Ads are a great way to capture leads and expand your reach, especially when they are run on a fully qualified platform such as Bing. Sometimes, they can be a hit or miss affair, because you'll be showing the same ad text to the same audience until you refine your ads according to your performance results.
The problem is at this point, you'll have spent a considerable sum of money on leads that did not click through. What if we told you there is a way to keep this from happening? Well, enter Dynamic Text ads!
What Are Dynamic Text Ads?
Dynamic Text ads are ads that can be customized to automatically show something different to people using different search terms. This is a great strategy, because the same content will not work the same for different people looking after different things, even when they are related.
Dynamic text ads can be created by inserting dynamic text parameters into any part of an ad. Dynamic text parameters are your keywords and parameters being triggered in your ads when people use them to make their searches.
Using dynamic text will make your ads more relevant, increasing your click through rate, your conversion rate, your quality score and ad placements!
How to Set Up Dynamic Text Ads
Start by selecting an ad from a campaign for which you'd like to add dynamic text. As you can see, you'll be able to add dynamic text to “title part 1”, “title part 2”, and to “ad text” using the “dynamic text” option highlighted below each one when you create “expanded text ads,” and only to “title part 1” and “title part 2” when you create simple “text ads.”
When you click on “dynamic text,” you'll see that there are four placeholders: param1, param2, param3 (referencing keyword parameters), and keyword (referencing keywords in your campaign of choice).
Example: Using the Keyword Placeholder
When you use the “keyword” placeholder, you have to create ad titles and text that can make any of your campaign keywords fit to make them meet certain criteria, because remember, they are going to show on the ad when people use them for searches.
In this example, we are going to create a promotion to reach people using any of our campaign keywords. In “title part 1” we are going to enter “Win” as text, then click on “dynamic text” and select “keyword,” then finish up with “audio books!”
Anytime a person uses one of our keywords, such as “Diabetes Care”, the ad will show the ad text along with the placeholder keywords. In this case, it would read:
“Win Diabetes Care Audio Books!”
We are going to do the same for “title part 2” and “ad text” to make it more relevant.
Using Parameters and Default Values
You can insert parameters if you created parameters for some of your keywords. A final piece of advice: enter a default word along with your keyword, because if some of your keywords are too long for your ad text character limit, ads showing these keywords will not be served.
You can do this by typing a colon after “keyword” and then your default text. In this example, our default text is “diabetes,” so it would read like:
keyword:diabetes
This is how you can easily use dynamic text in your ads to make them more relevant!
