How To Implement Dynamic Keyword Insertion On Google AdWords

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Services for Real Estate Pros with Go Beyond MLS - weblog.

If you have tried to run a Pay Per Click campaign on Google Adwords, chances are you may have been faced with a phenomena of price per click hitting as high as $10 per click. Generally this effect to what Google calls “low quality score”. It has to do with your ad being relevant to the landing page- and I would suggest not to bid on a keyword that is not found on your landing page. But it also has to do with the click through rates. One of the way to attract more clicks to your ad is when your add includes the keyword you are bidding for. Now I know what you are asking. How can this be accomplished for a campaign with hundreds of keywords. And no you do not have to create a separate ad copy for every single keyword in your campaign. You simply can use dynamic keyword insertion when creating your add copy in your Google AdWords account.

The dynamic keyword insertion is accomplished by the following syntax {keyword: key word}. The end result of this method is that the keywords you are bid on are automatically included into the copy of your add. These keywords are displayed in bold to the Internet users and generally increase the click through rate of your add.

Few few quick points.

{keyword:key word} will render your key word in small letters.

{KeyWord: key word} will render your firs letters in your keywords in capitals.

I know that if you are new to pay per click advertising the above may not make much sense. So here is an example how to do it. I will use ActiveRain's domain as an example in creating an add that will use dynamic keyword insertion:

Dynamic Keywords Insertion on Google Adwords

 

I hope the above examples makes it easy to understand how to implement the dynamic keyword insertion.

I know it can be very disheartening to see your cost per click spike. When it happened to me, I literally abandoned pay per click advertising for about three months. If you have an abandoned campaign sitting out there there might be a good chance for recovering and making it perform well again.

 

 

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Rainer
44,590
Brooke Shepherd
Keller Williams Partners - Colorado Springs, CO
Speak With Honesty~Act with Integrity

So did you feel your were succesful in doing this?  If so, how many leads do you think you got from it?

Brooke

Sep 04, 2008 07:45 AM #1
Rainer
6,053
Vlad Zablotskyy
Go Beyond MLS - weblog. - Jackson, NJ

Brooke,

I don't have experience with leads. I do this advertising for some of my friends who have e-commerce websites. And yes their sales did increase. Google AdWords allows the tracking to know exactly what keyword was responsible for a sale and you can adjust accordingly eliminating the keywords that do not convert.

For real estate agents this can be a little more difficult to track since the transaction is not completed online. I would suggest to create landing pages that capture the leads and encourage people to signup to your e-mail list. Linking to a listing with just information can be very unproductive.

For e-commerce websites it is much easier because you can capture the attention of potential client when they are in a "buying state of mind' often surfing the Internet with a credit card infront of them.

Creating a landing page that would capture phone numbers and emails is crucial for real estate agents.

Sep 04, 2008 07:53 AM #2
Ambassador
919,996
Missy Caulk
Missy Caulk TEAM - Ann Arbor, MI
Savvy Realtor - Ann Arbor Real Estate

Vlad, thanks for adding me as an associate. I do a PPC campaign and I have it run by some guys in LA that I trust. 42% of all my closings this year are from it. I am collaborating on a book now and my chapter was Pay per Click vs Organic Search...Time vs Money.

Someday I hope my blog will bring me all the business, but until it does...........

Sep 04, 2008 09:10 AM #3
Rainmaker
530,430
Chris Brown- Florida Home Loan Specialist | Certified Mortgage Planner
Chris Brown | Certified Mortgage Planners - Orlando, FL
Chris Brown 407.367.2974

Vlad, what's up Man!  Hey can you give an example fo what the above advice would LOOK like to the cosumer on the goggle search?

 

Thanks

 

Chris the Implementer

Sep 04, 2008 09:26 AM #4
Rainmaker
530,430
Chris Brown- Florida Home Loan Specialist | Certified Mortgage Planner
Chris Brown | Certified Mortgage Planners - Orlando, FL
Chris Brown 407.367.2974

I am not sure that I followed all that you said.  I have never really ran a PPC campaign.

 

Chris the Implementer

Sep 04, 2008 09:33 AM #5
Rainer
6,053
Vlad Zablotskyy
Go Beyond MLS - weblog. - Jackson, NJ

Chris,

The pay per click results are returned under the "sponsored" sections in Google- generally just above the natural search results and to the right of them se the picture below:

Google Sponsored Adds

Sep 04, 2008 09:43 AM #6
Rainmaker
530,430
Chris Brown- Florida Home Loan Specialist | Certified Mortgage Planner
Chris Brown | Certified Mortgage Planners - Orlando, FL
Chris Brown 407.367.2974

Yeah, i knew that, i meant the visual difference of using the {keyord} strategy

 

Chris the implementer

Sep 04, 2008 09:47 AM #7
Rainer
6,053
Vlad Zablotskyy
Go Beyond MLS - weblog. - Jackson, NJ

The bolded text seems to attract more eyeballs and clicks.

Sep 04, 2008 10:05 AM #8
Rainer
44,590
Brooke Shepherd
Keller Williams Partners - Colorado Springs, CO
Speak With Honesty~Act with Integrity

Vlad,  that makes sense.  Thank you for clarifying that with me!

Brooke

Sep 04, 2008 04:01 PM #9
Rainer
207,498
Shane OnullGorman
Eau Claire Realty, Inc. - Eau Claire, WI
Eau Claire Wisconsin, Real Estate Agent & Realtor- Buy or Sell

Interesting.. I had no idea you could do this..

so you mean you can put what the person searched for directly into your ad and then turn your ad around and make it look as if it was made specifically for that person?

I hope I understand that right!

 

Sep 04, 2008 04:08 PM #10
Rainer
6,053
Vlad Zablotskyy
Go Beyond MLS - weblog. - Jackson, NJ

Yes Shane that is the idea behind it.

The truth is that you have to be creative and attentive to your ad copy and keywords. I can't tell you how many times I saw Target and Wallmart selling "opnehouse" :).

The kee is if you have huge list of keywords to categorise them so they do look out of place in your add copy.

Sep 04, 2008 04:19 PM #11
Rainer
207,498
Shane OnullGorman
Eau Claire Realty, Inc. - Eau Claire, WI
Eau Claire Wisconsin, Real Estate Agent & Realtor- Buy or Sell

I went to the advanced version where you can create multiple campaigns. I suppose you would have to create groups of keywords and then try to make them gramatically correct or at least make sense.

I can see the bonus with this.

I sort of changed mine to the most likely thing that someone would want someone in my business and need their website for.. so its targeted at that specifically.

I did notice I am getting huge SEO pull now from various projects so hopefully I wont even have to spend money on adwords soon.

Sep 04, 2008 04:27 PM #12
Rainer
6,053
Vlad Zablotskyy
Go Beyond MLS - weblog. - Jackson, NJ

Shane,

You absolutely correct. I am with you on SEO side of things. Free traffic is a free traffic. But SEO requires work and time. But if you create a new page it may take considerable amount of time for it to begin getting traffic. What I like about PPC is that I can create a landing page and test traffic and conversion litrally withing an hour. But again most of my experience is related to e-commerce.

Sep 04, 2008 04:35 PM #13
Rainmaker
102,471
Neal Barnes
Starstate Realty - Killeen, TX
Broker, REALTOR, ABR, CRS, GRI, SRES, SRS.

Hi Vald   -    Thanks for the information.  I am sure this will come in handy.  Have a great Day!!!

Sep 04, 2008 04:52 PM #14
Rainer
207,498
Shane OnullGorman
Eau Claire Realty, Inc. - Eau Claire, WI
Eau Claire Wisconsin, Real Estate Agent & Realtor- Buy or Sell

vlad I know exactly what you mean.. you are talking about creating a whole business overnight and making it work successfully. I unfortunately do not have a lot of extra money at this point and so finding ways to convert my time into money is important. I can see why your services are so valuable. they really do work. its instant sucess basically.

Sep 04, 2008 05:00 PM #15
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