Google AdWords - Dynamic vs. Static Ads

How will going static affect my volume?

[TMF_Melissa]

I know that dynamic ads vs. static ads drive higher CTR rates (almost double).

My question is this - if I go to all static ads how is this going to affect my volume?

Anyone tested this out?

[narsticle]

Can you elaborate on the question? By dynamic do you mean using keyword replacement?

[poster_boy]

It depends on the keywords using these static ads... How closely related are they? Do they share any terms in the static ads? How well does the static ad capture the attention and interest of those searching more specifically?

Outside of the natural CTR decline of having less relevant ads, your drop in CTR will also cause you get less for your CPC spend... either higher min CPCs or lower positions - meaning you'd drive quite a bit less traffic for a far lower ROI.

[TMF_Melissa]

Dynamic keyword insertions -

Has anyone tested this?

I wondering how to much this is going to affect the volume - dramatic, minor?

Thoughts?

Thanks,

Melissa

[narsticle]

I use dynamic keyword insertion all the time. Helps CTR dramatically.

[seostew]

I agree with poster_boy. DKI worked well for me on particular adgroups.
More or less it is just a time and energy saver. IMO, if you have a lot of both to optimize and work with AdWords, only use DKI sparingly.

The key is making sure the ad makes sense when read with every keyword in the adgroup, so you don't end up with a "Buy Mel Gibson at Ebay" kind of an ad we have all seen before. Also, another point is making sure every keyword inserted fits the character limit or it will default to your chosen term {KeyWord:Default Keyword}. As for volume, a click is a click and a search is a search. There are many other factors to consider.

Yes, the DKI does increase click through, just the same as putting keywords in the title or description would in general. As for volume,

Neil

[nimeshatbms]

Using DKI has its own advantages and disadvantages:

Advantages:
1. Helps increase in CTR.
2. You get more traffic.
3. Helps in reducing CPC as CTR is high

Disadvantages:
1. Clicks will be higher but the quality of the click will be in question
2. If you want just traffic it is a good option but if you need leads, DKI will not be of great use as the quality of visitor is questionable.

I will recommend DKI only if you want to drive just traffic to your website and not if you are looking for leads/conversions.

[poster_boy]

I will recommend DKI only if you want to drive just traffic to your website and not if you are looking for leads/conversions.

I can't agree with this assessment. The vast majority of advertisers - especially those with sizable keyword lists - use some form of DKI... and they wouldn't be advertising for long if their goal was simply to drive empty clicks.

Using DKI in a tightly targeted group to exploit the nuances of slightly different queries can be highly effective in driving additional clicks while at a consistent conversion rate.

[narsticle]

You cant just say that DKI decreases the quality of the visitor. It depends on how the DKI is used. If its used in a very relevant way and the landing page is relevant to the DKI, i cant see how the quality of the visitor would suffer,

[TMF_Melissa]

Question still stands -

How much is going static only ads going to affect my volume?

Finance/Investing keywords

[narsticle]

your question makes no sense. A single factor isnt going to effect your volume. If you have an awesome static ad on keywords that get a lot of impressions then you will get a lot of volume. If you have a terribly crafted DKI ad you wont get a lot of volume. Theres more then one factor in play here.

[poster_boy]

Question still stands

To back-track a bit, welcome to WebmasterWorld, TMF_Melissa.

I understand that you have what seems like a simple question that you really wish someone would just simply answer... but, unfortunately, your question involves complicated concepts that we're trying to explain.

If our answers are confusing, please ask us to expand on particular points - we'll be happy to do so.

[karamkshetra]

Dynamic keyword insertion increase the CTR.....
Improves clicks and benefit on conversions....

But all is done when keywords are relevant.

:)

[TMF_Melissa]

Actually I believe it is a very simple question.

Dynamic Ads vs. Static Ads

What affect does going static have on volume?

I know dynanmic will effect my CTR, by how much? 5%, 10%, 25%?
And since I won't have any dynamic keyword ads running which might effect my CTR how much will that affect my Quality score?

Has anyone tested this?

Thanks Poster Boy - I've been around WW for many years and attended several pubcon (which area always a great learning experience - as long as you don't stay at the same hotel)

Melissa

[edited by: TMF_Melissa at 9:00 pm (utc) on Mar. 20, 2007]

[poster_boy]

I know dynanmic will effect my CTR, by how much? 5%, 10%, 25%?

In the following scenario (to illustrate a point), Dynamic Keyword Insertion will impact your volume and CTR by precisely 0.0%.

Keyword: Mortgage rates

Ad #1: Static

Mortgage Rates
Find Low Mortage Rates Here
Always Lower than the Next Guy

Ad #2: Dynamic

{KeyWord:Mortgage Rates}
Find Low {KeyWord:Mortage Rates} Here
Always Lower than the Next Guy

[narsticle]

In the following scenario (to illustrate a point), Dynamic Keyword Insertion will impact your volume and CTR by precisely 0.0%.

Poster Boy: Perfect illustration! As you've shown there are many factors in play here, not just 1.

[TMF_Melissa]

Again - A/B testing basics

Headline dynamic keyword

vs.

Static

Has anyone tested this?

[narsticle]

Again - A/B testing basics

Are you actually reading this thread or are you just responding blindly?

[TMF_Melissa]

"Are you actually reading this thread or are you just responding blindly?"

No need to be nasty- if you don't wish to weigh in or have results to share then don't post.

I'm asking simple questions

A/B testing

DKI vs. Static ads - has anyone tested this? Of any kind - either in the headline or in the ad itself?

If so what kind or results - lower CTR but higher quality of traffic? Things like that.

[narsticle]

No need to be nasty- if you don't wish to weigh in or have results to share then don't post.

Your extremely frustrating because you keep asking a question that makes no sense. It is impossible to have a study of how DKI effects CTR over a static ad because you need to take into account the keywords and the ads. Read Posters post below:

In the following scenario (to illustrate a point), Dynamic Keyword Insertion will impact your volume and CTR by precisely 0.0%.

Keyword: Mortgage rates

Ad #1: Static

Mortgage Rates
Find Low Mortage Rates Here
Always Lower than the Next Guy

Ad #2: Dynamic

{KeyWord:Mortgage Rates}
Find Low {KeyWord:Mortage Rates} Here
Always Lower than the Next Guy

The ads would accomplish the exact same purpose even though one was DKI and one wasnt. They would have the exact same CTR.

In this case DKI has NO EFFECT on CTR. In other cases it may. This is not a question that can be answered without you testing it yourself for your ads and keywords in your situation.

[karamkshetra]

Yes for AB Testing... I have done that

Just for e.g:

My adgroup have keywords like:
blue gadgets
red gadgets
black gadgets
orange gadgets
white gadgets

Than if I use a static ad like say:
Colorful Gadgets as Title... or may be my high performing keyword as Title...say

Blue Gadgets
Now available at Low
Rates. Shop Online Today!

Something like that... than in this case the dynamic keyword will work in a better way... say

{KeyWord: Blue Gadgets}
Now available at Low
Rates. Shop Online Today!

Here for a particular color the title will come in bold as it is dynamically coming... and that will improve the CTR and conversions as well....

Regards,
KaramKshetra

[TMF_Melissa]

karamkshetra

Thanks!

That is exactly what I was looking for.

Melissa

[webhx]

I have question

I want to know static keywords and dyanamic keyword , which one better to "ad text relevance"