Welcome to WebmasterWorld Guest from 54.166.133.84

Forum Moderators: buckworks & eWhisper & skibum

Message Too Old, No Replies

The Importance of Placing Keyword in Ad Copy?

Would you say high importance or little

     
12:03 pm on Jul 28, 2009 (gmt 0)

Preferred Member

10+ Year Member

joined:Aug 25, 2007
posts:531
votes: 0


Could someone enlighten me to the importance of placing the keyword being targeted in the Ad description if any for search and for content targeting?

Will this give more impressions for content (and possibly for search) or is it only CTR that is looked at? Would an add with slightly higher CTR be better or one that had the keyword in the Adcopy?

Thanks a bunch,
CWebguy

12:37 pm on July 28, 2009 (gmt 0)

Junior Member

10+ Year Member

joined:Apr 16, 2008
posts: 106
votes: 0


I prefer having keyword in my ad copies in both the headline and the description lines if possible..that again depends on the length of the keyword.

For the search network, the keyword in the ad copy gets highlighted and the ad then catches attention and helps boosting the CTR (which is the primary reason that I follow this practice).
Also, I believe that the keyword in the ad copy might help in improving the quality score..have heard of it..don't know otherwise!

All this, keeping in mind that the keywords are not randomly dumped in the ad copy and the ad makes perfect sense to the user which is of UTMOST IMPORTANCE!

For the content network, I have the 'ad group theme' in the ad copy. This is just to give Google as much hint about my ad group theme as possible so that it can place my ads on relevant sites.

2:24 pm on July 28, 2009 (gmt 0)

Preferred Member

10+ Year Member

joined:Sept 14, 2005
posts:478
votes: 0


In search, having the keyword in your ad, especially the title, just makes sense. As SEMblahblah said, keywords will be highlighted which tends to boost the CTR. It also helps with the relevancy portion of the QS, again because that makes sense.

Makes sense in content too to have your main keyword in the title. You want to attract clicks with the product you are offering. It won't get you more impressions, that I know of. But better click rates should as your ads will rank better than others thus giving you more exposure.

5:16 pm on July 28, 2009 (gmt 0)

Senior Member

WebmasterWorld Senior Member adwordsadvisor is a WebmasterWorld Top Contributor of All Time 10+ Year Member

joined:July 9, 2003
posts:4799
votes: 0


As the replies so far indicate, this has long been thought of as a 'best practice' - and it just makes intuitive sense.

After all, why not show a potential customer an ad about exactly the same thing they just searched for (assuming that your site delivers on it, of course, if they click the ad.)

That said, it is also the sort of thing that might be worth testing using multiple ads - one with and one without the keywords - to see what actually happens in your particular case.

AWA

7:34 pm on July 28, 2009 (gmt 0)

Moderator This Forum

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

joined:Feb 13, 2003
posts:4744
votes: 8


OK - So I'll take the other side of this argument :)

If everyone is using the keyword in ad copy (or lazy DKI w/o proper formatting) then using a different headline/ad copy can get you much higher CTR then including the keyword in ad copy.

In fact, I would be that in many account half, or more of my ads do not have the exact keyword in them.

However, its difficult to know where the ad copies are differing. While you can use the ad preview tool, you just can't logically look up 300 metros.

So, either run a test with keyword in the ad copy, and keyword not in the ad copy to see which does better.

Or use the geographic performance reports to find under performing GEOs, and then use the ad preview tool to see if the reason is that your ad blends in with all the other ads (there are many other reasons ads do differently in different GEOs - that is just one reason).

8:11 pm on July 28, 2009 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member ogletree is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Apr 14, 2003
posts:4319
votes: 42


I thought if you did not have the kw in your ad somewhere it would affect your QS.
8:17 pm on July 28, 2009 (gmt 0)

Moderator This Forum

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

joined:Feb 13, 2003
posts:4744
votes: 8


The theme of the keywords has to be the same. The actual keyword does not have to be in the ad copy (if you want to play it safe, then do so).

You could have thousands of keywords related to flower bouquets. There's no way (without DKI) to have every keyword in the ad copy. Many companies put the root keyword in the ad copy, but it's not necessary.

Google understands that roses and flowers are closely related. You could have the keyword flower bouquets, and the ad copy could say '$50 Rose Bouquets'; and in many cases - you can still achieve high quality scores.

I wish I could use the word like always, but there are just too many exceptions that happen with AdWords.

8:36 pm on July 28, 2009 (gmt 0)

Senior Member

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month

joined:June 20, 2006
posts:2093
votes: 67


I wish I could use the word like always, but there are just too many exceptions that happen with AdWords.

I agree!

But we likely also agree on...
Always test.
Always distrust a single approach as sufficient.

8:41 pm on July 28, 2009 (gmt 0)

Moderator This Forum

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

joined:Feb 13, 2003
posts:4744
votes: 8


Always test.
Always distrust a single approach as sufficient.

Agreed!

I could create a caveat to anything I say about AdWords as "this usually works, but test it anyways".

10:57 pm on July 28, 2009 (gmt 0)

Preferred Member

10+ Year Member

joined:Sept 14, 2005
posts:478
votes: 0


> The theme of the keywords has to be the same. The actual keyword does not have to be in the ad copy

I believe that may be true as well, in general. But there are many words Google doesn't seem to know, SEO and search engine optimization is a recent example I recently came across.

5:29 pm on July 29, 2009 (gmt 0)

Moderator This Forum

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

joined:Feb 13, 2003
posts:4744
votes: 8


But there are many words Google doesn't seem to know

Very true. I remember working on a campaign for a yellow page company and Google couldn't seem to figure out that yellow pages was a product and not yellow colored paper.

Acronyms often mess them up as well; especially when multiple industries share the same acronym. There are about 100 different meanings of 'PPC'.

1:35 pm on July 30, 2009 (gmt 0)

Senior Member

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month

joined:June 20, 2006
posts:2093
votes: 67


we should invent a word (perhaps an acronym) for those cases where word or acronym meaning lacks clarity and PPC confusion is common...

example: IBS can be...
international bible society
irritable bowel syndrome

whatever the acronym is that describes this situation, i've got a truckload load of it with one client. it's an area where i've researched and added negatives to teach G what i don't want. super glad that G lets you add so many negatives! i used to think 200 negatives was a lot - 200's a lil chump.

1:45 pm on July 30, 2009 (gmt 0)

Senior Member from US 

WebmasterWorld Senior Member netmeg is a WebmasterWorld Top Contributor of All Time 10+ Year Member Top Contributors Of The Month

joined:Mar 30, 2005
posts:13010
votes: 222


5000 seems to be a limit I keep bumping into.
1:12 pm on July 31, 2009 (gmt 0)

Preferred Member

10+ Year Member

joined:Aug 25, 2007
posts:531
votes: 0


So, thank you all for the answers.

What I was trying to do more specifically was a Brand recognition campaign for a site/company, but I quickly found out that the Brand name plus slogan in the ad was getting a lower CTR than a targeted ad, and thus a lot less impressions because of that I think (at least for search). So I understand that I would have to bid more in search if I wanted to do this (and keep the impressions up) which I wasn't willing to do at the time.

So my question comes to Content. Without the keyword in the Title and/or Text, will this limit the amount of impressions on the Content network?

What do you think?

Note: eWhisper, I don't think you were saying that keywords in the ad are not relevant, but rather that Google is able to interpret a synonymous keyword in the ad text and give you credit for that, is this correct?

Thanks.