An Expansive Introduction to LinkedIn Advertisements

Adsbot Growth Team
Author

Advertisement has always been an intriguing sector for companies of an immense scale, aiming to increase their ability to access new markets and reach new customers for their respective businesses. LinkedIn appeared as a potential platform for providing several advertisement options under its roof among various industries that use such opportunities to offer solutions. To make these advertisements more valuable, people should understand their prospects and features.

LinkedIn hosts more than 690 million users worldwide, 80% of whom have a high impact potential for making business decisions. These people differ a lot more than average customers and business partners due to their higher use of methods of internets during their process of decision making. As a result, many different forms of advertisement appear on LinkedIn to provide specialized and targeted audiences for their respective purposes.

This article will first detail the different forms of LinkedIn advertisements and what possibilities they might bring. Secondly, it will give three main standard objectives of these advertisements. And lastly, it will provide a short—but most needed—guide on how to start using the tools of LinkedIn ads. Considering what benefits you will acquire by learning these prospects, we can say that it’s a “perfect investment” to read this text.

Different Forms of LinkedIn Advertisements

Sponsored Contents

One of the most prominent forms of LinkedIn advertisements is “Sponsored Contents.” This form, also well-known in the industry under “native ads,” has the most basic functions. Promoted contents appear on the user’s mobile app or website feed, with no difference from styling than other types of content. 

Sponsored Contents are beneficial, as they provide a possibility to use carousel, image, and video advertisements. By combining these different methods while formatting your specific ads, you can reach your targeted audience with less effort.

Sponsored Messaging

There is no doubt that instant messaging has become the most frequent and fast way of individual communication. It is a fact that even the most common forms of social media platforms emerged as a response to this specific need following the establishment of the world-wide-web. LinkedIn does not lack such a feature by enabling both individual to individual and individual to company messaging. This particular form of messaging, known as “Sponsored Messaging,” allows advertisers to send promotional messages to people’s inboxes.

While setting up your advertisements, you should keep in mind that LinkedIn has a policy of not letting the same specific audience receive your content more than twice within a short time.

Sponsored Messaging is a great tool to reach your audience, considering almost 90% of consumers and a half of companies prefer to use instant messaging as a means to keep in touch with their respective business partners.

Text Ads

This form of ad works the best if you’re looking for a way to promote your content with more robust demographic targeting. This is because they occupy the top and right sides of the LinkedIn desktop feed. In addition, text ads cost cheaper compared to other types of ad options LinkedIn offers. Thus, providing an opportunity to publish your desired advertisement on a budget.

Dynamic Ads

It is a fact that the personalization of content plays a significant role in the development of web technologies these days. Dynamic Ads aim to reach their audience by establishing a more individual bridge emerging from such a need. Such ads use consumers’ personal data such as their location, employers, and job title to reflect a more personal advertisement, which will attract their attention more than a static text. However, you should keep in mind that people can change their preferences on such advertisements, thus limiting their range of shared personal information.

There exists two specific sub-types of dynamic advertisement: Sponsored Ads and Follower Ads.

Objectives of LinkedIn Advertisements

Another thing, which requires specific attention is the respective objective of advertisements. Although it is possible to argue that there exists much more than those we will analyze briefly, three main goals emerge as the most significant: awareness, consideration, and conversion.

Awareness

To attract more attention, you need to be careful about creating awareness regarding your product and services. By making your targeted audience acquainted with you, you have a higher chance of gaining more customers.

Consideration

There are several methods you can follow in your advertisement campaign to make your audience more interested. The most highlighted of these methods are website visits, engagement, and video views.

Conversion

Conversion might help you achieve three side goals: lead generation, job applicants, and website conversion. These methods can help you sustain long-lasting customers and establish stronger bonds with your targeted audience.

A Short Guide on How to Create a LinkedIn Advertisement

Technology gets more accessible and makes our lives more comfortable day by day. Today, it is possible to create a specific and well-organized advertisement on LinkedIn through nine essential steps. Of course, you can take longer steps and designate more explicit content. However, if your goals are flexible and straightforward, you can create your perfect advertisement by following the short guide below.

1. Start by creating your own LinkedIn Page

It is easy to guess: the first thing you will need to do is creating your LinkedIn page. Then, you can arrange an individual account or a business account depending on your representing a specific company, business, or just yourself. 

2. Log In to Campaign Manager

Campaign Manager is the most straightforward tool that LinkedIn provides you for creating and monitoring your ads. There, you will design and publish your advertisements and manage your budget and payment information as well.

3. Select your Objective

As we mentioned, the three main types of objectives hold a significant ground in creating a successful advertising campaign. Depending on what you would like to reflect on your audience: awareness, consideration, or conversions, you can utilize the bridge you will establish between yourself and your customers.

4. Choose your Target Audience

LinkedIn offers for those who will use advertisement methods for the first time ever, 50,000 potential receivers for their Sponsored Content and Text Ads, and about 15,000 for Message Ads. These numbers are not mandatory; however, it might be an excellent choice to follow these suggestions as they emerge from expertise.

5. Choose an Advertisement Format

In connection with your individual objective choice, LinkedIn asks you to determine what type of format would you like to adopt in your advertisement. For example, it might be Sponsored Content with a single image, carousel and video-based ad, or a message advertisement.

6. Create a Budget and Schedule

You might like first to go a test drive by setting your budget to 100 bucks for a couple of days. Then, after understanding the dynamics, you can proceed to act with higher budgets and a more flexible schedule.

7. Start Creating your Ad Built

Depending on the format you chose for your advertisement, you can use different review methods before finalizing your content. However, it is always better to test your formatting and message on a specific test group to eliminate any possibility of a severe future failure.

8. Provide your Payment Information

It was simple to create your advertisement and set it according to your needs. The final step you will have to take before releasing it to the world will be giving your payment information to acquire the price of an advertisement service. It might hurt to pay for ads initially, but no worries, you will forget about this part when you reach your target audience.

9. Evaluate Performance of Advertisement

The dashboard will help you analyze the successes and status of your published advertisements. Here, you can monitor their latest status and take some lessons that you can utilize for your future advertising campaigns.

As you can see, LinkedIn provides a grand scale of opportunities for your company—regardless of the size—to reach your aimed audience. By understanding the functioning and possibilities of such an advertising system, you can maximize your marketing success. So, do not wait for someone to make you start learning the features of LinkedIn ads, instead start on your own and make others try to reach you!


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Apple Search Ads: What to Know Before Promoting Your App

Adsbot Growth Team
Author

Apple’s ecosystem has already become a central part of our daily lives. Millions of users have been using their devices. Their functionalities and capabilities are beyond describable. Furthermore, such a great audience also brought another significant service into reality: Apple Search Ads. Knowing the notion of their scope, Apple gave life to their new search advertisements.

What Is Apple Search Ads

Apple Search Ads work best within Apple’s App Store, where millions download applications from thousands of developers daily. If you want to highlight your software in this massive market, Apple developed Search Ads to respond to this critical demand. In short, Apple Search Ads is a tool to increase your visibility in different services Apple offers. Depending on your goals and marketing strategy, Apple offers two options.

  • Apple Search Ads Basic 
  • Apple Search Ads Advanced

Understanding the differences between these two services is essential to maximize marketing efficiency.

Apple Search Ads Basic vs Advanced: What’s the Difference?

Sometimes a product’s naming gives away the user’s level of engagement with it. Apple, considering this, called two different versions of its search ads regarding their complexity. It is vital to underline the results of these differences, as they will play a fundamental role in determining the ultimate success of your marketing campaign.

Apple Search Ads Basic

One of the most notable features of the basic package is Apple’s algorithm takes the main decisions for you and gives you the decision-making spot only for the most basic components such as setting your campaign goals and budget. As a result, it makes the ad preparation process easier for publishers; nevertheless, sometimes, these types of simplicity can also have some weak spots. Therefore, you should take the advantages and disadvantages of the Basic option into consideration to avoid any possible damage that can occur to your marketing campaigns.

Advantages

  • Minimal efforts and resources required,
  • Intelligent automation setting,
  • Pay according to your choice of installments.

Disadvantages

  • No keyword or audience filtration,
  • Much limited budget,
  • Limited amount of apps to promote.

 

On the other hand, if you want to have more detailed advertisement management, you should definitely look at Apple’s Advanced option.

Apple Search Ads Advanced

Advanced option differs a lot when it comes to the grand scale of variety in choosing keywords and your targeted audience. If you operate a larger number of ads, or you would like to pursue a more specialized marketing campaign, the Advanced option might suit your desires much better. It is possible to list the advantages and disadvantages of this option as follows.

Advantages

  • Keyword refinement,
  • Advanced targeting your audience,
  • More flexible budget,
  • More flexible number of apps,
  • Better access to Attribution APIs.

Disadvantages

  • No promotion credit,
  • Complex setup and management procedures.

To sum it up, if you want to promote a small-scale application and spend less time on publishing your ad, Apple Search Ads Basic is what you need. However, if you’re going to take charge of setting your marketing campaign and you would like to pursue a more detailed marketing campaign, Apple Search Ads Advanced will suit you more. 

If you decided which option you would like to use, it might be better to discuss how you will take your first steps inside Apple’s advertising platform.

How to Set Up an Apple Search Ads Account?

No need to make yourself stressed for such a basic process. You will need to register a list of things that is much shorter than your average shopping list. Just open the Search Ads platform of Apple, and use your Apple ID for sparking the emergence of your marketing campaign. It’s as simple as getting a new email account or opening an account on any website. After finalizing your registration process, what remains is just launching your first campaign.

Launching a Campaign

Launching is also another simple step; however, depending on your desired marketing option, there are a few differences in what you need to do. It is better to go through both Basic and Advanced options separately and highlight the individual requirements.

Launching a Campaign with Apple Search Ads Basic

As you may have already understood from the name, the Apple Search Ads Basic package has a fundamental premise: user-friendly and easy! All you have to do is determine the region you would like to target and enter your monthly budget and your maximum cost-per-install (CPI) value. After doing these, the rest will be done quickly by Apple.

Of course, the platform will ask you to fill the required places to take your preferred payment method. Here you might see that you have a $100 promotion by Apple—if you are eligible for that offer.

Launching a Campaign with Apple Search Ads Advanced

As you might recall, in the Advanced option, you take the control a bit further from Apple, and by doing so, the system gives you more autonomy in setting your ultimate marketing strategy. Moreover, there is no need to graduate from an Apple Search Ads University, as the additional steps are more straightforward than you may expect.

One significant difference the Advanced version has over the Basic package is setting different regional preferences for each app you promote. Here, the pricing will be set upon the cost-per-tap (CPT) model, which simply means that you will decide how much you can pay for each respective tap on your promoted app.

Still, Asking Yourself Why You Should Use Apple Search Ads?

It goes without saying that Apple owns one of the most sophisticated and large user bases. Also, there are dozens of possible motivations behind such a rational decision; however, two fundamental ones appear the most persuasive to start using Apple Search Ads.

Quality & Quantity

Apple will put your application into the first rank among other possible alternatives, eventually facilitating your reach to a more specialized audience.

More Purchases

As more people will start to use your application, it will also increase the number of in-app purchases, which will let you earn more money day by day.

 

 


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Youtube Ads: A Basic Guide to the Ocean of Ads

Adsbot Growth Team
Author

If one would like to count the most central mobile services we use in our daily lives, Youtube would definitely fight for the lead. Recent research tells us that more than billion-hour length videos in total are being watched on Youtube every single day. Such an opportunity attracts many advertisers to the platform, considering the extent of the platform’s audience. Youtube has already initiated its advertisement program, Youtube Ads, aware of such attention. Here is an essential guide for those who consider using the abilities and capabilities of this initiative.

What Is Youtube Ads?

Basically, it is possible to define Youtube Ads as the sudden pop-up videos appearing in the various points of a Youtube video, promoted in accordance to the viewer’s profile. These ads can differ a lot in terms of length, as it is possible to come across an advertisement with a range from six seconds to 15 or 20 seconds in length, depending on regional standards even longer than three minutes. Youtube Ads has many advantages that need to be mentioned separately.

Advantages of Youtube Ads

Youtube offers many advantages for the possible advertisers; however, five among them stand out because of their significance.

Expanding Your Digital Reach

Youtube Ads lets you reach an audience, which consists of the registered accounts in the Youtube system and those viewers who prefer to watch without registering. Considering this vast amount of Youtube users, you can easily make them become your potential audience.

Finding Customers with Advanced Targeting

It is almost certain that you will find a channel that makes content appropriate for your marketing goals. Building bridges to them, or promoting your content in their videos, will definitely have a good influence on your marketing goals. 

Customizing Ads to Meet Your Goals

Unlike some other advertisement alternatives, Youtube Ads offers a flexible tool to advertisers for their possible campaigns. This flexibility is really one of the factors behind the eventual success of Youtube in becoming a very dynamic platform for their customers.

Running Cost-Effective Goals

Creating advertisements for Youtube videos is easy compared to other advertisement platforms’ workload. Youtube certainly rewrites advertisement rules by providing simple guides for ads makers and making the ad creation process possible even with a mobile device.

Measuring the Success of Your Ads

The YouTube analytics section provides you with an easily manageable option to learn more about your audience, including their demographics and many other significant features. For example, you can track the length of time the audience watched your content and the exact moments of their disengagement with the advertisement.

Youtube shines among other advertisement alternatives like it did among the other video platforms. After making this short but informative introduction, we can move on towards the initial start of a Youtube Ads campaign.

How to Start a Youtube Ads Campaign

Setting the advertisement is much easier than determining your goals and objectives. In that sense, you should pay a considerable interest in maintaining a successful marketing strategy. Whether looking for increasing brand awareness or converting viewers to paying customers, it will play a significant role in shaping your Youtube Ads campaign.

After making up your mind, you can move on to selecting one of the following exact goals Google offers.

  • Sales
  • Leads
  • Website traffic
  • Product or brand consideration
  • Brand awareness and reach
  • App promotion
  • Local store visits and promotions

Choosing a goal from that simple list will let Google help you with the rest of the process. Logically, to achieve the greatest potential, an advertiser should be careful in the marketing strategies for Youtube Ads.

The Best Practices for Youtube Videos

Choosing the best strategies plays a substantial role in determining the overall success of your ad campaigns on Youtube. Of course, the list can be expanded unlimitedly. However, keeping these following “basic tricks” may be more fruitful than you can imagine:

Optimizing for the Best Performing Devices

As each user category can have different preferences and needs, that might become handy with choosing the devices you will publish your advertisement. For example, whether you would like to reach TV users or those who spend their time more on their mobile phones might become a critical moment affecting the advertisement’s success—especially in terms of ROI. Because if you’re marketing a product that may specifically interest TV users, let’s say “speakers for home entertainment systems,” there’s a good chance that a viewer who uses Youtube’s smart TV app would be more interested than someone who uses a smartphone or tablet. So you wouldn’t waste your money—at least most of it—to show our ad to those who have almost nothing to do with your product.

Optimizing the Demographic Performance

Many of the products and companies target exact age and gender groups. Optimizing your advertisement campaign according to your respective demographic target will bring undeniable benefits. For example, if you want to interact more with younger audiences, the bells might be ringing to get an end to the inclusion of older people. Logically, you will be more successful if you offer a specific advertisement campaign for an exact gender rather than wasting your time and resources to include every category.

Excluding Bad Performing Placements

Finally, yet importantly, you should keep in mind to check and fix the possible weak spots of your advertisement upon the initial publication. You’d better lose the saddle than the horse. You can analyze the ups and downs in your placements by checking the places of ads shown within a campaign’s placement. It is straightforward to get rid of lousy performing placements. Just click edit and then exclude them from your ad group or campaign. Congratulations, you have successfully transformed your Youtube Ads campaign into a much more effective and better one in a few basic steps!

Last Words

Youtube Ads have many exciting tricks and basic settings that you should be careful when dealing with them for sure. That being said, considering the ease and flexibility the platform offers to you, you should definitely take a closer look at its advantages. Regardless of your aim and goal, Youtube Ads will provide a very effective tool to achieve them.


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All You Need to Know Before Starting Your Keyword Research

Adsbot Growth Team
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So, you have built your business and the time has come for you to reach the masses with your content. There are a few things you must accomplish to draw a desirable number of users to your website. Whether you are just beginning to create your website or you already have an operational one, all your efforts are in vain without constant traffic from Google. Since Google favors particular operations, you need to qualify for certain things. That’s why you need Search Engine Optimization.

SEO helps your website to reach the level of visibility you need, to successfully run your operation. One of the core elements of SEO that will immensely guide you in this goal is Keywords. To master this element, you must do comprehensive research. Keyword Research will tell you how to choose keywords according to the users’ search data, and in turn, how to shape your website in harmony with those keywords. If you are just starting your journey and know nothing to little about the wondrous world of SEO, you have come to the right place. Let’s get started.

What are Keywords? 

Keywords are basically how people search for your content on the internet. They are words, terms, and phrases searchers use on search engines to look things up. If you want your business or website to be successful, you will need to know which keywords to choose to rank better in search results. That is why keyword research constitutes an important portion of your SEO planning.

What is Keyword Research and Why is it Important?

Keyword Research is studying the information that keywords provide to understand your target audience better. If you learn how users are searching for your business, product, or content, you can optimize your website accordingly. This will, in turn, enable you to rank higher for your chosen keywords and ultimately draw more traffic to your website. You don’t want to create content that no one is searching for.  

In this article, we will break down the steps in Keyword Research to help you along in your SEO journey.

Finding the Right Keywords

You must first understand what you are dealing with to create a good strategy. Mainly you need to know:

  • Your business– what do you do? What do you provide to the searcher? Why should they come to your website? Do you offer information, or do you offer an e-commerce platform?
  • Your target audience/customer – Who should come to your website? What is their intent? To buy something, to learn how to make something, or to seek information?
  • How they search for your content – What words and inquiries they type into search engines that will direct them to your website?
  • The format that they are seeking – Are they looking for videos, products, or listicles?
  • Your competition – for which keywords your competitors rank?
  • Finally, how doing Keyword Research helps you utilize this information.

 

Conducting Keyword Research will help you immensely in asking correct questions and getting correct answers, which will lead to the right keywords that are most suitable for your operation.

Seed Keywords

To start your research of keywords that you would like to rank for, you can first come up with “Seed” Keywords. Seed Keywords are a good starting point since they do exactly what the name suggests: You can plant them in a Keyword Search Tool and the seeds will branch out and give you a metaphorical tree of keywords that your potential audience uses, and keywords that your competitors already rank for.

You can conjure some Seed keywords from what you already know. If you know your industry and have a good sense of the service, product, or content you want to promote, you can start compiling a list of words and phrases. Then, you can type those in a Keyword Research Tool which will give you a report on similar/related keywords, as well as additional data like the Search Volume of a particular keyword.

Checking out the Competition

You can also figure out the keywords your competitors rank for. This will allow you to learn how much of an effort it will take to rank high for a keyword that you are considering. If you don’t know who your competitors are, you can start by searching certain keywords in your list and seeing who Google brings up in top search results. Of course, it doesn’t mean that every website or brand that is on the front page is your competition. If you are a small business, or just starting your journey, you can’t obviously go toe to toe with sites like Amazon or eBay.

Moreover, another aspect you should be focusing on is the type of website that ranks high for the keyword. You should compare the site to your own and decide whether it is trying to achieve what you are trying to achieve. If you are selling a certain product and the word you searched for calls up websites that are mostly blogs, then you should try another keyword to find your true competitors.

Once you find out your competitors, you can then utilize your list by putting them in a Competitive Intelligence tool which will show you each page’s “Top Keyword” or see the gaps and overlaps. It can help you discover keywords that your competitors rank for but you do not.

Analyzing Your Keywords 

You have to provide what the users are searching for to let them reach your website. This means you must create content that matches your target audience’s intent or modify your existing content accordingly. By now, you should have a sizeable list of potential keywords on your hands, and you must weed out the ones that are not the most advantageous for you. 

Several SEO metrics, like Search Volume, can help you narrow down your keywords. Keyword Search Tools is an invaluable asset in this matter. Even though advertisers mostly use Google Keyword Planner, it is perhaps the best-known tool that you can use to find keywords for SEO.

Search Volume

Search Volume is the number of times a keyword is typed in a search engine per month. However, you must keep in mind that it’s about the number of times the keywords are searched, not about the number of individual searchers. Learning about search volume will aid you in determining the difficulty/easiness of a keyword as well as its value for your SEO.

Keywords can either have high search volumes or low search volumes. Even though a higher search volume may be desirable for a keyword, a lower one can be much more advantageous since a lower volume means less competition for the specific keyword. If the competition is low, you can rank higher without all the effort a high-volume keyword would require.

Low volume keywords are generally named “long-tail keywords” because they fall into the tail section of “The Search Demand Curve.” Going for these keywords may attract searchers that inquire for more specific things and that are goal-oriented, whether it be looking for information or buying shoes. Thus, ensuring provider and user satisfaction.

On the flip side, if the search volume is too low, you will lose traffic to your site.

Detailing Search Volume

There are a few ways to compile your search for better targeting and more optimized outcomes. You can ask yourself some basic questions to do this.

  • When do people search for specific terms and phrases?
  • Where do people search for specific terms and phrases?
  • Which terms and phrases do your competitors get traffic from?
  • Should you really focus only on high-volume keywords?
  • How can you get help from keyword research and SEO tools?

 

You can deepen your Search Volume with additional knowledge on your competitors, seasonal searches, and regional searches. With the help of Keyword Research tools and Search Volume, you know what your target audience is searching for and how. But you also need to know when your audience searches a certain keyword and from where.

When do people search for specific terms and phrases?

We mentioned that Search Volume is a monthly average number. This means the data is annual and does not necessarily reflect the number of real-time searches done in a certain month. You can use Google Trends to track this information. Time can be highly valuable in planning your content strategy. Having an awareness of what trends spike when during the year leaves you with plenty of time to plan ahead. For example, people may not search for “snow boots for skiing” in June, but they may start to do so in October. This also goes for holidays and special days.

Where do people search for specific terms and phrases?

This brings us to the matter of location. You can further your strategy by learning about how people search for things depending on their region. Language changes from place to place even if it is still the same language. For example, some objects can be called a certain name in one town and differently in the other. That is why you can narrow down your search by region and target your audience much more specifically. You can’t also sell a lot of “snow boots for skiing” in warm climates.

 

While you shouldn’t confine yourself to one country, it is important to keep in mind that just because the search volume is high in a region doesn’t mean they have the “buying power.” So, even if the keyword can draw traffic from those regions, if your goal is to sell your product, then it is not that valuable.

Which terms and phrases do your competitors get traffic from?

Knowing what keywords your competition is already using is important, in the sense that you can both reach for the same keywords, or you can follow a different route and focus your efforts on the ones that they neglected. Finding the high-volume keywords of the latter is surely advantageous. Like finding low-volume keywords that work fine for your website, this time you can go for high-volume keywords that your competitors have missed that leave space for you. The first option is much more challenging since it will require a lot of effort to go after competitors who are already ranking well for those keywords.

Should you really focus only on high-volume keywords?

Another factor in determining the value of a keyword is Clicks. A high search value doesn’t always correlate to guaranteed traffic from Google. Since Google itself answers a lot of inquiries automatically nowadays, when users search for something, they don’t always click on the websites on the results page. So, if a keyword has high volume but low clicks, you may choose to eliminate it.

SEO Tools to Help You in Your Keyword Strategy

  • Google Keyword Planner: Google’s Keyword Planner is one of the most basic but useful tools that you can use to get great keyword ideas. You can maximize your benefit from this tool with a few simple tips & tricks we told in our “How to Use Google Keyword Planner Efficiently” article.
  • Google Trends: Google Trends won’t give you alternative keyword ideas but it’s a nice tool to check especially for catching seasonal increasing trends, as well as which keywords are more popular in some specific areas. You can look for the history and geography of some search trends to build a better content strategy. You can check “related topics” and “related queries” breakdowns to discover long-tail keywords.
  • Moz Keyword Explorer: Even though its free version has limited use -you only have 10 queries available for a short period-, you can check for the critical phrases for your SEO with Moz Keyword Explorer. “Keyword Suggestions” and “SERP Analysis” features are still extremely helpful.
  • AnswerThePublic: People ask a lot of questions to Google. Answer the Public can give some of the most useful questions. The downside? You can only search for two phrases in 24 hours if you don’t use the pro version.
  • SpyFu Keyword Research Tool: Another paid tool but you can get the best of it if you want to go for high volume keywords. You can combine Google Keyword Planner to find high-volume keywords then type those to SpyFu to see a little more detail about the phrases you want to optimize.
  • Keyword Generator: You can use WordStream’s Keyword Generator tool to check your competitors’ keyword rankings. Type in a website address or a web page to see which keywords you’re competing against. But, it gives you limited information in the search results if you use the free version. Surprised? Probably not.

 

Now, with all the information and tools we provided in this article, you have all the material you need to start your research. You learned about your potential audience and how to target them based on their search habits. You learned about how to generate and eliminate keywords that are best suitable for your website, and how to optimize your content to increase your chances of ranking higher for the keywords you want.

Just keep in mind that this article is designed to offer a starting point for those who are new to SEO. For a deeper understanding of proceedings and tools, you should continue your research for perfect optimization, and you can do that by checking out our other related articles!

 


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A Comprehensive Introduction to Keyword Insertion

Adsbot Growth Team
Author

Your ad campaign is set, but you have neither time nor resources to fully advertise each content, service, or product you present on your website. You may have a great ad copy and excellent offers, but if your ads are limited to certain products, so is your click-through rate.

What if there was a way to save money, time and raise your CTR and conversions. You can achieve all of this with Dynamic Keyword Insertion. DKI can help you display ads that are tailored to your searchers’ intent.

In this article, we will explain:

  • What Keyword Insertion is,
  • Why it matters,
  • How it works,
  • Advantages,
  • Possible downsides,
  • Lastly, what you should pay attention to when you set it up.

What is Keyword Insertion?

In Google’s own terms Keyword Insertion is an “…advanced Google Ads feature that dynamically updates your ad text to include one of your keywords that matches a customer’s search terms” and “[it] lets you automatically update your ads with the keywords in your ad group that caused your ads to show. This can help make your ads more relevant to users searching for what you offer.” This means a little piece of code you add into your ad text can help you create dynamic ad content that adapts itself to the words the user types into the search engine.

With Dynamic Keyword Insertion, the ad’s relevancy to what the user is searching for rises dramatically, hence the user becomes more likely to click the ad and maybe buy something (if that’s what you offer). It is extremely useful when it comes to ad groups that deal with a singular subject.

 

Why Is It Important for Your Ad Campaign?

Dynamic Keyword Insertion is a highly convenient feature because creating and managing multiple ad campaigns manually is laborious and time-consuming. DKI can be an essential part of your Pay-Per-Click campaigns in this regard, since not only it cuts downtime and effort, but it also aids to improve your Quality Score. It helps you customize your ad, so it is much more relevant to the user’s search because the ads will include the words from the search inquiry itself. Therefore, you create higher ad relevance as well as better quality ads, which Google favors, if you manage to utilize Keyword Insertion right, and your Quality Score rises. Ultimately, a higher Quality Score means lower cost and higher ad positions.

Dynamic Keyword Insertion will greatly help businesses with e-commerce websites attract users with specific intents since it updates ads to be much more targeted. The personalized ads will draw in customers with the intent to buy more than broad match keywords.

 

How Does Keyword Insertion Work?

Keyword Insertion operates with a small piece of code that you introduce to your ad text. Generally, the code will look something like this: {Keyword:Text}.

Let’s say you are a merchant and you have a collection of shoes on your website. Your main goal is to advertise your winter boots. And for your ad campaign, you can insert {Keyword:Boots} in the ad text. This piece of code substitutes the terms that summoned your ad in the first place.

For example, your ad will automatically display “Inexpensive Quality Ankle Boots” when a user searches “ankle boots,” even though your original ad headline reads “Inexpensive Quality Boots.” By doing this, you can maintain a single ad group that targets a wider audience in a much more specific manner without sacrificing your time, effort, and money.

Moreover, where you put the code doesn’t matter. You can insert it in the body, description, or title.

Capitalization

One thing to remember is that you can control the capitalization by typing “keyword” how you want your text to appear. Below, you can see how your ad text would look like based on your code when your ad is up. If you type:

  • keyword → ankle boots
  • Keyword → Ankle boots
  • KeyWord → Ankle Boots
  • KEYword → ANKLE boots
  • KEYWord → ANKLE Boots
  • KeyWORD → Ankle BOOTS
  • KEYWORD → ANKLE BOOTS

 

You will need to come up with a generic and concise ad text to prevent grammar errors with potential replacements. Also, going over the character limitations would be another problem to solve. Since there is a limit on the number of characters you can have in your title, body, and description, you should be aware that the searcher’s keyword might exceed this limit because the code will alter your ad copy.

Pros and Cons

Now that you know the basics of how Dynamic Keyword Insertion works, how about we make a list of pros and cons. So, you can decide whether DKI is beneficial for you or not.

 

Advantages of Keyword Insertion

  • Increase in Click-Through Rate:
    • As explained above, DKI makes your ads more relevant to the searchers since it copies their queries onto the ad. People like personalized experiences so they are more likely to click the ad if it provides exactly what they are looking for.
  • Bolded Text:
    • Your ad stands out because Google bolds inserted keywords. Standing out means your ad will draw more attention, and more attention means more clicks for you!
  • Saving Money and Time:
    • You may not have much time researching keywords to target or have so much money to put into ad campaigns that you cover every page or item on your website. DKI helps by marketing a large variety of products under one ad campaign.
  • Increasing Quality Score:
    • Google favors when the ads are more relevant, and the quality is high. Since you can cater personalized ads to your audience now, your QS should rise which means higher ad positions and lower ad pricing.

 

Drawbacks of Keyword Insertion

  • Poor Wording:
    • You need to be in total control of the keywords that are in your ad group. If not, you may end up with an ad headline or text that isn’t grammatically right.
  • Trademark Violations:
    • There is nothing against bidding for your competitors’ keywords; however, in some places, it is illegal to have their names or brands in your ad. So, be careful while choosing your keywords, or you might end up with a lawsuit on your hands.
  • Character Limitations:
    • If the term exceeds the limit, the keyword after the colon (in the code) will be inserted.
  • Unorganized Landing Pages:
    • Since your ad can only direct people to a single source, it should be relevant for all the potential dynamically inserted keywords. The intent of the searcher is clear: they are looking for “ankle boots” that are inexpensive and quality. If your landing page displays only knee-high boots, then it creates a discrepancy. Your landing page must be generalized enough to be relevant to all the possible searches your ad corresponds to.

 

Things You Need to Pay Attention When You Set When You Set Up DKI

  • While using Dynamic Keyword Insertion you are playing at the users’ psychology. The ad uses its own words to urge them to click. Similarly, you should be wary of your word choice in the section of the ad text that won’t change from person to person. For example, “cheap” may appear unrefined but “inexpensive” would look sophisticated.
  • Character limitations for each section of your ad:
    • 25 characters for headline,
    • 35 characters for Line 1, Line 2, and Display URL
    • 1024 characters for Destination URL.
  • To maintain and increase your conversion rates, you must make sure that your landing page has the flexibility to stay relevant for all the customers that can come from a variety of keywords.
    • If your keywords are too different to maintain on the same landing page, then you shouldn’t resort to DKI.
  • Long-tail keywords are harder to utilize for DKI because of character limitations. You must come up with a strong adjective and noun combos to catch the searcher’s attention.
  • Again, you don’t want to get near words related to your competitors. Might be distracting, also might be illegal. Don’t risk violating Google’s trademark policies.
  • You should maintain a firm ad group. Group your keywords closely based on their relevance and create more than one campaign if necessary.

Conclusion

Finally, you acquired the knowledge to conquer your audience’s heart without them even noticing with Dynamic Keyword Insertion. It is a practical tool that saves you a lot of time and money. Not to mention effort, since it is fairly easy to navigate. It has lots of benefits for both your campaign and your website, like raising your CTRs, QS, and conversion rates.

The key is to carefully construct your keyword insertion by choosing and eliminating the right keywords. So, you end up with a coherent, flowing, and inviting ad group while also paying attention to other warnings we provided in this article.

 


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