Keyword Insertion - Secrets Revealed

One of the best advantage of Google Adwords is the ability to insert the keywords searched in the Ad text title or description.This feature is great, but a little pratice will help you mastering its use.


Benefits of Keyword insertion

By inserting the searched keyword in the Ad text title or description, you can make your text ads more relevant to a particular search. Indeed if someone is searching for a particular, the first thing he will click on is an ad containing the terms he searched for.

When a search match the keyword in your ad, Google will highlight the keyword in bold blue. With keyword insertion you can guarantee to have maximum visibility.


You still need to be careful

Keyword insertion can also be armful or in a lesser extend make your ad a total no sense. As a result, you have to be careful on where you use keyword insertion especially if you use it between two words.


How to use keyword insertion properly

Keyword insertion is pretty simple to use. You just have to insert the following code in your ad: {keyword}.
You can either insert the function in the title or in the description of the ad.

Here are some more advanced fucntions:
- {keyword: dfsfhsldfhs} Will insert the text in between brackets if the keyword lenght is superior to the Google requirements.
- {Keyword:} Will capitalise the first letter of the keyword inserted.
- {KeyWord:} Will capitalise teh first letter of the first word and the first letter of each word if the search phrase has more than a word.
- {KEYWORD} Will capitalise all letters of the keyword (not recommended)
- {KEYword} Will capitalise each letter of the first word, but none of the second.

Google introduces PPA campaigns

Google keeps on expanding its online advertising offer by introducing a Pay Per Action (PPA) model to adwords.
The PPA campaigns will be available for the content network and will provide advertiser to pay for an action instead of paying for a click.

Google therefore reinforces its offer, when Yahoo introduces their new search engine platform, which instantly looses its competitive advantage.

Google also demonstrates its interest in competing agains traditional affiliate network such as Commission Monster.

An Easy way to reduce keywords' CPC

Reducing keywords CPC can be a hard process. Indeed it is a tricky task because reducing the Maximum bid will most of time drop the average position of the text ads and therefore reduce the volume of click, even worth it could reduce the number of impressions drastically.

An easy way to reduce CPC without changing your maximum bids is to use Google Adwords Matching options. That is not a new thing for most of you.
However I have done some experiments by using all matching options on one keyword.

The Principle
The idea is simple and lies on the following principles:

- Maximizing the traffic and the reach by keeping broad match.

- Reducing the CPC for the most common search phrases by introducing phrase match

- Reducing the CPC for really expensive keywords by using exact match.

Example
If you are targeting the keyword 'roses':

- Use the broad match to make sure that any variations of the word will be targeted and that your ad will be displayed.

- Use phrase match for popular search phrases such a 'white roses', 'cheap roses'. When a person will type white rose and click on your ad, Google will charge you the CPC for the phrase match ( It will be lower than the broad match one. Therefore you will pay less for all the variations such as 'cheap white roses' or 'buy white roses'

- Use exact match for popular phrases which converted in the past. For example use exact match for 'buy white roses' or 'cheap white roses'. The CPC on those keywords will be low and will contribute to reduce your overall average CPC.


I have use this tactic on my last Google Adwords campaigns and it has really contributed to reduce the overall cost per click. Thanks to that, I managed to generate more traffic with the same average position...