Using {KeyWord} in Adwords Ad

How do you use the {KeyWord} feature in your ad so that the keyword will appear in your ad title/headline?

My understanding is that you can do something like:

Learn About {KeyWord}
It should put the users keyword in the title as long as its under 25 characters but right now its just displaying Learn About and the keyword is only 4 characters.

Any advice?

 

You need to supply the default text as well.

ie {KeyWord: Default Text}

 

You can do: let's say keyword is Dog Food

{Keyword: sample text} which will generate Dog food
{keyword: sample text} will give you dog food
{KeyWord: sample text} will give you Dog Food.

Now if the search term is more then 25 characters, adwords will default to whatever is in sample text.

So someone searching "where can I buy cheap dog food?" will get sample text as the ad title.

Hope That Helps.

 

Hmmmm, maybe I'm doing something wrong then.

Here's what my title looks like, even though its a bad example:


Good {KeyWord: Dog Food} Here

The user keyword is: moist food

So the add displays
Good Dog Food Here

Why doesn't it dislplay
Good Moist Food Here

 

DKI ( dynamic keyword insertion {KeyWord:blah} ) only works if your quality score is high enough. If it's not the default text will be used every time.

 

GFC: I've never heard that before? Where did you see that?

Thanks for the info.

 

From an AdWords rep in an e-mail. I did a quick search and it appears a few others have been told them same.

http://www.webmasterworld.com/google_adwords/3211930.htm

 

Quoting from that thread, I see that it's still a bit hit or miss and not entirely dependent on quality score. Still, thanks for the headsup GFC..

 

Thanks for the link as I found out my problem is trademark issue. My quality score is excellent so that puzzled me, but now I see that they won't allow trademark as a keyword insertion. Correct?

 

yeah thats correct

 

As with any other changes to your advert text, you'll probably want to test an advert without DKI, or with the keyword inserted into the second line.

I manage a number of campaigns, and sometimes DKI is very effective, whereas other times it isn't.

One quite important point - make sure if you are planning on using DKI that you have a fairly complete negative keyword list. If people search for completely irrelevant terms, and your advert appears, then what happens?

If your advert is DKI-free, and fairly specific about what you sell/do, then it'll just hit your clickthrough rate, but if your first line uses DKI, it'll claim that you have exactly what they are looking for - at this point, you starts paying for worthless clicks.

Also, if you have a well-known brand name, this may be a better title line than a DKI term, particularly if every other advert is using it - you want to stand out, not blend in.

So test everything - there are very few 'rules of thumb' that are always true (if any), and you can easily sabotage your clickthrough rate or (worse) your conversion rate, by attracting the wrong people.