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November 22, 2012

Structuring Your Account to Use Dynamic Text in Bing Ads

It is a known fact, using dynamic text in your ad program will increase the click-through rate and may even increase conversions. A crucial step for success is to properly structure your Bing Ads account to make dynamic text work for you.

More often than not, a haphazard use of dynamic text may actually increase impressions without an increase in clicks and can potentially lower your program’s click-through rate (CTR). By carefully structuring your account to use dynamic text properly, you can increase CTR and improve conversions all at the same time.

Here’s what I do when using dynamic text in a Bing Ads account for best results:

1. I typically do not add dynamic text insertion ad groups until I have an idea of keywords that generate leads in an account. I wait to set up a dynamic text ad group because it takes time to create a keyword list that is workable and time to create ad text that makes sense with the dynamic word or phrase insertion. I want to know what will be workable before I invest the time in set up. Plus, by waiting, I can pick specific high-performance keywords or create break out programs based on past performance. I will typically do dynamic text programs in the first 30 days of account creation.

2. I usually create small ad groups with a very small list of broad and phrase matched keywords when I am creating a program in which I will use dynamic text insertion. Sometimes, my program may have only 10 to 20 keywords as I am doing testing. If I am promoting products for a florist, I would not use general keywords such as roses or daffodils, but rather “buy roses,” “buy daffodils” as my keywords and even variations in the same ad group with “purchase” and “order” in addition to “buy.” I may use broad match or just start out with phrase match keywords. The actual match types I will use will be based on what has happened in the rest of the account based on ad spend per day, cost per click and number of impressions.

3. I am very careful in crafting my ad text so when the dynamic keyword or phrase is inserted, it makes sense to a reader. This is why my keyword trigger lists are small and concise and include a desired reader action such as buy, order, or purchase in the phrase. I will not duplicate these action words in my ad text; but let the keyword phrase contain them.

4. Bing Ads has recently added some nice new capitalization options that you may not be aware of when it comes to dynamic text use. Here are some examples that now allow you to have total control over how your dynamic text appears in your ad’s title and description. I have used the keyword phrase buy roses as an example:

• {KeyWord} translates into Buy Roses (note the caps on B and R)
• {keyword} translates into buy roses (note all lower case)
• {Keyword} translates into Buy roses (note the caps on the B and lower case on the r)
• There are even options for All Caps where appropriate based on how you capitalize the keyword contained within the brackets.

For all examples, please click here to see all examples and uses.

Did you know Bing Ads allows you to use one keyword in an ad that is all caps? So my dynamic text for Buy ROSES would be installed in the account as {KeyWORD:Buy ROSES}. Note the all caps on the word I want to be in all caps in the ad text. If I wanted BUY Roses, I would enter in {KEYWord:BUY Roses} instead.

1. Where possible, but not always, I use {param1} insertion for unique URLs by keyword, and sometimes even {param2} and {param3} for promotional discount text by item.

2. I always include default text when I am doing dynamic text insertion. For a keyword, use this format: {KeyWord:Buy Roses} note the colon with no space and then the default text capitalized the way I want it to appear. Bing Ads will automatically show your default ad text when you exceed your character count with a keyword phrase you want inserted.

I have personally found the click-through rate is higher on ads where I am using dynamic text insertion and, in many cases, the conversion rate will be higher as well.

If you haven’t tried using dynamic text in your Bing Ads program, now is the time to do a little testing by creating a small ad group. Use your top converting keywords crafted into meaningful phrases for your program to test if you can boost conversions even more by using keyword and phrase insertion.

Remember Bing Ads will bold this special text item when it is inserted into your ad when your phrase matches a search query, drawing the reader’s eye right to your ad.

Nancy McCord is the founder and president of McCord Web Services LLC which provides blog writing services, Twitter and Facebook status updates, and Google AdWords account set up and management. Since 2001, Nancy McCord has developed a reputation as an expert on Google AdWords and how to use social networking for business. You can visit Nancy and her firm at Connect with +Nancy McCord at Google+, @mccordweb on Twitter and on Facebook.