Creating Dynamic AdWords Copy

Posted by JohnCarcutt
December 1, 2005

Hello there! If you are new here, you might want to subscribe to the RSS feed for updates on this topic.

A few years ago I was at an Internet Marketing show trolling from booth to booth picking up promo items and keeping an ear out for interesting news or ideas. When I happened on the Google AdWords booth (and I do mean “happened” it was a small little booth at the time if you believe it) and struck up a conversation with one of their techies. At the time I was struggling with how to best organize VERY large list of keyword phrases and was looking for a way around the limit to the number of Ad Groups per campaign. I was at the right place at the right time for once. He showed me a bit of code that was (at the time) still unknown to most and not discussed on the Google site at all. This code creates Dynamic Ad Copy based on your keyword selections.

Here’s a sample of the code …
{KeyWord: SEO Integration} Read About {KeyWord: Search Marketing} Subscribe to my RSS Feeds. www.AppliedSeo.com
This code for your ads will use keywords from your group in place of the {KeyWord} in your ads. This is still limited by the character limits for each line, so a default is needed in case the dynamic is to long. Here are some examples. If I had the word “Dynamic AdWords” in my keyword list for this ad, the ad would display as follows:

Dynamic AdWords
Read About Dynamic AdWords
Subscribe to my RSS Feeds.
www.AppliedSeo.com

Now if the ad is displayed for a term which would then exceed the character limit for that line, the default would text be shown ..

SEO Integration
Read About Search Marketing
Subscribe to my RSS Feeds.
www.AppliedSeo.com

There are a couple of things that make this great. First if you have a ton of related keywords, you don’t have to build targeted ads for each set, additionally, they are created dynamically to match the search terms used in the query on which your ad is displayed. This has the added benefit of creating a very targeted ad as related to the surfers interests which produces much better conversion rates.

Today this is fairly public knowledge for AdWords Professionals, however I rarely see it published. If this is your first time seeing this technique, give it a try, I think you will be surprised at the improvements it can make in your overall AdWords PPC efforts.