Adwords Tips: Getting Different Ads To Show For Different Keywords

Does your Adwords account currently rely on showing the same ad (or set of ads) for every single keyword? That’s probably bad news for a number of reasons, including the fact that it’s unlikely that you ad will appear to be the most relevant one that’s being presented to many searchers.

Why should that be a concern? Primarily because you’ll be faced with a low Click Through Rate (CTR), which may in turn lead to a low Quality Score and increased costs per click. In essence, the entire Adwords systems tends to reward ads that perform well. By the same token, it punishes those that fail to do so.

What this all means is that it’s likely that you’re missing out on clicks and paying more for each visit that you do receive. That’s not a great combination. Fortunately, it is pretty simple to fix.

Dynamic keyword insertion

One solution is to make use of dynamic keyword insertion, which essentially seeks to insert the keyword (or phrase) that’s been searched for into your ad. This can work well, dramatically increasing the relevance of your ad to those carrying out searches.

But you need to consider a few potential pitfalls. What happens, for example, when someone enters a really long search string? In these cases, it won’t be possible to include the phrase within your ad, so you’ll need to set a default. The syntax for achieving this is:

{keyword:Default phrase}

It should be noted that you can also do some more powerful stuff with keyword insertion. As an example, you can dynamically include keywords within a broader set of text. So you might use:

Buy {keyword:Default phrase}

You can probably see how that could neatly be integrated within ad descriptions, rather than simply using the headline. There are also some advanced features that allow you to control whether or not your ads make use of capital letters.

Using highly targeted Ad Groups

The rookie mistake that some advertisers make is thinking that they should group dozens of keywords within a single Ad Group. That’s a technique that makes it incredibly difficult to create targeted ads.

There are plenty of reasons why people choose to approach things in that way, including a lack of knowledge about Adwords and the realisation that this can be the quickest approach. When it comes to Adwords, however, the quickest route is rarely the best.

It makes far more sense to break down your keyword lists, so that you have a handful of keywords in each Ad Group. You can the tailor your ads so much more easily, meaning that you’ll end up with ads that truly appeal to searchers.

Pro tip: combining approaches

You may like the sound of dynamic keyword insertion and realise that there are also benefits associated with making use of many more Ad Groups. But here’s a little inside tip to getting the best results: combine the two approaches.

If you make use of highly focused Ad Groups and create ads that use dynamic keyword insertion within them, then you’ll get the best of both worlds.


If you’re trying to display poorly targeted ads, then you certainly won’t be getting the best possible return on investment from your Adwords campaigns. Instead of allowing that situation to continue, spend time creating ads that really pack a punch.

As this article has explained, it needn’t be difficult to take an approach that will yield serious results.

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