Insert bidded keywords into your headline copy dynamically
Google will insert the keywords into your AdWords headline and/or body copy. Using the particular keyword match show up in your adcopy can make your ad stand out and reinforce to the searcher that your ad is relevant to them.
Dynamic Keyword Insertion in the Headline:
{KeyWord: Alt Headline Here} will automatically include the matched keyword in your headline
- Must use curly brackets
- KeyWord capitalizes each word in the headline
- KeyWord capitalize only the first word of the headline
- What you write after the colon and before the close bracket is the alternative headline that we used if the search term is too long
Do not use it for everything – your top money ads should be custom developed, and you need to be careful with phrase match or broad match ad groups. (ie., what if a user searches “gastritis remedy scam”– you don’t want to put that query in your headline!) However, in exact match ad groups, DKI is almost always a great variation to test and will usually get you noticeably better CTR’s.
You should certainly test using the strategy for:
- Secondary keywords – the hundreds of additional keywords you don’t spend much time on.
- Use this in combination with copy that states what you sell to prevent confusion.
- Low dollar bids – this could be risky due to less control.
Lead with benefits, and include a strong CTA
Ad copy that features a benefit first followed by a feature tends to outperform the exact same ad copy with the feature first and the benefit at the end.
Headline – keywords with action verb or Unique Selling Proposition
Description line 1 – benefit
Description line to – feature
Try to include a strong Call To Action in your adcopy, so people know what to do. CTA’s like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.
Test multiple display URLs
Buy and test dozens of different URLs with the keyword in the URL. You can point these two different landing pages either by placing the landing page specifically on that domain or by using a 301 redirect. Test different URLs on different ads also test subdomains and capitalization within the URL.
Create a “swipe file” of all of the ads running in your niche
Compile a list of the ads running in your niche. It can be as simple as copy/paste them into an Excel spreadsheet and monitoring their rankings and copy changes over time. By watching what your competitors are doing, you will be aware of market changers.
Test Google image ads
Image ads can give you an exclusivity by being the only Google image ad shown on the page.
You’ll want to test various options:
- High graphic – illustrate your benefit and/or product.
- Text based – trying to make the ad appear like it is part of the peer like copy on the existing webpage.
- This feature only runs on websites with AdSense at this time.
Be specific with your description fields
“$25” outperforms “lowest price” especially if it is obviously a low price when in the market.
Test hyper specific descriptions
VIZIO E-series E601I-A3
may out perform
Flat Screen Televisions
which may out perform
Electronics Leaders
Test non-hyped terms
Make your ad; not trying to sell anything by using words like compare, reviews, and find the best deals.
Watch out for ad the integrity
As you grow larger or implement more ads, it becomes harder to manage them. Having some type of quality control audit becomes vital to your success. Here’s an example:
Discount Computers
Shop for deals on cameras here!
Free overnight shipping
www.shopping network.com
Test your ad in different ad positions
Some ad copy performs better in positions three through seven rather than at the top of the page. It depends on the market and your credibility.
Differentiate yourself from the competition
Try emphasizing what you have that nobody else does:
- Free 200 page How To Use Photoshop with purchase
- Reviews of 10 Best Photo editing programs
- free overnight shipping
- Live Tech Support free
Test short ads
Try running ads with three words on each line and see how they perform in your market.
Test geographically targeted ads
Las Vegas weight loss
Then create a landing page specific to the challenges of weight loss in Las Vegas (unhealthy 24/7 life-style, buffets, can’t walk outdoors in summer, etc.).
This is also an excellent way to test hard Dollar, high-traffic markets for just a few pennies.
Copy what’s working
Model your ad on one that’s working from one category or another. Felt so check your competition and see what’s working for them – don’t copy their ad out right.
Try your keywords in various positions
Drop your keyword from the headline and put it into the description field. This still allows for compelling headlines and the bold type will draw click attention.
Go against the market
If all of your competition is saying one thing, try a completely different approach.
Write a totally new ad often and test it
At least once a month, throw away all the knowledge you learn about your market and try creating n ad from scratch. If the new ad performs reasonably well, try ramping up with everything you’ve learned. This tactic has been known to result in awesome CTR’s.
Learn how to write headlines
Copywriting is a field of it’s own and top copywriters are in constant demand. A shortcut to learning the art is by studying other successful copywriters. Try reviewing all of the consumer magazines in your market and study their covers and their ad pages. These are typically written by excellent copywriters and have been tested within the market. You can gain a lot of copy writing knowledge from these seasoned pros quickly.
Note: Monthly repeating page advertising is a great indication that the ad is converting to sales!
READ: As you now know, it takes more than just words on a page to rank today. Enticing Page titles, bullet points, strong calls to action and well written content is essential for ranking success. To get you pointed in the right direct, here is a list of the128 Greatest Copywriters and Resources of the Internet Age. Great copy is great copy – regardless of the platform!
READ: While we’re on the subject of page content, I should mention that the ability to write great copy will go a long way with helping you as a marketing professional. From crafting awesome headlines to click generating meta descriptions (and everything in between) – check out this useful collection of resources from Kissmetrics – 75 Resources for Writing Incredible Copy that Converts.