It’s no secret that digital marketing is the way of the future. And one of the many ways to advertise a product or service online is through content marketing. Having your website on the first page of search results is a sure way to increase your traffic.

However, going through the hoops of search engine optimization and constantly generating content, isn’t the only way. Some companies, that can afford the service, pay to get their links to appear the first results page.

dynamic ads through keyword insertion

This is done by linking their page to specific keywords that call on the ad when someone searches for them.

But it doesn’t end there. Have you ever Googled two different things, clicked two different front page ads, and got redirected to the same page? Did that page pay twice for the same ad under different names? No, this is actually a service called dynamic keyword insertion.

What Is Dynamic Keyword Insertion?

Google Adwords, Yahoo Search Marketing, and Microsoft’s Bing ads, all provide this service to their Pay-Per-Click customers. It basically allows you to create dynamic ads, which means they are constantly changing. They change according to keywords of your choosing that are relevant to your products.

A keyword insertion example is if you own a footwear store, and create an ad saying “Best quality footwear.” This is a standard ad. With dynamic keyword insertion, you can associate other keywords to your ad that are interchangeable with the word “footwear” like:

  • Men’s footwear
  • Women’s footwear
  • Children’s footwear
  • Shoes

This means that people searching for any of these keywords will be shown a version of your ad containing this keyword. Another good keyword insertion example is companies that are present in many cities or states. They use a dynamic search to add different locations to their search results.

Example of dynamic keywords in google
Through the usage of keywords in google people will be shown ads containing those keywords.

This isn’t a cheap way to trick customers into “stumbling” on your ads. It’s actually, a good way to not limit your ad to a certain keyword. The alternative is purchasing multiple ad spaces for each and every variant product or service you provide, which is absurd.

Dynamic keyword insertion is a strong marketing tool for anyone interested in pay-per-click ads. How exactly does it work? Before answering that there are some terms that you’ll need to familiarize yourself with first.

AdWords Bidding

Once you decide to advertise using Google AdWords, you’ll need to familiarize yourself with the bidding process. The thing is AdWords runs an auction every time there is a space available in a search results page. You should first know what it is exactly you would like to advertise then place your bids accordingly.

AdWords bidding is highly customizable. You can focus your bid according to your needs on five different regimens with different payment rates:

  • Clicks: When your main concern is getting clicks like PPC.
  • Impressions: This is based on the number of times your ad appears (usually charged per 1000 impressions.)
  • Conversions: Based on a certain action that is done after viewing your page, like placing an order or a subscription.
  • Views: This is for videos and paid per view.
  • Engagements: You are charged whenever someone engages with your website.

When bidding you specify the highest amount you’re willing to pay for a single click on your ad. Although this is not the actual cost per click CPC, it means you will never pay more than that amount. Your maximum bid, however, plays a role in determining your actual CPC. Other factors include your quality score and the keyword’s competition.

Pay-per-click (PPC)

Visualization of Pay Per click advertising
Through good research on keywords pay-per-click (PPC) allows you to increase your sale and profit.

Open Google and search for anything. The first result is usually a sponsored link with a little box that says “Ad” in it, That’s PPC. In short, you create an ad and every time this ad is clicked you have to pay a fee. The fee varies from how popular the keywords you choose, the more popular, the more expensive it is per click.

It’s important to know that PPC campaigns are no guarantee for increasing sales or profit. If your ad costs $5 per click and you get 100 clicks per day, but only increase in profit by $200 dollars. That means your ad is actually costing more money than benefit. Yes, exposure is a long term game, but long term expenditure without a return on cost is just bad business.

Good marketers do their homework. They research the market first for which keywords are most related to their products and have the highest traffic. This can be done using keyword planner software. Then they constantly assess traffic and sales to see if the investment is returned. The pricing of PPC isn’t constant, it all depends on the keywords you use.

You can create click bait with such techniques but it really isn’t advisable. Google ranks the quality of your ads according to their relevance to user queries. The more quality, the better google treats you, in terms of lower click rates thus higher revenue.

AdWords Dynamic Keyword Insertion

After placing your bid and choosing a suitable payment method you can add dynamic words to your PPC ad. How? by adding more relevant keywords to your ad groups. Ad groups are basically a list of all the keywords that are relevant to your content.

The final step is incorporating these words to your search headline. You can add keywords by placing them between two curly brackets in the headline section while placing your ad.

Adding adwords to your search headline
The incorporation of keywords to your search headline makes it possible to use the words of your group ad interchangeably.

If we use the footwear example you can write in the headline section: Best quality {Keyword: Footwear}

Dynamic keyword insertion allows the search engine to use the words associated with “Footwear” in your ad group interchangeably. There are some things you need to keep in mind, however. You’ll need to be careful with capitalization and plural or single forms because the search engine will take your keywords as they are.

For example, if your keyword is “Shoe” your ad will be “Best quality Shoe” which sounds like you’re selling just one shoe.

Choosing Keywords

It’s true that single keywords are good for your content traffic because of how general they are. But specificity doesn’t always mean less traffic, some long tail keywords have very large traffic volume. There are many tools that you can use to check their volume, including Google AdWords. The more specific your keywords are, the more quality traffic you will get.

There is also the advantage of cheaper ad placement because search engines reward quality ads.

Long tail keywords should be used carefully, however. This is because most long keywords don’t flow naturally in your ad headline. Another disadvantage is too much specificity. If most of your keywords are long tail, specific keywords, then chances are there are many of them that won’t be used. Single keywords have higher chances of being searched, thus increase your outreach.

SEE ALSO: Free Keyword Research Tool: Your Keyword Finder.

Why Use Dynamic Search Ads

If you mastered the art of choosing keywords, have a cost-effective AdWords bidding strategy, and have the content to back up the ads, then dynamic keyword insertion can boost your traffic noticeably. Although more clicks don’t necessarily mean an increase in profit, any effective e-marketing campaign starts with increasing visitors.

Dynamic words simply mean being the answer to more queries and popping up on more screens. Isn’t that what marketing is all about?

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