PPC Copy Writing

I can't even remember where I picked this up, but it's a little trick that I use in almost every AdWords campaign that I put together. So I'll share it with you just in case you're not familiar with it.

When creating your PPC copy you can easily create dynamic keyphrase insertion by simply using parenthesis. That is, when a user searches for your keyphrase they will see it as your ad title. Let's imagine our keyphrase is 'digital marketing blog', and it's in the AdGroup 'Blog'. By using the four following codes for your title copy you can control what a user sees:

A user searches for 'digital marketing blog'

• {keyword:Blog} as the title, and they will see your ad title as 'digital marketing blog'.
• {Keyword:Blog} as the title, and they will see your ad title as 'Digital marketing blog'.
• {KeyWord:Blog} as the title, and they will see your ad title as 'Digital Marketing Blog'.
• {KEYWORD:Blog} as the title, and they will see your ad title as 'DIGITAL MARKETING BLOG'.

Generally I use {KeyWord:XXXX} as this is how I would usually write my title copy, but you can figure out what works best in each campaign. This is a particularly useful trick when working on a direct response campaign.