Advanced Google Adwords Tactics

A vital part of your paid advertising campaign is ensuring your adverts are appealing for users to click on. Your advert will be competing against various other adverts, and must stand out above the competition to help increase the CTR (Click through rate)
Google will actually highlight in bold, the term a user searches for if it appears in your advert. This greatly boosts the click through rate, as people can immediately see that your ad is relevant to their search. And the most important factor of creating adverts is relevancy!
The headline is the first part of your advert that users will read, so making this part of the advert relevant to the search term would be beneficial right? The problem is most well optimised Ad Groups will contain over 100 keywords, and changing the headline for every one would be very time consuming.

The Answer…Dynamic headlines

A dynamic headline will automatically change to the search term being entered into the search engine. An example of a dynamic headline for a website selling mobile phone insurance would be as follows:

{KeyWord: Mobile Phone Insurance}

The "Keyword" part of the headline will be replaced with the search term, and everything after the colon, would be the default headline of the advert. If the phrase "Phone Cover" was in your keyword list for this Ad Group the headline would read "Phone Cover" and appear in Bold. If your keyword is over the maximum limit of 25 characters, your default title will be shown on the advert.

Why is this beneficial?

Your Advert is going to display the exact same phrase the person is looking for, your advert is now completely relevant to the search term, and the title appears in bold. This will increase your CTR and help improve your ROI (Return on Investment)

Paul
SEO Programmer

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