Dynamic insertion and different concordances
As Adwords Help explains, keyword insertion allows our ads to adapt automatically depending on whether the user's search matches the keyword used. If you are a regular user of Google Adwords you will know that to make use of this option you just need to write in the ad title {KeyWord:..........} followed by an alternative text that will replace the keyword space if the search does not match it. Most of the time this technique is used when a keyword is entered in [exact] match to make the ad more relevant, but what would happen if the keywords were in other matches (modified broad, full broad or phrase)? We would like to share with you a very illustrative test example to dispel any doubts: We start with a keyword in modified broad match, which is the only active keyword for this ad group. We will leave only one ad active so that it does not compete in the test search with other different ads, remember that this is just an experiment, it is always worth having 2 or 3 active ads to see which one performs better! As we can see, the alternative text that should be displayed in case of not matching the keyword would be: "Pool Cleaners". First what seems most obvious...a search for the word "pool cleaner", matching the one we used as a keyword. The search term exactly matches the keyword (even though it is in modified broad match) and activates the ad in the title exclusively with the keyword.this could be more or less predictable but...what if the search was totally different, what would happen? For example: "Buy now online blue pool cleaner". Many of you will think that the search will activate the alternative title of the ad, but remember, the concordance was in broad modified... BINGO! The concordance chosen for the keyword will be responsible for activating or not the dynamic insertion, i.e. in this case as the keyword was +cleanbottoms and this keyword is in the body of "buy now online blue cleaner" has activated the ad with the text of the dynamic insertion. This rule applies to different keyword matches, what do you think, did you know this interesting detail, soon we will bring you new experiments and more curiosities of Google Adwords.
