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.

Sunday Links

This week's Friday's Best of the Web runner-ups are.....

Barnardo's: Believe in children I, Barnardo's: Believe in children II: Two very powerful ads from Barnardo's
Good Art HLYWD: Nice intro, nice design, nice site.
Divine Chocolate: Chuck eggs at world politicians in protest to the G20. Definitely worth a look.

Latest TV Technology

Is there too much swearing on TV? Are unhappy programs getting you down? Is it embaressing when something racey comes on and you're sitting with your family?

Fear not, LG have the answer for you.....



Sometimes viral marketing videos just need to be crazy. Fully accomplished here!

Internet User Statistics

This is a breakdown of user statsistics over the last year, from visitors to my blog. The two most intersting things, from my point of view as a digital marketer, is that 60% of visitors are using Firefox and at least 95% of visitors are using Flash 9.0 or above.

Let it Shine!

The new 60 second TV spot for the Honda Insight, created by W+K Amsterdam, has to be seen to be believed. Using the cars themselves, W+K created the largest LED-style display ever. This is the first TV spot from W+K since their appointment in November 2008. The team behind it are Zach Watkins, Craig Melchiano, Mark Sloan, Jeff Kling, John Norman and Sue Anderson. The concept is to build on Honda's ‘Everybody wants to be good’ tagline and reinforce Honda as a leader in automotive hybrid technology.