How do companies like Google and the MFA top sites change the title of their ads and the description of their ads based on what keyword? Do they make a ad group for each keyword or is there some special way to do that. I want to advertise for many keywords but want my title to be the exact same thing as the keyword the user is searching or the keywords that match teh content sites the most. plz advise, thnx.
no, you use a google code,i dont really know whats it called, here is an example: {KeyWord:default text}
Jup it's called Dynamic Keyword Insertion (afaik). You can insert the code volk23 provided into your ad and it will be replaced by the keywords the user entered (text will appear in bold). It will display the 'default text' if the keywords entered by the user are too long to fit into your ad... Let's say a user searched for "police car auctions", here are a few variations of the dki code: {KeyWord:default text} Displays: Police Car Auctions {Keyword:default text} Displays: Police car auctions {keyword:default text} Displays: police car auctions (Note the differences between upper- & lowercase) It's a great feature to improve your CTR You should however use it with caution though when using it in combination with broad and phrase match keywords... (it can make you violate trademarks without even knowing about it)
Nope only with 'search ads' afaik... I actually never checked it, but there aren't really any keywords which can be used for DKI when your ad is displayed on a non-search-engine site, so Adwords will probably display your 'default text' in the content network
It's a great way to insert the keywords into the ad, but I would suggest being careful not to overuse it as the quality score will be calculated upon the default text rather than the inserted keywords. As long as your grouping your AdGroups well for similar keywords it should work well.