Dyanmically inserting a keyword into your Adwords headline is a great way to increase your click-through rate. Searchers see the exact phrase they typed in, in your advert and you can’t get much more targeted than that. If the search phrase is too long to fit into the headline, it uses your chosen default phrase instead.
The code to dynamically insert a keyword is {keyword:defaultphrase}
Not, as one advertiser thought:
No matter how careful you are you can still make mistakes, but this is a great argument for always checking your ads!
Popularity: 1% [?]
Dynamic Keyword Insertion is useful but what happens when the other 10 advertisers are all using the same thing, so all ten ads show the exact text the user typed in. How do you get a higher CTR but still be targetted?
Heya Pete,
I still don’t think it’s really common for all advertisers to be using it, but it’s true you might end up having the same headline as other advertisers. In fact, this can happen when you choose your headline, especially if your ads are really targeted.
I think you have to stand out using the rest of the text – do you offer the best price on the product? Put the price in the text. A phone number can also help to stand out, as can an eye-catching message. It takes a bit more thought but it is possible, especially if the competition is all doing the same thing.
Great advice. BTW, are you saying you wouldn’t think of trying a different headline to the others as it would affect ctr?
Is it always best to have the exact phrase in the headline?
Are phone numbers in the headline useful?
Any thoughts on my post above?
Hi Larry,
I’d definitely try using a different headline – it really depends on the keywords – if you can fit them into the space allowed, if you think the keywords convey information that the user would click on or if they’re just boring – lots of factors. Google say it’s good to have the exact phrase in the headline but it’s not always the case – sometimes a catchy message can be better. You have to take a look at what other people are doing and try to do it better.
I don’t think I’ve ever seen a phone number in the headline – that’s not to say it wouldn’t work. I’m pretty sure it’s allowed. Would people know what the advert was about at a glance if the headline was just a number? If phone calls are really important to you then I think that’s one for testing!