It’s well known that the closer your keyword, ads, and landing pages are related in the mind of the searcher, the more likely they are to convert. So it’s important that you design your advertising “funnel” to retain the confidence of the searcher from first click through ordering. I thought I’d show you a few tricks that have proven themselves over the years, starting with the most basic – the Google Keyword Insertion method, then talking about Dynamic Landing pages, and ultimately specialized product linkages from ads.
With Google Adwords (and other PPC engines,) it is possible to construct Ads inside of AdGroups so that the search terms are dynamically inserted into ads. Done wisely your ads can achieve 2-3x the click through rates of static ads (or more) and reap the higher levels of quality scores that come with it. In my methodology, each adgroup will have a set of ads associated with it (that you are testing,) and all of those ads will have a dynamic headline (explained below.)
Remember, the structure of a Google Ad Campaign is:
Campaign -> Adgroup -> Ad <- keywords
Figuring the Adgroup Divisions out is the hard part – where should you divide your groups? What is a theme? This will be specific to your own campaign. Some marketers call this things like “Peel and Stick” but I’ve always just called it finding the sweet spots!
For example: Let’s say you sell auto parts and have divided out your tire gauges into an adgroup. You’ve done your keyword research and got them all set up as exact match phrases (in Google, those are the ones with the []’s around them.)
exact match keywords:
[car tire gauge]
[automotive tire gauge]
[tire gauges for cars]
….many more (typically 80-100)
So now you write the ad… but instead of a normal headline you add a syntax like this
{KeyWord: default keyphrase} – capitalize every word of headline
{Keyword: default keyphrase} – capitalize only the first word
{keyword: default keyphrase} – lower case throughout
So here’s our ad:
{KeyWord: Quality Tire Gauges} <— “Quality Tire Gauges” is our default text.
30-120 PSI – Brass Fittings
Made in USA – Will Last Years
Tire-Gauge-Site.com
If it can, Google will substitute the searched keyword here in place of “Quality Tire Gauges” (our default if none of the keyphrases) with one of the exact match keyphrases. As you can probably guess, it’s best if you have just about every derivative of keyword covered in your keyword list (a tool such as keyword elite can be a big helper here) and that you make sure you never go over 25 characters (the current limit for the headline of an Adwords ad.) So, if a user searches for “car tire gauges” on Google, this sponsored link will appear
Car Tire Gauges <–
30-120 PSI – Brass Fittings
Made in USA – Will Last Years
Tire-Gauge-Site.com
So instead of a generic phrase that is “close” to the phrase the customer searched for, you now hit it perfectly every time. Google will now “bold” the text on the ad every time for you, and you’ll have a much better chance of obtaining and selling to those customers
You can also use phrase or broad matches, but keep in mind that your default text will show more often since broad and phrase maches often end up having more than 25 characters pretty often, plus, you lose control over the headline, and sometimes they can be pretty funny.
Watch for Part two: Altering your landing page on the fly – slightly more advanced!
