Dynamic Keyword Insertion is fantastic at increasing relevance, it increases CTR and quality scores, it ensures more bolding within your title, descriptions and display URL’s so your pay per click ad stands out more. So why is it that most people don’t take advantage of this feature within adCenter? It seems many people don’t utilize this just because it’s not as simple as AdWords. Take the time to learn the parameters and you’ll see the rewards.
Here is the low down on all things adCenter parameters:
adCenter Dynamic Keyword Insertion requires you to utilize parameters (or “params” as they are called within the interface). There are three params that you can use. Param 1 is for keyword-level destination URL’s. Param 2 and 3 are similar to that of AdWords dynamic keyword insert, in which you can insert the keyword into the title, description and the display URL. The difference between AdWords and adCenter is that AdWords will pull through the keyword that triggered the ad into the title, while in adCenter you can control the keyword being pulled through because you need to enter it at the keyword level.
There are a number of nuances when it comes to utilizing these params in adCenter
- Params are done at the keyword and ad level
- If you don’t have anything at the keyword level it won’t pull anything though dynamicall
- If you only have the param with no default at the keyword level the ad won’t show at all
- You can use param 2 as many times as you like
- Param 3 can be used for other options. For example, param 2 for the keyword and param 3 for the description
- The keyword adCenter will pull into the ad will take on the case of the keyword within your account. So if you added keywords to your account all in lower case the keyword being inserted will be all in lower case. Best practice is to go back delete all the keywords and enter them in the case you want them to show in. I would suggest the first letter of each word in caps.
In a nutshell, the way it works is that you look at the keyword level in adCenter, look for what param you have entered at that keyword level and that is what will be entered dynamically into the ad text, title or display URL. Note that you control what it dynamically inserts, however it is still only pulling in what you set, NOT the query the searcher typed in.
If you have any accounts that are not using this feature I would suggest implementing it in the title of your top trafficked accounts at a minimum and then monitor the results from there.
Don’t forget there are some cases where dynamic keyword insert is not a good option, like misspellings, competitor keywords, or when the keyword reads awkwardly. In many cases this would not apply to adCenter as it would in AdWords, due to the level of control adCenter has, however it is still important to keep these factors in mind.