If you want to improve your click through rate (the frequency with which people click on your Google Pay Per Click adverts) then you should consider Dynamic Keyword Insertion, using this syntax: {keyword: }

The idea behind Dynamic Keyword Insertion is simple. When keywords in a search term appear in the heading or body of an AdWords advert they appear in bold. Bold adverts attract more attention so people are more likely to click on them. As are adverts that contain the exact keywords that a person is searching for. Wouldn’t it be great then if every pay per click advert contained the exact keywords being searched for in bold? They can…

Instead of creating hundreds of separate adverts for every synonym and plural of a keyword, try using Dynamic Keyword Insertion. Group keywords up and place the syntax in the heading. This makes Google automatically use the searched keywords as the title of your advert, improving the likelihood of the searcher clicking on your advert and visiting your website.

Make sure you only use this for keywords grouped together and ones that share the same landing page on your site. Otherwise you run the risk of sending searchers to pages that aren’t relevant, which they’ll just click away from, wasting your budget.

Using Dynamic Keyword Insertion also improves your AdWords Quality Score. As one of the determining factors in calculating Quality Score is the click through rate (CTR) of an advert, the use of the Dynamic Keyword Insertion syntax will lead to better positioning of your ads without you increasing your spend on each click.

Advanced Dynamic Keyword Insertion techniques:

You’ll notice a gap in the syntax {keyword: }. This is for you to place a default heading, to be shown should the search term be longer than the 25 character limit. The full syntax should therefore look something like {keyword: Default Keyword Here}

Capitalising the K and the W will make all keywords displayed begin with a capital letter, another factor in high click through rates: {KeyWord: Default Keyword Here}

Try using the syntax within either lines of the advert body copy instead of, or as well as, the heading.

Before deciding to roll it out to the rest of your ads, or deciding to cancel the experiment, remember the golden rule – measure the results.