Dynamic Keyword Insertion

If you've been PPC marketing for a while, you know what the term dynamic keyword insertion means. For those who are yet to learn, read this article.

Effectiveness of your PPC campaign depends on several factors. High CTR and good quality score. Now main PPC search engines employ quality ratings to determine whether you're eligible to even get traffic from their search listings. Dynamic keywords let you achieve both without compromising your time.

To get better click through rate, you have to insert a keyword you're bidding on into the ad. In Google Adwords and Bing it's done by using a token {keyword}. Just place this somewhere in your ad and the searched keyword will appear instead of this string. If a keyword is too long, you can use a backup phrase. For example:

{KeyWord}

Baby food, diapers, gifts.
Free baby coupons. Visit now
www.babycoupons.com

This is your ad above. Now if someone searches for: “quality pampers baby diapers”, your ad won’t appear, because the phrase is too long and there’s no backup text. However, you can add a backup text right after keyword like this:

{KeyWord:Baby Coupons}

Baby food, diapers, gifts.
Free baby coupons. Visit now
www.babycoupons.com

In the same case, if someone searches for “free pampers baby diaper coupons”, this is how your ad will look like:

Baby Coupons

Baby food, diapers, gifts.
Free baby coupons. Visit now
www.babycoupons.com

Nothing new to the majority of Adwords/MSN adCenter users here. But did you know you can employ the same dynamic keyword insertion into your landing pages? It is done with the help of PHP. PHP is a programming language, and don't worry you won't need to learn it today. You'll get a simple code that you can implement into your pages and test if it works.

So here it is:

<?php
if ($_GET['kw'])
{echo htmlentities(ucwords($_GET['kw']));}
else
{echo ucwords("XXX");}
?>

(Replace XXX with backup phrase like with text ads.)

Your server must support PHP and your page must end in PHP, like yourpage.php

So what you do is put this code anywhere in your page where you’d like a searched for keyword to be inserted. For example your headline says:

“Auto Insurance Rates in Delaware”

You may put the code before the phrase “in Delaware”. So when people search for a keyword it will be automatically inserted. Like this:

  • “cheap car insurance quotes” - Cheap Car Insurance Quotes in Delaware
  • “truck insurance rates” - Truck Insurance Rates in Delaware

The landing page code above capitalizes the first letter of each word. If you don't want that and want letters to appear as user typed them, usually lowercase, use this modified code:

<?php
if ($_GET['kw'])
{echo htmlentities($_GET['kw']);}
else
{echo ucwords("XXX");}
?>

Finally, your URL needs to be adjusted accordingly for this to work. Here's how your destination URL should look like in a PPC engine:

http://www.domain.com/landingpage.php?kw={keyword}

What this dynamic keyword insertion into landing pages will do is simply make all your ads more relevant, so it'll be easier to deal with Google and MSN. And it will also increase your click through rates as keyword in the ad makes people want to click on it. Lastly, it should improve your landing page conversion rates. People searching for dentist offices in New York and landing on a page that talks about New York dental procedure quotes will definitely find it more appealing. This boosts conversion rates 90% of the time.

Automated Solution to Speed Up the Process?

Yes, there is one. Critically acclaimed SpeedPPC software that does all that and more. SpeedPPC will actually build adgroups for you just with seed and extension keyword lists. It will create super specific ads for each keyword/adgroup and also let you set up landing pages in almost the same way described above, except SpeedPPC does that more professionally.

Let's take the earlier example. You bid on a phrase match keyword "SEO consulting services". You place a code snippet on your landing page after 'cheap' and before 'in...', so your headline looks like this:

"Cheap SEO Consulting Services in Dallas"

However, if someone searches for "cheap SEO consulting services", in your landing page it will look like this:

"Cheap Cheap SEO Consulting Services in Dallas"

So you have to bid on exact matches if you don't want such things to happen, or be very careful when wording your text on a landing page.

With SpeedPPC however, such things are eliminated. It's not the searched for keyword that will appear in your landing page, but the bided keyword. The one you control. And you can choose if you want seed or extension keywords to be shown. This will give you much more flexibility playing with landing pages.

In short, you need to check that software out if you want to scale any further with pay per click.

Final Thoughts

Search engines always strive for relevancy and they create enormously hard job for those who do not provide super relevant results to the users. Dynamic keyword insertion in ads and landing pages almost guarantees you'll get best quality scores possible.

Not only that. Your most important objective – generate leads/sales will have a positive effect too. Conversions usually improve with this method. You need to test to know for sure obviously. And your CTR's rise as well. This means better quality scores, lower spending and higher conversions. That is what you need in today's PPC world to win with your search marketing campaigns.