Google AdWords Advanced Tactics - Part 2

n the first part of this mini course, I talked about different ways to try and increase your clickthrough rate on your Google AdWords campaigns. Today I am going to take that a bit further and tell you about an advanced technique for making your headline much more appealing to click on.

I have read 3 different ebooks about Google AdWords as well as countless articles, newsletters and forum posts. That said, I've only recently stumbled upon the excellent technique I'm about to tell you about.

You may or may not already know the following…

If someone does a search on Google, and the same keywords they typed in appear in your ad; these keywords will be highlighted in bold.

For example, let's say that you were advertising for a dental insurance website. A sample ad could look like the following:

Cheaper Dentist Insurance
Comprehensive Quality Service
For All Your Dental Needs (aff)
www.dentalplans.com

Now, if someone typed in the term 'dental insurance', both those words will appear in bold type in your ad. This can really boost the clickthrough rate, as people can immediately see that your ad is relevant to what they are looking for.

For my own AdWords campaigns, I will usually create separate ads for the most sought after keywords. Making sure that for each ad I have, the keyword I am targeting is in the headline. The only problem with doing this manually is that it does take ages if you are targeting a lot of popular keywords.

Introducing the 'Dynamic Headline'…

Now this is an advanced technique that very few Adwords Advertisers know about. Like I said, I've read 3 books on the subject and it was never mentioned in any of them.

So, what is a Dynamic Headline?

A dynamic headline will automatically change itself, in order to target the phrase being typed into the search engine. Using the ad example above, you would type in a dynamic headline like this:

{KeyWord:Cheaper Dentist Insurance}

To create a dynamic headline you must copy everything on the above line, including the brackets, and the capital K and W. Just replace the words 'Cheaper Dentist Insurance' with your own default headline.

If someone typed in a phrase like 'low cost dental plan' none of the words in your headline match so you would not have any part of your headline in bold.

However, the dynamic headline will automatically replace your default headline with the phrase the user just type in i.e. 'Low Cost Dental Plan' not just that but it is also highlighted in bold.

Why is this so good?

Well, in a nutshell, your ad is going to display the exact same phrase the person is looking for. They will look at your ad and think, “Hey that ads seems to be advertising the exact same thing I'm trying to find.

Your Ads are going to be clicked upon a lot more, if it appears that you are offering the very same thing people are searching for.

With a normal 'static' headline, you have to try and guess what people want beforehand, and show the same headline for all your keywords in your ad group.

A few things to note…

• The dynamic headline will only show words that are stored in your keyword list for your ad group.
  
  
• If you are using 'phrase' or 'broad matching' your default headline will show up, if the search query typed in is too long. Your headline can only take up to a maximum of 25 words. So if someone typed in 'low cost dental plans for the over 60's' this is over the 25 word limit. In this case your default headline of 'Cheaper Dentist Insurance' would be shown.
  
  
• Keep out misspellings. Personally I will usually inclide a ton of different misspellings for my most popular keywords. Problem is Google don't like you putting the misspellings in the actual ad itself. They don't mind showing your ad when someone does a typing error or something. They just don't want to be seen showing poorly written ads.

For example if you were using a dynamic headline and someone typed in the phrase 'insuranc' (no 'e' on the end), the dynamic headline will show this misspelt word as your headline. Google's ad monitor staff will soon see this happening and disable your ad.

What I do is put all my misspellings in a separate ad group without using a dynamic headline, to make sure my ads don't get disabled.

To sum up, if Google AdWords is still new to you, you may have found what I've just taught you a bit difficult to grasp. If that's the case, it'll be worth your while to save this newsletter somewhere for reference later on.

Once you get going, it's definitely worth the effort to set up Dynamic Headlines when you can. I have seen a significant improvement in my clickthrough rate after using this technique.

I hope you found this useful, let me know what you think.

Jason Lewis
Editor - 'Business Brainwaves' Newsletter