Creating dynamic AdWords advertisements is possible thanks to dynamic keyword insertion function. Because some time ago I looked for the answer on this question unsuccessfully, I decided to write about this matter. However, I will not write about what an AdWords is and how it works, because firstly, I assume that readers of this article had already contact with this system, secondly there is a lot of articles on this subject in the net. One can often use the function of dynamic advertisement insertion to generating a huge quantity of advertisements on hardly related key words at the same time reducing costs and increasing effectiveness. The matter is actually simple, all you have to do is to insert in the advertisement title {KeyWord:default_title}, in the place of DEFAULT_TITLE we write the title, which will show up in case when the written by an internet user phrase will be too long. Before { and behind } we can also write down a usual text e.g. a company’s name. In case when the whole text will be too long, we can give up the default title and write only {KeyWord}. Thanks to this, the displayed advertisement will contain key words written by an internet user with capital letters, (if we want the words in the title written in small letters all we have to do is to change the command on {keyword} – you know what I mean) what is more key words will be in bold .

For the example if we have an internet shop this can look like this: {KeyWord:} Delivery 0zł or {KeyWord:ForceTech} Delivery 0zł – where ForceTech is the name of our shop which will appear instead of the searched phrase in case when this will be too long. We also have to remember about including appriopriate key words in the group of the advertisements, in this example the most desired will be the names of devices which we sell, and so on the phrase bosch 550 we get:

As we can see the written in the explorer phrase is additionally in bold what encourages users to clicking in the advertisement and increases CTR. This way we can offer the user what he looks for. Remember that if you exaggerate with key words you can get the effect opposite to desirable! For example if you sell shoes made by X company and you place couple of different companies not connected with shoes and for example trousers, than the internet user in majority of cases will not buy anything, because he was looking for shoes and suddenly someone wants to sell him trousers, the effect is that you only lost your money and he will not look into Your shop anymore! Of course, there are exceptions from this theory… Let’s go back to CTR now, that is the interest ratio of clicking on the page to the views of the given advertisement. Why to enlarge CTR? Enlarging CTR has two advantages:

1. Higher position of advertisement with retaining the same costs and the possibility of decreasing the costs with retaining position.

2. Increasing probability of surpassing our advertisement over organic results (natural) and as Google investigations shows the upper left corner of a site is the most attractive place for an advertisement, anyway any special proofs are not necessary, because one can be easily convinced about this while advertising in AdWords.

Click to enlarge …

1. sponsored links over organic results
2. sponsored links
3. organic results ( natural )

I hope that someone will find it useful and I will be grateful if you link this entry on yuor blog or page.

Continuing the subject of Advertisements in Google AdWord I will show you something which is worth paying attention to in order to spend money wisely on advertising campaigns using words which discourage to clicking, but be aware: they discourage only certain group of people who would not buy our product anyway, thanks to what we reach a larger number of potential buyers with the same money spend.

For example, you create web sites and we want to gain a customer so a mistake would be to put a title for our advertisement like this: Webdesign in practice, instead we can use a word which will discourage novice webmasters, who seek knowledge, not someone who will make them a website, this is why let’s use this sentence, e.g. Webdesign Cheap. The word Cheap will discourage someone, who is not willing to buy something as it works subconsciously: a man does not even think about it and his subconscious knows that he will have to pay.

Example 2: let’s suppose that we run a sale of BMW cars, we do not want to pay for numerous entries of people who only want to find the given model of car only to see it and dream about it, so we use do not use here a phrase like New BMW, but New BMW 5 – salon.

While creating Google AdWords campaigns for e.g. an internet shop it is good to use dynamic AdWords ads, we can create advertisements thanks to this on a principle: the customer is looking for something so he writes it down and we on the basis of defined earlier key words offer him the advertisement which he wrote in Google a moment ago and here appears this common mistake ,because we forget that not only the person interested in buying will search our product but also in the majority people looking for it because of completely different reasons, e.g. willing to find out something about it, and we can only add the word shop at the end and it is already known with what we have to deal with.