How You Should Use Keyword Insertion On Google AdWords

By typing in simple code in your ad copy your click through rates will increase. Keyword insertion is an advance feature on Google AdWords that will allow you to attract more diverse audience to your site and heighten relevancy of your ads to your searchers.

To use keyword insertion you place a small piece of code: {keyword: “”} into the ad title where you place your default keyword in between the speech marks. Now each time your ad shows up, this part of your ad title will be replaced by the search query that triggered your ad. Your ad title is 25 characters maximum so if the search query is larger than this the default keyword will be used instead. By including keyword insertion in your ad campaign, your ad will become more relevant to the searchers. Beware, keyword insertion can be a  ‘double-edged sword’, although it can increase your click throughs it can attract a large amount of irrelevant clicks to your website, costing you your hard earn cash. Here are my personal favorite tips when using keyword insertions:

• Try using inter- capital letters in your ad’s title. {KeyWord: “”}, {Keyword: “”} and {keyword: “”} will return different versions of cap lock patterns in your ad title. Say the search query that triggered you ad was “marketing agency”, the first keyword insertion type will return “Marketing Agency”, the second will return “Marketing agency” and the last one will return “marketing agency”  on your ad’s title. Experiment with the three of these to see which gets you the higher clickthroughs or number of conversions. In my experience the first keyword insertion type works the best in generating conversions.

• Make your ad group that has keyword insertion more targeted. You can do this by having a very narrow set of related keywords in your ad groups, for example if your adgroup is used to promote trainers use keywords like ‘cheap trainers’ and not broad terms like ‘shoes’.As a result your ads will be triggered only by very relevant search queries and your keyword insertion will drive only relevant searchers to your site.

• Make sure you are not bidding on your competitors brand name. Most users of PPC tend to bid on their competitors brand name so they can reap in some visitors when searchers are searching for their competitors. While bidding on your competitors brand name is not illegal, having your competitors brand name on your ad is. So when using keyword insertions to prevent trademark violations do not have your competitors in your ad group’s keyword collection.

• Lower your bids. When using keyword insertion in your ad text not only do you get the user’s search query in you ad’s title but it will also be highlighted, assuming your ad text is optimized with your keywords, your ad’s description text will also be highlighted. Your ad relevancy and appeal to  searchers will now have shot through the roof,  now you can place lower bids and still have the same number of clicks you  had before.

I hope you like my recommendations and strategies. If you have any more strategies or insight on keyword insertion feel free to comment below.

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