How to Use The {keyword} Parameter in Google AdWords

Getting good click through rate in Google AdWords has been a problem for most Internet Marketers. People have stopped using PPC for getting bad quality scores and poor CTR. In this post, I will explain how to use the {keyword} parameter to get proper results in Google AdWords.

You can use the {keyword} parameter in your Google Ads to generate a better click through rate (CTR). I have tried this personally and it works for sure.

What Does the {keyword} parameter do?

The {keyword} parameter allows you to show ads as per the users keywords. For e.g. If the user searches "Free Blue Socks" and you are using the {keyword} parameter, then your ad displayed will contain the "Free Blue Socks" keyword/keyphrase.

How Do I Use this?

The Google Adwords page explains this in a bit complex way and I hope I can explain you in a more simple way. Lets assume that we are selling Blue Socks on a page. What we do normally is get a list of all keywords and add them to a group. Lets say we have added all keywords to an ad group called bluesocks in adwords. The keywords in this ad group are blue socks, blue striped socks, blue cheap socks, blue plain socks etc. Now, you need to setup the like this:

Buy {keyword:bluesocks} – This will target the searched keyword from your ad group bluesocks and display it in your ad. For e.g. Someone searched for ‘blue plain socks‘. In this case the system sees that the keyword is present in your ad group and will display your ad as Buy blue plain socks.

I know most of you will recommend your ad to show as ‘Buy Blue Plain Socks‘ rather than ‘Buy blue plain socks‘. Well, this can be achieved as well. All you have to do is just put the keyword parameter as KeyWord. So you add would be Buy {KeyWord:bluesocks} and the real ad would be displayed as ‘Buy Blue Plain Socks’.

This {keyword] parameter can be used in all 3 lines of your ads. In our example, if we are using the {keyword} parameter in all 3 lines of the ad, the our ad would be:

Line 1 – Buy {KeyWord:bluesocks}
Line 2 – Get {KeyWord:bluesocks} Here!
Display Url – MySite.com/{KeyWord:bluesocks}

So the ad if any one searches for ‘blue plain socks’ will be:

Buy Blue Plain Socks
Blue Plain Socks Here!
MySite.com/BluePlainSocks

Google displays the searched keyword in bold in your ads. So the ad would look like this:

Buy Blue Plain Socks
Blue Plain Socks Here!
MySite.com/BluePlainSocks

Its a known fact that people normally click ads which have more bold stuff in them. Using the {keyword} parameter you can get the searched keywords automatically in the ad which will result in more bold ads and more clicks.

• Just using the {keyword} parameter will not work. You need to use the colon after keyword followed by your ad group. The ad group in our example is bluesocks.
• To display your ad, the keyword has to be present in your ad group.
• You cannot add multiple ad groups in this. {keyword:bluesocks, bluesocks1} or {keyword:bluesocks;bluesocks1} or anything of such sort will not work.

Please feel free to as questions in the comments section below.