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Advertise through Google Adwords using dynamic keyword insertion to increase the CTR

Friday, January 13, 2012


Google Adwords is a powerful tool / service by Googe Inc which can used to promote your products or service. Here you can create Ad campaigns. Google will serve your ad in various affiliated / pulisher sites. Using adwords campaign You can Promote your website with online ads on Google and their partner networks and there by atttract potential customers and gain market share with cost-effective online marketing. Adwords allows you to buy advertising on the Google search engine results, or on other sites through its AdSense program.

- In search engine results ads will be placed at top / bottom section and right side column of the search result.
- In site Ad placement may vary depening on how publisher wishes to show ads in his/her site. Ads can be shown as Image banners and text ads in various dimensions.

Create Ad campaign in Google Adword

For creating you ad campaign login to Adwords using your gmail account.
login page : adwords.google.com/

Click on the "Campaings" tab at top >> Click on the "New Campaign" button
In the page fill details of your Ad campaign - Enter Campain name , Tagreted Location, Language, Your keywords, Your budget etc and click "Save and Continue" button.

When you add keywords, think like your customers - how they search ? Specific keywords (often containing 2-3 words) will help you show your ads to the most interested users.

When user search, if your ads comes in the search page and the keyword which user inputed matches your Ads keyword , then it will highlighted and there is chance that your ads may get more noticed.



and final step is your billing option.

For more effective Click through rate( CTR - A ratio showing how often people who see your ad end up clicking it. ) it is advised to use the stong feature of dynamic keyword insertion in your adword campaign

Instead of giving like the one below in Adword settings (With out using the dynamic keyword insertion):

----------NOT USING DYNAMIC KEYWORD INSERTION-----------
Headline : Bank Openings
Description line 1: Looking for Bank Openings in India
Description line 2: Pursue an Bank Openings career!!
Display URL: vacancies-online.blogspot.com
Destination URL: http://vacancies-online.blogspot.com/search/label/Bank Jobs
----------------------------------------------------

Use like the one below: keywords can be dynamically inserted into ANY section of your ad , it is defined like {KeyWord:DEFAULT}

----------USING DYNAMIC KEYWORD INSERTION-----------
Headline : {KeyWord:Banks Openings}
Description line 1: Looking for {KeyWord:IT Jobs} in India
Description line 2: Pursue an {KeyWord:MNC Jobs} career!!
Display URL: vacancies-online.blogspot.com/{KeyWord:Banks Openings}
Destination URL: http://vacancies-online.blogspot.com/search/label/Bank Jobs
----------------------------------------------------

If you use dynamic keyword insertion, what happens is when user search, the search engine will automatically substitute {KeyWord:Banks Openings} in the ad with whatever keyword from your keyword list that was searched by the user. So there will be multiple keywords in your ad and it will be highlighted and there is chance that your ads may get more attention.

it would be nice if you add the dynamic keyword insertion in your destination url also, so that you will get a keyword relevant url.

if no keyword match found , then adwords will put the default keyword in the ads.

for this you have to modify the above code like this

----------USING DYNAMIC KEYWORD INSERTION-----------
Headline : {KeyWord:Banks Openings}
Description line 1: Looking for {KeyWord:IT Jobs} in India
Description line 2: Pursue an {KeyWord:MNC Jobs} career!!
Display URL: vacancies-online.blogspot.com/{KeyWord:Banks Openings}
Destination URL: http://vacancies-online.blogspot.com/jobs/{keyword:banks openings}.html
----------------------------------------------------

Capitalisation of letters in keywords

You can also decide the capitalisation of letters in keywords
{KEYWORD:defaultkeyword} - ALL CAPS
{KeyWord:defaultkeyword} - First Letter Caps
{keyword:defaultkeyword} - all small
{Keyword:defaultkeyword} - First letter of sentence caps



If a user search for Teaching Jobs then your ad may look like:

Teaching Jobs

Looking for Teaching Jobs in India
Pursue an Teaching Jobs career!!

vacancies-online.blogspot.com/Teaching Jobs

Your destination url will be like :
http://vacancies-online.blogspot.com/jobs/teaching jobs.html



If a user search for Defense Jobs then your ad may look like:

Defense Jobs

Looking for Defense Jobs in India
Pursue an Defense Jobs career!!

vacancies-online.blogspot.com/Defense Jobs

Your destination url will be like :
http://vacancies-online.blogspot.com/jobs/defense jobs.html


Setting Valid Landing page for Adwords Destination URL

For this destination url to point to a valid page, you have do some tricks with HTACCESS mod_rewrite rules.

Add code like this.

RewriteEngine On

RewriteBase /

RewriteRule ^jobs/([a-z0-9\-_]+).html$ landingpage.php?key=$1 [L]




ErrorDocument 404 http://vacancies-online.blogspot.com

If you are not familiar with htaccess manipulation Please read my article to know about setting Valid Landing page for Adwords Destination URL

Google Adwords - Keyword Tool
You can use Keyword tool of Google Adwords to pick up what all keyword which can pull your ad on top. Enter one keyword or phrase per line to see what related word searches your ad will show on.
https://adwords.google.com/select/KeywordToolExternalSimilar


Resolving Absolute Paths of included files from relative paths when using SEO friendly URLs
More info on Dynamic Keyword insertion
SEO friendly URLs


From User Comments:

QN: How to share your Blogger posts automatically to Google Plus page?

Is there an option to submit your blog posts automatically to GPlus fan page...similar to the option in Facebook to link the fan page with blog post

like the fan page like the one given below
http://www.facebook.com/vacanciesonline

I know about the option in blogger to post your blog posts to your gPlus profile page...but I dont want to reveal the profile details...just need to shars posts on GP like the option in FB

I think the FB page I mentioned above ie,
http://www.facebook.com/vacanciesonline takes contents from http://vacancies-online.blogspot.com

and it doesn't reveal the identity of FB account holder...similar to this is there an option in Google plus???



ANS:
Yes , there are options to link your blogger posts to Google plus page. In the Admin area of your blogspot blog, there is a tab specifiying "google Plus", Click on that and set the required parameters.
this will post blogs to your GP page :)




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Advertise through Google Adwords using dynamic keyword insertion to increase the CTR.




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