The Anatomy Behind Dynamic Text Replacement Adwords

Prosperous marketing campaigns are specific to their target audience and use message match to assure their customers have reached the best destination for their needs. This is where Dynamic Text Replacement (DTR) packs are a  punch.

DTR is a feature that lets you tailor the text on your landing page to match keyword parameters, pay-per-click (PPC) campaigns, and other sources, using external variables you can attach to the URL.

This article about dynamic text replacement will help you out with:

• Understanding the benefits of dynamic text replacement
• Identifying areas where dynamic text replacement can be applied on your page.

Perks of Dynamic Text Replacement Adwords

• More Specific Targeting - The beauty of dynamic keyword insertion is that it enables you to create an ad that contains text more specific to what the searcher typed in. People are much more likely to click on a headline that reflects more closely what they were searching for.

• Bolded Text - Google bolds dynamically inserted terms; this makes your ad stand out, and will also help with click-through rate.

 How should we use Dynamic text replacement on our Landing pages?

The short answer is "sparingly". In the above example, we see the potential problems with using this tactic too liberally. You need to know exactly which keywords are in your Ad Groups before you implement this option, and should try to imagine them as the text for that ad.

Ask yourself:

• Does this make sense?

• Is dynamic keyword insertion making me say anything I wouldn't want to normally?

• Am I committing any trademark violations, or otherwise ruining my business or my brand?

For example, if I use the headline: “Buy {Keyword: New Sneakers}” in an ad and someone searches a keyword I am bidding on, that specific search term (“blue sneakers” or “men’s sneakers” etc.) could appear in the headline of the ad. If the term is too long for the character limit, my default phrase “New Sneakers” will appear instead.

Basic rules in Dynamic Keyword Replacement

Some simple things which should be taken care of while using Dynamic Keyword Replacement are mentioned below:

• Be conscious of character limits: You have 25 characters in the headline and 35 in the body lines of your ad. Make sure your terms will fit within those constraints.

• Pay attention to capitalization: Best practice dictates that we capitalize each term in a headline to maximize CTR. However, there may be times that you do not want every term capitalized. Capitalizing the K or W in Keyword will determine the formatting of your phrase capitalization.

• DKI  (dynamic keyword insertion) can be very effective, but doesn’t make sense in every instance. A clear example of this is bidding on competitors’ branded terms.

• While DKI (dynamic keyword insertion) is most commonly used in the headline or body of an ad, it can also be applied to the display URL of an ad. This gives the ad an increased relevance to the search term that will make it stand out to the user.

• When using DKI in the URL, be aware that things such as spaces and special characters will not appear and can make your URL look flawed.

• Use the ad preview tool in the AdWords interface for an advance peek at how your ad copy will display in the Search Engine Results Pages.

As you can see this very useful for your Adwords PPC ads, but keep in mind that you can use it for your Bing's campaigns, or even for your email marketing campaigns. The Dynamic Text Replacement Adwords is an incredibly powerful tool. It all depends on you how to make the best of it.

You can read more tips on use of Dynamic Text Replacement in this article.