Learn how to overcome the challenge of making your ads relevant to thousands of individuals—regardless of the keywords they use—by means of dynamic text ads.
- [Adriaan] A good copywriter will also try to make their ad as relevant as possible to their audience. The challenge with search advertising is that your customer can search for thousands of different keywords and you don't want to be setting up thousands of ads necessarily. One of the most innovative solutions today is dynamic text ads, which is available from Bing Ads. And here is how it works. The customer searches for a specific term, then Bing Ads will insert that term into your ad headline or the main ad text or even your destination url, depending on your preference.
This will then make your ad highly relevant to the customer's search and, of course, it will increase your click through rate. Here is how it might look like in practice. Let's say your an online flight aggregator and your customer searches for flights to Miami. A generic ad will perhaps appear like this. It's not very specific to the customers search. Now if we created a dynamic search ad, the ad displayed for the same search result could appear much more specific, like this.
Notice just how much more specific this is in aligning to the searcher's criteria. How do we achieve this dynamic appearance based on what the user searched for? It's done by establishing City as a placeholder for multiple keywords. And then Miami is just one of them. When the customer searches for Miami, the placeholder City is replaced by what the customer typed, in this particular case, Miami. Now before we create dynamic ads via the interface, let's consider another useful tip that you will need.
It can easily happen that the customer uses a keyword that will cause the ad title to exceed 25 characters and this can, of course, prevent the ad from displaying. For example, they say City in Alaska, with this particular name that you can see on the screen. I know you can forgive me for not even trying to pronounce it because I'm from Europe. Now, more importantly, let's look at how we can work around this issue. You should add default text to the dynamic text keywords by inserting a colon after the keyword.
For example, Keyword: The city. And, if you can do this, then whenever people search for a city with too many characters, as per the example we've given, then it will just change and default to The city within the ad text itself. You'll also be able to control the capitalization of dynamic text, which is a good feature. I want you to pause the video here and study the table that you can see on the screen. Look particularly at the second column.
This contains different types of capitalization. And then in the third column, we've explained exactly what it does when you use this. Of course, you can then use this principle specifically for your own ads. There is, of course, more scope for customization. For example, we can create a flight ad with a keyword containing city and then it will also then display custom information such as sale discount of 20% off.
We do this by using a parameter placeholder. A parameter is variable information, such as the discount value, which you would associate with different keywords. For example, the keyword Miami in ad number one below, that you can see, will display the parameter value 20% off before Friday. While the keyword Dallas in ad number two will display the parameter value 50% before Sunday.
Now, in order to achieve this, what we need to do in the ad setup is to specify the following. In the ad title, we're going to specify discount and then in brackets Keyword: city. So that'll be discounted flights and then you add that in the brackets. And then in the ad text, we'd specify the discount using brackets and parameter 2: 20% off. And when this applies, you have to specify this with another parameter.
This would be parameter three, before Sunday. So, practically speaking, the dynamic ad text must be set up together with the dynamic keywords. For example, for Miami we added the following to the ad text. We said parameter 2: -20% off before Friday. So this determines the place where the dynamic ad text will appear. If you look at it, we said all, and then in brackets KeyWord:city.
And we've even used some capitalization. And then parameter two, we said :discount. And parameter three, :before Sunday. Great, okay now I appreciate that this may seem a little advanced if you haven't done this before. So do pause or watch this part of the video again. Do it a few times until you've mastered it. And then, once you're ready, let's continue and we're going to look at the Bing Ads interface to see where the text and the parameters will be added.
Notice that you're going to need to use an existing campaign to make this work. So you cannot use this during the setup process. So, from the ads page, which you find by clicking on ad, we can scroll down and just click any ad on the left hand side that we would like to edit. Now, you need to click on the dynamic text link. Let's choose the dynamic text link here. And we need to choose the placeholder keyword.
And now, you need to position it in the text where you would like that to appear. So I'm just going to make this a bit shorter. Remember the keyword flights will only appear if you have flights in your keyword list. This is important to remember. Now, in the ad title field, what we're going to do is we're going to add the following, parameter 2: discount. So this establishes where the dynamic ad text will be inserted in the text.
And now in the ad text details, we're going to enter the details as we discussed earlier. And also, we need to add parameter three here. So, param3. And we close the bracket again. You can click on save here. And now we need to go to our keywords list. Click on keywords. What we like to do now is add the dynamic text content 50% off before Sunday.
You're on the keywords page now, scroll down for us and look at where it says columns. Select columns and click on modify columns. And now, if you scroll down, scroll down all the way, there you will see parameter one, two and three is available. We need to add it now. Click on add, add, and add. And once that is done, we need to click on apply.
And now, you can see when you scroll over the cell you'd like to edit next to a keyword these parameters will appear. If you click on the pencil, you'll be able to edit that.
- Creating your account
- Navigating the Bing interface
- Setting up billing
- Estimating traffic and setting bids
- Writing effective ads
- Using dynamic text ads
- Setting up campaign exclusions
- Using automated rules
- Setting up Universal Event Tracking
- Creating a remarketing list in Bing Ads
- Measuring performance with Bing Ads reports