Learn how dynamic keywords can change the appearance of an ad and how this may affect click-through rate and conversions with practical examples.
- [Instructor] To enable copywriters to meet the challenge of being relevant to thousands of unique search queries without the need to write thousands of individual ads, both Bing and Google supports the use of dynamic keywords placed directly in the ad copy that is shown to the user. I feel compelled to say PPC specialist beware. Whilst dynamic keywords can greatly increase your click-through rate, it does not necessarily increase your conversion rate, and it is unlikely to lower your acquisition cost in many cases.
So, you have to be sure that it will bring some other benefit in relation to brand building and market share before using it. Here is how it works. The customer searches for a specific term, then Bing or Google will insert that term into the headline or the main ad text, or even in the destination URL, depending on your preference. This will then make your ad highly relevant to the customer search and it will increase your click-through rate. If you have a look at the ad above, here is how it might look like in practice.
Let's say you're a hotel booking website and your customer searches for hotels in New York City. If you have a look at the ad below, this is what it would look if we created the dynamic search ad. The ad displayed for the same search result will be much more relevant. Notice just how much more specific the dynamic ad is. It aligns to all the user search criteria. When you're ready to take the more advanced courses we offer on Bing Ads and Google AdWords, you will learn more about the use of dynamic keywords, after which you may want to experiment with it as part of your PPC marketing mix.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising