Dynamic Keyword Insertion and CTR

Ideas on improving CTR

[oceankane]

I have been experimenting with dynamic keyword insertion on many of our Adwords ads, for both our own websites and our client websites we manage. In some instances, it seems to increase CTR, as it highlights the word/phrase that is inserted (the same word/phrase that is searched) and therefore makes the ad read as exactly targeted for the customer. However, in other instances it seems to reduce effectiveness, as it might cause the ad to appear more targeted than it actually is for that user. For example, if the user is searching for flea powder for their dog, and you are selling dog food, but have flea powder in your keyword list because you think that they are related enough to prompt a conversion, however the dynamic keyword insertion causes your ad to appear as specifically for flea powder, when it is really about dog food. Therefore, it actually causes your ad to receive clicks that may not convert once they land on a page about dog food, which they thought would be a page about flea powder. Any other people have experience with this?

[sailorjwd]

I would recommend that you create multiple ad groups and only do keyword insertion on those keywords that are directly related to your product line. Leave the static ads for flea powder.

[eWhisper]

I do believe many people are relying on dynamic insertion when just good copyrighting would significantly help them out. Takes a bit more time, but at the end of the day, it leaves you with more customers.

However, opinions are just that - opinions, do some test and listen to the numbers.

It's easy in Google to run an ad split test. Write a few dynamic insertions (and they don't have to be the title line only, it could be a d1/d2 line), a few static ads, run them all for a while, and determine which leads to the best return.