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What does the headline {KeyWord: ..................} of an ad copy mean?

Follower ✭ ✭ ✭
# 1
Follower ✭ ✭ ✭

Hello,

I handed over my adwords account to an Adwords Specialist of Google.He wrote some great ad copies for me.But for every ad group he wrote one particular headline of an ad copy which format is unknown to me.The ad copy looks like below:

 

 {KeyWord:Buy Flowers Houston}

Going The Extra Mile To Satisfy You

Order Your Funeral Flowers Online

buyflowershouston.com/Funeral

 

I could not understand what he meant by {KeyWord___________ } .

 

Hope to get answer what these brackets mean including keyword: .

Regards

1 Expert replyverified_user
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Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Rising Star)
September 2015

Re: What does the headline {KeyWord: ..................} of an ad copy mean?

Top Contributor
# 2
Top Contributor

Hi,

 

What you have there is called Dynamic Keyword Insertion.  If certain criteria are met, the actual Keyword from your campaign that the search query matched is inserted into your ad.  This is the {keyword} part - the remaining text is the default text that will show if the keyword is not inserted into your ad.

 

Hope this helps!

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

View solution in original post

Marked as Best Answer.
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Accepted by topic author asazad555
September 2015

Re: What does the headline {KeyWord: ..................} of an ad copy mean?

Top Contributor
# 4
Top Contributor

Hi,

 

Good Questions!

 

1. No, that is not an error necessarily and it is not required to have text preceding the code, but it is an option.  There are many ways that DKI can be utilized in an ad. 

 

2.  Let for the sake of discussion say that the search query here is 'flower delivery in houston' and your keywords include "flower delivery".  There are two possibilities here, your ad Headline could read "Buy Flowers Houston" or "Flower Delivery".  Clearly in this example, "flower delivery" is assumed to be the best keyword in your account to match the search query.

 

3.  The key with using DKI is two fold.  First making sure that your default text makes sense and fits into the text ad guidelines (25 Characters for Headlines).  The second is making sure that your keywords fit within this guideline as well.  If all of your keywords are more than 25 characters, they will not be inserted.  Also, it is very important to make sure that the rest of the ad copy makes sense for all possibilities including all potential keywords that could be inserted. 

 

I use DKI on very specific ad groups where I can almost guarantee that an ad will reflect exactly what I'm trying to get across, regardless of whether a keyword is inserted or not.  To do this, the number of keywords in the ad group is limited and uses tighter match types to ensure it remains relevant to the end user.  Broad match keywords can sometimes match search queries that are not very relevant.  For example, if you have a broad match keyword 'flower delivery', Google could match that keyword to many search queries and some of them will not be very relevant to your site or services.  Someone could be searching for "chocolate delivery" for instance and then end up seeing an ad that says "Flower Delivery" or "Buy Flowers Houston"  - perhaps that was a poor choice for an example but I'm moving fast here.  The point is, you want to control what is happening so you only show your ads to folks that really want your services/products.  Using DKI properly can certainly help your efforts but used incorrectly, can hurt you as well.

 

Hope this helps!

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

View solution in original post

Marked as Best Answer.
Solution
Accepted by Theresa_Zook (Rising Star)
September 2015

Re: What does the headline {KeyWord: ..................} of an ad copy mean?

Top Contributor
# 2
Top Contributor

Hi,

 

What you have there is called Dynamic Keyword Insertion.  If certain criteria are met, the actual Keyword from your campaign that the search query matched is inserted into your ad.  This is the {keyword} part - the remaining text is the default text that will show if the keyword is not inserted into your ad.

 

Hope this helps!

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

Re: What does the headline {KeyWord: ..................} of an ad copy mean?

Follower ✭ ✭ ✭
# 3
Follower ✭ ✭ ✭

Hi Tom, Thanks for replying my post.

Note some of my keywords are : christmas flowers , christmas flower delivery , order christmas flowers , flowers for christmas.

 

I have read the dynamic keyword insertion section.But unfortunately I still cant understand some points.

 

Point 1 : I see some text before that code used in Dynamic Keyword Insertion page and according to that my headline should look like Text{KeyWord:Buy Flowers Houston} .But he used only {KeyWord:Buy Flowers Houston} . So, is it a mistake not adding any text before the code? Or here there is something else?

 

Point 2: How My ad will be displayed to a visitor if I use {KeyWord:Buy Flowers Houston} ?

 

Point 3: Since my keywords are little long, I suspect using the snippet code {KeyWord:Buy Flowers Houston} will exceed the character limit of headline.Am I right?

 

Regards to your valuable time.

 

 

I am on Google+

Marked as Best Answer.
Solution
Accepted by topic author asazad555
September 2015

Re: What does the headline {KeyWord: ..................} of an ad copy mean?

Top Contributor
# 4
Top Contributor

Hi,

 

Good Questions!

 

1. No, that is not an error necessarily and it is not required to have text preceding the code, but it is an option.  There are many ways that DKI can be utilized in an ad. 

 

2.  Let for the sake of discussion say that the search query here is 'flower delivery in houston' and your keywords include "flower delivery".  There are two possibilities here, your ad Headline could read "Buy Flowers Houston" or "Flower Delivery".  Clearly in this example, "flower delivery" is assumed to be the best keyword in your account to match the search query.

 

3.  The key with using DKI is two fold.  First making sure that your default text makes sense and fits into the text ad guidelines (25 Characters for Headlines).  The second is making sure that your keywords fit within this guideline as well.  If all of your keywords are more than 25 characters, they will not be inserted.  Also, it is very important to make sure that the rest of the ad copy makes sense for all possibilities including all potential keywords that could be inserted. 

 

I use DKI on very specific ad groups where I can almost guarantee that an ad will reflect exactly what I'm trying to get across, regardless of whether a keyword is inserted or not.  To do this, the number of keywords in the ad group is limited and uses tighter match types to ensure it remains relevant to the end user.  Broad match keywords can sometimes match search queries that are not very relevant.  For example, if you have a broad match keyword 'flower delivery', Google could match that keyword to many search queries and some of them will not be very relevant to your site or services.  Someone could be searching for "chocolate delivery" for instance and then end up seeing an ad that says "Flower Delivery" or "Buy Flowers Houston"  - perhaps that was a poor choice for an example but I'm moving fast here.  The point is, you want to control what is happening so you only show your ads to folks that really want your services/products.  Using DKI properly can certainly help your efforts but used incorrectly, can hurt you as well.

 

Hope this helps!

 

-Tom

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

Re: What does the headline {KeyWord: ..................} of an ad copy mean?

Follower ✭ ✭ ✭
# 5
Follower ✭ ✭ ✭

Many Thanks.

And Yes, You hoped right,it really helped me.

 

Azad