Web Affiliate Marketing Blog

I have just created another PPC campaign, this time for one of my own websites, not on behalf of a merchant and thought I’d post some hints and hips here for others to learn from. Hopefully it will help explain what is Dyncamic PPC’ing is, how do you do it in Google and MSN, and what the benefits are.

This topic will be covered in two topics, the first showing how to implement this in Google, the second to be posted at a later date, showing how it is achieved in MSN Adcenter. These are from my own experiences, so if you have any other hints and tips, then please do feel free to comment and share.

WHAT ARE DYNAMIC KEYWORDS?
Dynamic Keywords are a feature that I make use of both with Google Adwords and MSN adCenter, both of which allow the keywords I choose that match a users search, appear within the text, title and possibly URL of my advert or campaign. By doing so, my advert apperas more relevant to the searcher and often increases the CTR (Click Through Ratio).

HOW DO YOU DO IT?
There are different methods for Google and MSN, however both are very similar in how they work and how they should be implemented.

GOOGLE makes use of the variable {keyword} and wherever possible will replace this variable with the text the user has searched for. I say wherever possible because if the term or phrase I have listed as a keyword, exceeds the character length, then a default determined by yourself will be used in its place.

When using the {keyword} variable, remember there are different ways how your {keyword} will appear in the advert;
{keyword} - widget sale
{Keyword} - Widget sale
{KeyWord} - Widget Sale
{KEYword} - WIDGET sale
{KEYWord} - WIDGET Sale
{KEYWORD} - WIDGET SALE

IMPLEMENTING DYNAMIC KEYWORDS
When you create and advert, decide where you want the search term or phase to appear, and what the default term shoud be. In the example below, I have specified the default will be Widgets, and have placed the {keyword} variable in the TITLE, DESCRIPTION and the DISPLAY URL.

If in my keyworld list I specified “Blue Widgets” in the terms I want my advert to show on, if someone was to search google for “Cheapest blue widgets online” then my advert would appear as shown below. Also, compare the dynamic advert to the static example that could appear for the same search term. You will see it is less appealing to the searcher, and is therefore less likely to generated a good CTR.

By making use of Dynamic Keywords, you can use to track which keywords are generating sales or leads, and using your web log files, can trace which pages people visit and the path they take through your website. Of course, you can also use the dynamic keyword to send them to specific pages of your website, to ones which appeal or represent what ketwords has been entered in the search term. 

For example, if you have a Sports website and were bidding on the term NIKE, you could send your visitor directly through to a NIKE page on your website by specificying the DESTINATION URL AS http://www.mysite.co.uk/{keyword}.html This would direct your visitors to a specific page detemined by the keywords and phrases you have listed in your campaign, showing only those products that are relevant for that particular visitor.

The best thing to do is to have a play around yourself, experimenting where {Keywords} best works for you and your website.

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