As you may or may not know, when creating a Google Ad for insertion in their AdWords or AdSense network, (the ads that appear beneath search results or alongside 3rd party content, respectively) you can embed the relevant keyword that triggered your ad into the ad copy itself. This is pretty useful for creating a single ad template and applying it across multiple keywords while still maintaining relevance.

For example: If you were creating an ad for selling shoes, you might use shoes, nike, adidas, reebok as your keywords. The ad copy might read:
Buy cheap shoes!
But it’d be much more compelling if it parroted back my search term to me:
Buy cheap Nike shoes!

Learn how to make this happen in your campaigns, after the jump. Or learn about our AdWords Campaign Management services right now.

For any ad campaign with any number of products or brands, it would be tedious to create a separate Ad Variation for each of those brands. Instead, Google lets you use the {keyword:} variable to populate the ad copy with the keyword that was matched in the ad. So your ad copy on the AdWords side would look like this: Buy cheap {keyword:brand name} shoes.

What happens here? So long as the keyword fits in the ad, it’s used. But if it exceeds the space limitations or there’s an issue with parsing it properly, Google uses the content after the :, like “brand name” as a placeholder. Consider: Buy cheap nike shoes / Buy cheap brand name shoes.

Simple enough, really. You’re limited to a fallback keyword of 15 characters in length, so keep that in mind. Further, you can customize the capitalization applied to your ad when the keyword is dynamically inserted by paying attention to this handy guide:

{KeyWord:fallback phrase} will capitalize each word, as in “Nike Shoes
{keyword:fallback phrase} will lower case all words, as in “nike shoes
{Keyword:fallback phrase} will capitalize just the first character, as in “Nike shoes
{KEYWORD:fallback phrase} will, you guessed it, capitalize the entire phrase, as in “NIKE SHOES

If you’re not already using AdWords, it really can be an effective way to drive traffic and sell your products or services. And if you’re not sure where to start, take a quick look at our AdWords Campaign Management services. Or sign up yourself today:

Posted in: Development