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Dynamic keywords
Am I thinking right?
zeus661

10+ Year Member



 
Msg#: 2778 posted 1:41 am on May 29, 2004 (gmt 0)

I can insert in the title lines this entry, "{keyword:backup title" and the keyword searched will show as my ad title or my backup title.

Does anyone have ny stats on this?

Does it raise your CTR?

 

zeus661

10+ Year Member



 
Msg#: 2778 posted 2:12 am on May 29, 2004 (gmt 0)

Another question. If your ad only shows when someone searches your keyword, when would your backup title show?

skibum

WebmasterWorld Administrator skibum us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 2778 posted 4:12 am on May 29, 2004 (gmt 0)

The backup is for keywords more than 25 chars. Keyword in title usually increases CTR but that's not always a good thing. If the traffic converts ya make more money, if not Google just makes more.

We find best results come when the keyword is in the title but it sells a benefit too.

you might buy the keyord "diamond rings"

Plain ol dynamic keyword insertion makes your listing look like this:

Diamond Rings
Shop for diamond rings and
choose a stunning custom setting.
@@@diamonds

Lets say everyone in your space does the same, you end up with this:

Diamond Rings
Shop for diamond rings and
choose a stunning custom setting.
@@@diamonds

Diamond Rings
Consult with a jewelry store
then order here and save.
@@@cheapdiamonds

Diamond Rings
90 days same as cash so
you can spend 6 months pay.
@@@expensivediamonds

Diamond Rings
Buy cheap diamond rings and
have money left for a wedding.
@@@cheapskatediamonds

yawn, boring, we can do much better!

After a while all the ads start to look the same and people may even just start clicking on all of them to see what the real difference is. WOW, we got a great CTR! but so what?

IMO, the best strategy is to expand the title

Stunning Diamond Rings
Talk to a diamond consultant
today and find the perfect ring.
@@@diamonds.com

Save 40% On Diamond Rings
Buy premium diamond rings and
have money left for a wedding.
@@@cheapskatediamonds.com

Now who gets the click, one of the lower CPCs, possibly the highest CTR, and likely the most qualified click in a list like this?

Diamond Rings
Shop for diamond rings and
choose a stunning custom setting.
@@@diamonds

Diamond Rings
Consult with a jewelry store
the order here and save.
@@@cheapdiamonds

Diamond Rings
90 days same as cash so
you can spend 6 months pay.
@@@expensivediamonds

Save 40% On Diamond Rings
Buy premium diamond rings and
have money left for a wedding.
@@@cheapskatediamonds

Diamond Rings
Buy cheap diamond rings and
have money left for a wedding.
@@@cheapskatediamonds

The eyes go left to right, at least in the English language, so which listing conveys the most relevant message the fastest and easiest?

If you are looking to save on diamond rings, one of those ads is virtually guaranteed to stand above the others. If you just scanned the ads, which many people do, its the only one that talked to you, that actually conveyed something, that is serious about getting your business.

Pay attention to what your eyes do when you scan that list looking for diamond rings. You can feel it. Go back and scan the list again.

Of course you need to be able to backup the ad copy with a good landing page to get the sales, leads, or whatever your goal is.

Leosghost

WebmasterWorld Senior Member leosghost us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 2778 posted 9:22 am on May 29, 2004 (gmt 0)

possibly the shortest and yet most relevant ebook on adwords I ever saw ...and it's FREE!

Nice one Skibum : )

gertrijs

10+ Year Member



 
Msg#: 2778 posted 12:17 pm on May 29, 2004 (gmt 0)

I think you could also do this:
Save 40% on {KeyWord:Jewelry}

This will add a nice call to action to the search term.

Gert

GuitarZan

10+ Year Member



 
Msg#: 2778 posted 2:06 pm on May 29, 2004 (gmt 0)

Hey,

Skibum, what KeyWord would make this ad come up?

Save 40% On Diamond Rings
Buy premium diamond rings and
have money left for a wedding.
@@@cheapskatediamonds

would it be for say the non matched term diamond rings, and that the syntax would like like this:

{Save 40% On KeyWord:Backup}?

Thanks,

C.K.

Compworld

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 2778 posted 2:36 pm on May 30, 2004 (gmt 0)

I tried to add the following types of keywords to my campaigns:

{keyword:widget}

But it did not accept the this format. It said it was in non-standardized format.

I changed the to:

[keyword:widget]

am I doing the dynamic keyword correctly, or am I missing something?

Thanks,

CompWorld

GuitarZan

10+ Year Member



 
Msg#: 2778 posted 2:57 pm on May 30, 2004 (gmt 0)

Hey,

As far as I know the correct format is {KeyWord:Backup} with Backup being a 25 character backup title. Using that format will also make every starting letter in each word a capital.

All the Best,

C.K.

mquarles

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 2778 posted 3:49 pm on May 30, 2004 (gmt 0)

Compworld,

I think the confusion is that you said you were entering this as keywords. You use the {KeyWord:Backup} syntax in the ad, not in the keyword list. For keywords, there are three methods:

broad match (no quotes or brackets)
"phrase match" (quotes)
[exact match] (brackets)

MQ

Compworld

WebmasterWorld Senior Member 10+ Year Member



 
Msg#: 2778 posted 4:01 pm on May 30, 2004 (gmt 0)

Ah, thanks for the correction. I was wondering how to do that.

CompWorld

skibum

WebmasterWorld Administrator skibum us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 2778 posted 5:53 am on Jun 2, 2004 (gmt 0)

GuitarZan

In the example in Post #3, any keyword could make that ad come up if it was put in the list of keywords for the ad.

Most likely the keywords that would be associated with that ad would be:

diamond rings
"diamond rings"
[diamond rings]

since the ad is geared towards discounted rings, it might work well to put discount diamonds rings, cheap diamond rings and related terms in as well.

I've also found that singluar and plural can make a huge difference in conversions as well. If the keywords selected are high volume it is often worth it to track singluar and plural separately all the way to conversion if possible. Tough to say for sure but the addition of something an s at the end of a word or phrase seems to signal different intents on the part of the user for many different keywords.

eWhisper

WebmasterWorld Administrator ewhisper us a WebmasterWorld Top Contributor of All Time 10+ Year Member



 
Msg#: 2778 posted 5:30 pm on Jun 2, 2004 (gmt 0)

I've also found that singluar and plural can make a huge difference in conversions as well. If the keywords selected are high volume it is often worth it to track singluar and plural separately all the way to conversion if possible. Tough to say for sure but the addition of something an s at the end of a word or phrase seems to signal different intents on the part of the user for many different keywords.

This is an excellent point. Skibum has made a few references about intent, and that goes directly into the buying cycle for specific products.

If someone searches for 'diskman xyz', they are most likely an individual looking to buy a single product and want to be taken directly to that page.

If someone searches for 'xyz diskmans', they are more likely to be a retailer looking to buy a case of the products wholesale.

Same product, very different searchers.

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