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 optimisation and constantly generating content isn’t the only way. Some companies that can afford the service pay to get their links to appear on the first results page.
This is done by linking their page to 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 a service called dynamic keyword insertion.
What Is Dynamic Keyword Insertion?
Google Adwords, Yahoo Search Marketing, and Microsoft’s Bing ads provide this service to their Pay-Per-Click customers. It allows you to create dynamic ads, which means you can constantly change them according to keywords 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.
This isn’t a cheap way to trick customers into “stumbling” on your ads. It’s actually a good way not to limit your ad to a specific keyword. The alternative is purchasing multiple ad spaces for 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 familiarise yourself with first.
AdWords Bidding
Once you decide to advertise using Google AdWords, you’ll need to familiarise yourself with the bidding process. , AdWords runs an auction whenever space is available on a search results page. You should first know what you want to advertise and place your bids accordingly.
AdWords bidding is highly customisable. You can focus your bid according to your needs on five different regimens with different payment rates:
- Clicks: When your primary 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 after viewing your page, like placing an order or a subscription.
- Views: This is for videos and pay-per-view.
- Engagements: You are charged whenever someone engages with your website.
When bidding, specify the highest amount you’ll pay for a single click on your ad. Although this is not the actual cost per click CPC, 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)
Open Google and search for anything. The first result is usually a sponsored link with a little box that says “Ad”; 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 on how popular the keywords you choose are; the more popular, the more expensive it is per click. Also, you can decide whether your AD goes local or international.
It’s important to know that PPC campaigns are no guarantee to increase sales or profit. If your ad costs $5 per click and you get 100 clicks per day but only increase in profit by $200, your ad costs more than the benefit. Yes, exposure is a long-term game, but long-term expenditure without a return on cost is just bad business. However, you can pause anytime you want and never pay more than the budget cap you set.
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 clickbait 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 and, 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 relevant keywords to your content.
The final step is incorporating these words into your search headline. You can add keywords between two curly brackets in the headline section while placing your ad.
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 capitalisation 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
Single keywords are good for your content traffic because of their generalisations. But specificity doesn’t always mean less traffic; some long tail keywords have enormous traffic volume. You can use many tools to check their volume, including Google AdWords. The more specific your keywords are, the more quality traffic you will get.
The advantage of cheaper ad placement is that search engines reward quality ads.
Long tail keywords should be used carefully, however. 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 many of them won’t be used. Single keywords have higher chances of being searched, thus increasing your outreach.
SEE ALSO: Free Keyword Research Tool: Your Keyword Finder.
Why Use Dynamic Search Ads
If you have mastered the art of choosing keywords, have a cost-effective AdWords bidding strategy, and have the content to back up the ads, 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?
