In most cases, using dynamic keyword insertion will improve your Google AdWords click through rate. And if your text ad creative, landing page, offer, etc. is well constructed and thought out – your AdWords ROI improve.
If you are not using dynamic keywords I strongly recommend you test them for your business’ Google AdWords campaign.
What is Dynamic Keyword Insertion?
Dynamic keywords show the specific search term in your ad, providing it meets certain criteria.
For example, you have an ad in Google AdWords with a title like this:
“Buy Widgets”
Depending on your keyword match type, bid amount, geo targeting, etc. your ad would show if the searcher typed in “widgets”.
But what if you have many different widgets? How do you target that?
Well, there are ways to do this within Google AdWords – but dynamic keyword insertion allows you to cover the various related search terms in your ads – and show those terms in bold face type – making your ad immediately appear more relevant and ideally suited for what the individual is searching for.
How To Create Dynamic Keyword Insertion
It’s simple, and can be used anywhere within the displayed text of your ad.
Instead of writing “widget” put {Keyword:Widgets} in it’s place. The default word will be widgets, but if the search term meets Google AdWords parameters, the targeted search term will be shown.
And that sort of relevancy improves click through rates.
By now, most SEO’s are very familiar with Google’s new infrastructure update, referred to as Caffeine. The new infrastructure is expected to roll out after the 2009 holiday season.
Why Caffeine? Because of the way it indexes websites is like old Google jacked up on caffeine (and the old Google was already faster at indexing than the competing search engines).
As of this post, Caffeine results can be seen at this data center: 209.85.225.103. The Caffeine search results appear about 50% of the time so you may need to refresh your search if the results are the same as current Google. Try a search by clicking on this link:
Well, your rankings may change. Caffeine is not necessarily believed to be a change in the way Google ranks website pages, but it does enable Google to crawl more pages more quickly. So if more competition enters the rankings, it may affect how your business ranks.
On the plus side, I have seen websites jump in rankings.
The websites that improved rankings with Caffeine were a result of changes or improvements to web pages I would have done if Caffeine was there or not. But the indexing speed is currently incredible – hours, not days.
Optimizing your Small Business Website
No one will really know until everything goes live after the holidays, but your SEO should be working on your website rankings now and checking them in the Caffeine datacenter.
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