In many cases through the use of dynamic keyword insertion, you will see an immediate rise in click thru ration (ctr). However don’t get too excited yet, as the newly improved CTR may only be temporary. Once a google human auditor comes across its use, sometimes the Quality Score gets a slight downgrade. Now don’t get me wrong, google will not frown on the use of dynamic keywords, but it definitely will not generate any 10/10 quality scores…. ever..
Also dynamic keyword insertion is not useful in every single situation, so please be careful not to over use or abuse this particular feature. Personally I have used it when I was hurrying to get a project live, but it is just not the way to go for the long haul. Too many times, we just put a ton of key phrases in the same ad group and use keyword insertion to handle all of them. This may get the keyword into the ad more frequently, but it also has some huge set backs. For example when the keyphrase is too long to fit in the title of the ad, the nothing is placed there making the ad horrible. You can add a word that will appear when the key phrase is too long but it rarely matches the landing page as it should.
Keyword insertion can lead to very poorly written ads. Instead of taking the time to place the very best keywords in the ad, many attempt to save time by using the automated keyword insertion. It is extremely important that your keyword phrase shows up in the add at least two or three times when possible. The very best place to use it of course is in the title of the ad itself. In some cases the keyword phrase is too long to fit. If this occurs, you should try to write it in a shorter fashion. Use ideas such as this .. for example key phrase “Virginia Beach Real Estate” could shortened to “VA Beach Real Estate”. If the key phrase must be shortened like this, it is important to place the full phrase in other portions of the ad.
For example you might use http://www.vahud.com/VirginiaBeachRealEstate/ is it is possible to use all of these characters in the display URL. Anytime you can use the full key phrase in the display URL, be sure and do that. Since you are using keyword insertion, it means that all ads will have the same word exception where the dynamic keyword is inserted therefore all ads then appear mediocre. My recommendation is that you rarely use the keyword insertion even though making a different ad for each set of keywords becomes very time consuming. Some have suggested that dynamic keyword insertion can help your landing pages. That could not be further from the truth, the dynamic keyword insertion can do nothing for the landing page.
The very best idea for a landing page is the use of a tool that has become very popular and that is LPgen. This is a short name for the tool Landing Page Generator. This tool will generate a page on the fly. That way you get the best benefit that you possibly could. That being each page is being generated on the fly and is built specifically for your particular key word phrase. It just don’t get any better than that. The page is designed to exactly match the key word phrase.
Each adwords publisher must make his or her own decision as to whether or not to use the dynamic keyword feature, but my recommendation is to use it very sparingly or not at all. If you have an interest in more information about the LPgen landing page generator, visit my site at http://www.ppc-realestate.com/landing-page-generator.htm
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