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In this week's edition of eTips, Karon Thackston, of CopyWritingCourse.com,
will assist you in 'Copywriting with Google's Dynamic Keyword Insertion Tool.'
I hope you'll enjoy the publication.
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 Copywriting With Google's Dynamic
Keyword Insertion Tool
By Karon
Thackston Copyright © 2006
Automation is an odd creature. It usually seems, at first glance, that automating
a process can make things easier, simpler and faster. But oftentimes, once
an automated process is in place, trouble spots pop up. This is sometimes
the case when looking at the copywriting aspect of Google's dynamic keyword
insertion tool.
In case you're unfamiliar with dynamic keyword insertion (DKI), it's a feature
of Google's AdWords program. It is often used for large campaigns in order
to automatically insert the keyword into the headline of an ad. Truly, it's
a lifesaver for many pay-per-click (PPC) ad managers who have to stay on
top of thousands of ads every day. It's all done with a simple syntax command:
{keyword:_______}.
From a timesaving standpoint, this is a wonder tool that has rescued PPC
managers from the mind-numbing chore of typing the same keywords over and
over. From an economic point-of-view, DKI *can* (not always) perform well
enough to make it a viable option for larger campaigns. But what happens
with regard to copywriting and eye tracking?
See It and Click It
The human eye is normally drawn to things that are unusual. Things that look
out of place or different get noticed far more than things that blend in.
For instance, on a page full of black text and black & white photographs,
a small red square in the bottom corner will get focused on almost immediately.
Why? Because it is completely different than everything else around it.
This same principle applies when considering your copywriting strategy for
AdWords. When using DKI, you'll want to keep your eye on the results pages.
Why? We've all heard that using the keyphrase in the headline pulls better.
It does. most of the time. There is an exception, however. This exception
is what you'll be watching.
In fact, a study done last year by Enquiro, Did-It and Eyetools tracked users'
interactions with the Google search results page. It found that surfers normally
reviewed the page in an F formation. They would scan vertically down the
left side of the page and then over to the right (where paid ads are) *IF*
something caught their attention. That's the point we'll explore in this
article.
In order to get clicks, you first have to get seen. If your ad looks and
reads like all the rest, you've completely lost your originality advantage.
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See For Yourself
Copywriting using DKI is a balancing act. You have to consider several factors,
including the character count of your longest keyphrase, your ability to
add text to the keyword-rich headline and how the ad looks on the page.
Take a look at some examples below. Remember that AdWords results show
differently at various points throughout the day (and in relation to individual
account parameters), so you may not see exactly what I saw when doing this
research. I'm sure it will be close enough for you to get the idea.
Go to Google and type in the phrase "cruise vacation center" (without using
the quote marks). See how all the ads look different? They don't all have
the same words bolded. They don't all use the same copy. The bold words stand
out because they are different. In this case, your eye will usually go first
to the ads with bolded words in the headline.
You see ads offering a 6-night cruise for $xx.xx and other ads promoting
X% off on a cruise vacation, etc. There is diversity and that's a good
thing.
Now, what if you type in "home improvement"? (Again, without the quotes.)
If your results page looks like mine, practically every ad has the exact
same headline: home improvement. Not only do most of the ads look the same,
the headlines read the same. Your eye doesn't know where to go because everything
seems identical. But wait! About four or five ads down, something catches
your eye. It's an ad that has no bold in the headline. That stands out because
it's different! As you scroll further down the page, more ads with no bold
in the headlines pop out at you. In this case, because everyone else has
opted for the DKI feature, their headlines are all very similar, making them
less noticeable. But the ones who wrote custom headlines won out, thanks
to diversity.
Tips for Writing With DKI
If you want or need to write using the DKI option, consider these tips:
1. Use a descriptive word along with your keyphrase. Instead of just inserting
the phrase "airline tickets," place the word "discount" or "cheap" before
your keyphrase to help it stand out.
2. For keyphrases that will take the entire 25-character limit, consider
using one word of the keyphrase in the headline, instead of the entire phrase.
Rather than "home improvement," try inserting just "home" or "improvement"
along with other text you write yourself.
3. Keep it applicable. Your headline still has to convey a strong message
about what the customer can expect at your site.
4. Test & Track! Everything in advertising is subject to change. Smart
marketers always test and track to get the best results.
With a little forethought, you can develop a combination of DKI and
custom-written AdWords ads that drive qualified visitors to your site.
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