Dynamic Keywords Insertion is a MUST In Google Ads

When creating Google Ads campaigns for clients, there are hundreds, even thousands of factors that come into play that determine cost-per clicks, customer acquisition costs, cost per lead, etc. Smart advertisers use the historical data to make better-informed decisions. There is one simple yet not-widely-known trick that will not only help increase the quality score of the keywords you are bidding on, but it will help you save big bucks with lower cost-per-clicks, meaning more leads for less! And that simple trick is by using Dynamic Keyword Insertion in your ad text. Dynamic Keyword Insertion is essentially exactly what it sounds like - having Google populate whichever headline out of the three given what the users’ search query actually is. For example, Helix House is a New Media Advertising Agency. If a business owner is searching for “advertising agencies”, using Dynamic Keyword Insertion will automatically populate the keyword “Advertising Agencies”, plus the two other headlines I have created, into the ad itself. Not only does this help increase the quality score while decreasing the cost-per-click, but the user searching is more likely to click through the ad headline that is 100% relevant to what they are searching for. The higher the click through rate, the more engaging your ad is to the user - which Google loves to see.An example of a Dynamic Keyword Insertion ad during the creation process looks like this, and the syntax to include it in your own headlines is:

{Keyword: Advertising Agency}

So now if we are bidding on the keyword “Marketing Agency”, instead of {KeyWord: Helix House} appearing in the ad headline, it would be replaced with “Marketing Agency”, or whatever the user typed in. Again, the whole purpose of this is to make your ad more engaging to the consumer which will increase click-through-rate, quality score while decreasing cost per click with the ultimate objective being to get the most amount of leads/sales for the lowest cost. But keep in mind that the users search query will only populate into the headline if it is less than 30 characters, due to Google’s character limitation.

Here is what our ad would look like when it is shown to a user on Google (in this case on Desktop). In the ad preview, it will revert to the default text (which I put as Helix House, the name of our agency) but when it is actually shown to a user the search query that was typed in will replace Helix House so long as it is under 30 characters. So, back to the why. Well, broken down here are the two core reasons as to why dynamic keyword insertion is beneficial to have in the ad text of your Adwords account.

1. Google rewards advertisers who use dynamic keyword insertion with higher quality scores. That means your cost-per-click will decrease, and ultimately, your cost per conversion cost will decrease as well. If you are looking to generate leads, that means you will get more leads for cheaper, and if you are looking to generate sales, your return on investment (ROI) will be higher.
2. When you use dynamic keyword insertion, users are more likely to click through to your ad since it is exactly what they typed in. This increases your click-through-rate (CTR), which thus increases your quality score as well. And, well you guessed it, more conversions for less money!

At Helix House, we are pay-per-click pros when it comes to Google Ads. Located in Scottsdale, Arizona, our agency specializes in generating leads and sales for online businesses by matching regional businesses with regional consumers utilizing digital media. Feel free to give us a call to learn more about how we can utilize Google Ads, Search Engine Optimization, Facebook Ads and much more to help grow your business!