Posts Tagged ‘Dynamic Keyword Insertion’

adCenter Dynamic Keyword Insertion

October 26, 2008

Paid search ads with the search term in the ad have been proven to receive higher click through rates (CTR) over search engine ads without the searched for term embedded in them.

From the Microsoft Adcenter blog:

“With adCenter, the easiest way to include the search term is through {keyword} insertion. This function allows you to drop the term from the search box straight into your ad.”

If inserting the keyword will likely take an ad over its 25 character limit for titles or the 70 character limit for descriptions – use default text in the ad.

Default text is then used in advertiser’s ads whenever their ads would otherwise exceed character limits.

If an ad title is “30% off all {keyword} ” and one of the {keyword} variables is “Chrysanthemums,” the resulting ad title, “30% off all Chrysanthemums,” would exceed the character limit for ad titles and as a result, the ad would not be displayed.

However, by using default text in the ad title, advertisers can keep their ad text within the allowable character limit. If the ad title is “30% off all {keyword:Flowers} ” and someone searches by using the keyword “Chrysanthemums,” the ad title would be displayed as “30% off all Flowers”.

Adcenter Dynamic Keyword Insertion

Adcenter Dynamic Keyword Insertion

Use dynamic keyword insertion in conjuction with default text to increase ad relevance and increase paid search advertising click through rates.