Key Features Of Dynamic Text in Marketing
Dynamic text is a word or phrase that is automatically inserted into the ad title, ad text, or display URL. Using dynamic text empowers the campaign with custom made ads.
For example, when a customer searches for a term, XYZ Ads inserts that term into your ad’s title, text or destination URL, making the ad more relevant.
Relevant, targeted ads always help in increasing the click-through rate (CTR) and the conversion rate of the ad campaign.
Dynamic text is a feature provided by organizations like Google Adwords, Microsoft adCenter and Yahoo Search Marketing to dynamically insert a keyword that is most relevant to the ad to be displayed.
It helps advertisers to use relevant keywords in their ads while making it easier for them to create unique ads for a large number of keywords displaying the products & services.
Keyword insertion in the Dynamic text lets you automatically update all the ads with the keywords that are relevant to the products & services you want sell. This helps in making the ads more relevant to users searching for what you offer.
Employing dynamic text helps in creating more relevant ad copy and tailors ads to a user's actual searched term. This helps you to get more clicks and conversions from your website.
Types of Dynamic Text
•Keyword: One many customize the ad title or text based on search queries of the target audience.
•Display URL: Display URL can be changed based on search queries.
For example, let us suppose you have a coffee/ tea shop and you want your website to top the search list when someone types “Order Coffee Now” or “Order Tea Now”, just employ “Order [Keyword] Now” in your search text field. [Keyword] is an example of dynamic text.
By using [Keyword] in the ad title and text, search engines check that if the text displayed with the ad has some words that match the users search, it displays the your ad when users look for it.
Always be sure to consider character limit when using dynamic text. For example, the keyword may cause the ad title to exceed 25 characters. If an ad exceeds the character limit, it won’t be displayed.
To avoid this, simply add default text to the dynamic text keywords. To set a default keyword, insert a colon after [Keyword] and add the default text you want to appear in place of a dynamic keyword text.
For example: in the case of [Keyword: drinks], “drinks” becomes the default keyword and displays instead of the long keyword if the character limit is exceeded.
Furthermore, you can even control the capitalization of dynamic text keywords. For example, say you want all lowercase “alcoholic drinks” in the ad text, but would like to see uppercase “ALCOHOLIC drinks” in the title.
This can be capitalized via several ways by adjusting the capitalization of the [keyword] variable in the dynamic text field.
Many dynamic text extensions transform generic ads into custom ads. Custom ads have a better chance of success because they are more specific and relevant to the target customers.
Key Points to Note While Adding Dynamic Text in Your Ads
•Dynamic ads display account keywords that were triggered by the customer’s search phrase, so keywords should be chosen carefully.
•Dynamic text ads only display keywords that have either been included in the respective account, or included as default text like with [Keyword: drinks]
•Keywords can be paired with unique parameters so ads display different promotions, sales and shipping information.
•Dynamic text ensures ads display even if dynamic text exceeds character limits.
Keep all the above-mentioned points while adding dynamic text to the ads and see the positive results.