what you always need to do is specify a default text that will be displayed when the keyword causes the ad title to be too long. You do this by using {keyword:default}.
So in our example we could use {keyword:The Latest}
Then if someone was searching on our keyword “system of a down” which would cause our title to be too long, the ad they would see is:
Buy The Latest CDs
We are the best place to find The Latest CDs.
Order now for free shipping.
That’s all there is to it. You can get really creative with ways to use dynamic insertion in your ads. Then sit back and watch your CTR and conversion go through the roof!
How well does that work with Google (or other) quality scores though? Would we be relying on the landing page, domain strength, or account history to keep the CPC down?
This can only help with quality score, because your ads CTR goes up. If your QS increases, your CPC will decrease.
I love how MSN AdCenter finally did something right.
you might also try {KEYWORD:Your Keyword Here} for the title in particular, which will render your title in ALL UPPERCASE LETTERS. Improves CTR for me on the content network in particular.
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Dynamic content is the future of e-marketing! It’s already beginning to be used extensively in email marketing, and will continue to grow in popularity due to its increased effectiveness!
Great post! Thanks!
[...] way or the other. For a while I was convinced that I could get getter quality scores by NOT using dynamic insertion. Then another test proved that I could get great QS using [...]