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This way, if for example you were promoting Fake Bake tanning products, and were bidding for the keyword “Fake Bake Airbrush Tanning Kit”
You may want to boost your traffic and appear for variations such as “Fake Bake Moisturiser”, “Fake Bake” or “Fake Tan”. You would order your keywords with staggered Cost Per Click (CPC) budgets, something like this:

Exact – 0.50
Phrase – 0.30
Broad – 0.05

And perhaps add in some negative keywords like “home bake” “home baking” “tan leather” “fake boobs”… you get the point!

Bear in mind that your advert will be shown more regularly if you achieve a higher click through rate (CTR), so although your bid staggering will help distribute your advertising budget to the most relevant terms, it’s not fool proof, and if your broad match is making you show up for “fake bake tanning products ruined my marriage”, you’re likely to get a high CTR due to limited competition.

Once you’ve set this up, don’t think you can leave it to fester – you have to be very careful with broad match, and this match type may or may not work for your situation.

Keep your eye on terms that you’re adverts are being show for and keep adding to your negative keyword list. This way you can continually improve your conversion rates, reduce your cost per conversion and improve your return on investment.

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When you have a number of keywords in your ad group, sometimes it’s handy to use the keyword insertion method when creating your adverts.

This is where you use the text {keyword:default text} to pull in the keyword that a user types to triggers the advert.

This means you can highly relevant and targeted adverts without having to write individual adverts for every one of the keywords you’re bidding on.

Default Pay Per Click Advert Headline

You define your default text in the case where the user searches for a phrase that is too long to fit in your advert.  For example in one of the adverts I’m testing, I’ve used the text “Blue Ultimatt® Emulsion” as the alternative, so if someone types “where can I buy blue emulsion paint” it will display the following advert:

Pay Per Click Advert Keyword Insertion

However when you use the {keyword:default text} in your title or advert, and the text is not too long, it will show in the following format:

As you can see above, the text is all lower case… and not particularly inviting.

Capitalisation of keywords in your advert

What I found out today that was quite useful is that you can change the capitalisation of the keywords use in your advert, so you can display an advert like this instead:

Table of PPC keyword capitalisation

I’ve added a table of capitalisation variations that you can use when writing your pay per click adverts here:

* I wouldn’t advise all caps, unless you really want to shout!

When not to use automatic keyword insertion

There are no hard and fast rules for this, but consider the following:

• If your competitors are all using the keyword insertion method for niche terms, you’re advert isn’t going to stand out one bit.  Check the actual results, and see whether your advert looks invitingly relevant or insipidly generic.
• Are your keywords loosely grouped? If you’re trying to automate too much, you may be churning out adverts that may be relevant to the keywords used, but the landing page won’t match.
• Are you bidding on your competitors brand names? if so, your advert may falsely imply that you’re selling their products.  This isn’t good karma, but more importantly, you’re unlikely to make a sale from someone who specifically wants a product you don’t sell.

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