Adwords Hints & Tips #3 – Match Your Keywords to your Advert Headline and Copy

Search engine users are more likely to click on a Sponsored Link if the Advert contains all, or most, of the keywords that they searched for.
23 Sep, 2005

Research shows that search engine users are more likely to click on a Sponsored Link if the Advert contains all, or most, of the keywords that they searched for. This is partly because the search terms are highlighted in bold text by Google in the adverts. Pretty obvious, really.

This is easier said than done if you have a large variety of possible keywords, but it’s still worth the effort to create a large range of adverts (or creatives, as Google calls them) to make sure that they are all covered. Better still, split the keywords into separate advert groups to focus on different keyword ranges. This will then ensure that your keywords get great click-thru rates (CTR), which should in turn mean a higher placement in the listings for the same (or less) money.

Google Adwords Keyword Substitution

For the more confident amongst you, you could try using Google’s keyword substitution (also known as “Dynamic Keyword Insertion” (DKI), which is a feature in Google Ads that allows advertisers to automatically update their ad text to include the exact keyword phrases that users search for, making the ads more relevant and potentially increasing click-through rates). This allows you to create a list of keywords that will trigger your advert, and then create an advert that says something like “Buy your {variable} from us”. Google will insert the user’s search term into your advert in place of {variable} when it is displayed so that if (say) the user searched for ‘Tomatoes’, then the advert would say “Buy your Tomatoes from us”. It’s quite a powerful tool.

The Author of this series of articles is Martin Jarvis, who creates and manages Pay-per-Click campaigns for a number of clients. To find out more, please visit us at DMJ Computer Services Ltd.

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