PPC's Lazy Landing Pages Part II
Last week I was discussing the merits of keyword destination URL's within your pay per click campaign. I am of the opinion that dynamic keyword insertion falls under the same bracket, being useful in lazy pay per click.
Now I know this sounds like a bold statement.
The key to any pay per click campaign is the quality of the keyword research and build of the account. As such, your ad groups should be so specific that each keyword within that group is highly relevant to the other.
When looking at writing your ad text for you pay per click, it's important to find the right balance of keyword density for quality score while still being compelling enough to appeal to the user. This is really the selling point of dynamic keyword insertion. You can have the searched keyword included in the Ad title if it is 25 characters or below. The benefit being that your title is now wholly relevant to the users initial search query.
The downside of this method is that it provides no quality score; Google doesn't view the relevancy as earned as their system is providing it.
If you campaign is split out as much as possible and the keywords are all around the same area of relevancy then static titles are much better suited as they will provide greater quality score against their dynamic alternatives. Like anything in pay per click, testing all the variables is important to find the optimum methods for performance. Testing an ad with a dynamic title against those with static will provide you with the best way of testing what works best for your pay per click account.
