I saw this ad today for Facebook.com in a Google search result for advertising.
Reach The Exact Audience You Want With Targeted Ads
Any search marketer who has successfully sold paid search to clients should be able to spot how Facebook’s argument for advertising on their site is fundamentally flawed.
Although digital, advertising on Facebook is still display advertising.
Google commissioned OTX, an independent marketing research company, to conduct research to better understand the impact of search impressions on travel brands, specifically the Air, Hotel, Car Rental, Cruise and OTA Travel Categories.
The primary objectives of the OTX project were to determine:
1). Whether or not a search ad can impact key branding metrics.
2). Whether or not a search result’s placement matters.
The study was conducted in an online controlled “laboratory” format that mimicked a real search experience. Subjects were exposed to 1 of 12 search engine results pages (SERP) each of which showed the same search results and differed only where the test brand’s ad or organic listing appeared.
The results of Google’s Brand Value of Search study are available on YouTube.
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
Use dynamic keyword insertion in conjuction with default text to increase ad relevance and increase paid search advertising click through rates.
Search Marketing Communications 
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