Today marks the first in a series of posts about dynamic text in adCenter (also known as parameters) from Charles Thrasher, an adCenter Media Specialist. Before he built his first commercial website twelve years ago, Charles was a professional sailor—a sailing instructor on San Francisco Bay, a yacht captain in Palm Beach, a dive boat captain in Key Largo. Since coming ashore he’s been involved in almost every aspect of online commerce including coding, marketing, SEO and PPC. He’s now an adCenter Media Specialist working with small and medium business clients and passionate about the SMB market.

 

Thanks!

Carolyn, adCenter Community Team

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Relevance drives all aspects of search engine marketing. This is so important it's worth rephrasing. Relevance drives customer satisfaction; relevance drives advertiser sales; relevance drives search engine profitability.
 
One quick method of increasing relevance is to dynamically insert keywords into your ad title or body copy.  Search users find ads more relevant when their search string is mirrored in the ad. Search words appearing in an ad are set in bold face, which further reinforces relevance.
 
The {keyword} parameter is most often recommended for dynamic keyword insertion. As an example:

 

When the search is for "clown shoes," the result would look like this.

  

However, there's a problem. One of your insertions will be capitalized incorrectly. If your keyword was originally lowercase, then your ad title will look amateurish and unappealing. If your keyword was uppercase, then your body copy will look awkward.
 
There's a simple solution. There are several additional parameters available in adCenter that can be used to dynamically insert text into your ad.
 
I manage my keywords in an Excel® spreadsheet, and then upload them to adCenter. I typically lowercase the keyword, then duplicate and reformat the keyword column into the param2 column using the Excel PROPER function. (The result may need some scrubbing, especially for words like XML, but search and replace works well.) Then I insert {param2} into my ad title and {keyword} into my body copy, not necessarily in the same ad.
 
This solution has become possible in the adCenter beta user interface, which supports importing keywords and parameters in bulk.
 
To continue with the example:

Ad title:	{param2}
Body copy:	Wide selection of {keyword}. Competitive prices, prompt delivery.

The result looks like this.