skibum - 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.