Advanced PPC Lessons: Testing Different Ad Copy By Using Dynamic Keyword Insertion

Have you ever noticed that sometimes when you are looking for information on a search engine and you type in a certain keyword phrase such as the title of a book, there will be sponsored listings that match your keyword exactly the way you typed it in? The text in the paid search engine listings will not just be similar to your search, but it will be exactly the same. This is because the advertiser is using an advanced marketing strategy called keyword insertion, which can be used to split test different ads and ultimately increase click-through rates and decrease the amount of money you pay.

The click-through rate of your ad is defined as the rate at which customers click on your ads compared to the number of times your ad is displayed, and so if your objective is to run a profitable ad campaign then you want this rate to be as high as possible. Creating ads that have a very high click-through rate can give your advertising campaign certain benefits, such as being able to display your ads above organic search engine results where they are most likely to be seen. This can also increase your quality score for your ad, which can have the added benefit of decreasing your cost-per-click.

An excellent benefit of taking advantage of the keyword insertion feature is that not only can you can experiment with different keywords in your ad but you can also dynamically change the font and capitalization settings that are used throughout your ad to see which font style performs the best. Sometimes your ad may not appear at the top of the search engine results page but instead will appear half way down, yet if you can set the keyword insertion parameters to use all capital letters in the header of your ad then you may be able to grab the attention of the customer and ultimately increase your click-through rate despite your mediocre ad placement.

Another way that you can use the keyword insertion feature on your pay-per-click ads is to create a list of keywords that you would like your ad to show up for which are related to the topic of your website, so that when any of these keywords are typed into a search engine your ad can show up and the header of your ad can match the keyword perfectly. While this is not the same as using keyword insertion for its split testing benefits, it can still be an effective way to get higher than normal click-through rates on some of your ads since a person is more likely to click on an ad that matches their search directly.

In conclusion, the ultimate goal of paid search engine advertising should be to create ads that perform as well as possible with high click-through rates and a low cost-per-click, but this can end up taking time and being very tedious when this type of analysis is performed manually. By taking advantage of the keyword insertion feature offered by most major search engines, you can increase the efficiency of your split testing to find out which ads are the highest performing without needing to do this test manually, which can end up saving money and increasing profits.

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