Articles

The Importance of the Keyword Insertion Tool

Well first, what exactly is this tool? Both Google and Yahoo allow you to have the keyword you bid on dynamically inserted into the ad copy (title or description). Using this technique will almost certainly increase your ad’s click through rate, as users are much more likely to click on ads that have part or all of their search query in the actual ad text. So as an advertiser, you should use this technique liberally, but note the following 3 caveats:

1) You will still be held to maximum title and description lengths of the ad text. So if dynamic keyword insertion leads to your ad title or description to exceed the maximum length allowed, instead of the keyword being inserted, a default provided by you, the advertiser, will be used instead.

2) The actual keyword inserted into the ad text will be the keyword bid on and not the actual user search query. For instance, if you have bid on the keyword “Nokia” and user searches on “Nokia 95” and your ad shows up (since this would be a match for Google’s Broad Match and Yahoo’s Advanced Match), then “Nokia” would be dynamically inserted and not “Nokia 95”

.3) You need to ensure that with dynamic keyword insertion of this nature, that the ad text will still read correctly from a grammatical perspective for all possible keyword insertions. What I normally do here is use the dynamic keyword insertion in the title of the ad and that is all the ad title says. This not only gives the biggest advantage of this feature since the title is the most prominent, but also, since the keyword insertion is all that the title says, one does not have to worry about if the English reads well.