{"id":3073,"date":"2012-12-05T05:29:09","date_gmt":"2012-12-05T09:29:09","guid":{"rendered":"http:\/\/www.mccordweb.com\/weblogs\/?p=3073"},"modified":"2012-11-27T11:31:43","modified_gmt":"2012-11-27T15:31:43","slug":"structuring-your-account-to-use-dynamic-text-part-ii","status":"publish","type":"post","link":"https:\/\/www.mccordweb.com\/weblogs\/2012\/12\/05\/structuring-your-account-to-use-dynamic-text-part-ii\/","title":{"rendered":"Structuring Your Account to Use Dynamic Text &#8211; Part II"},"content":{"rendered":"<p>Continued from Monday.<\/p>\n<ul>\n<li>I am very careful in crafting my ad text so that when the dynamic keyword or phrase is inserted it makes sense to a reader. This is why my keyword trigger lists are small and concise and include a desired reader action such as buy, order, or purchase in the phrase. <strong>I will not duplicate these action words in my ad text; rather let the keyword phrase contain them<\/strong>.<\/li>\n<li>Bing Ads has recently added some <a href=\"http:\/\/community.bingads.microsoft.com\/ads\/en\/bingads\/b\/blog\/archive\/2012\/07\/19\/adcenter-help-how-to-capitalize-dynamic-text.aspx\">nice new capitalization options<\/a> that you may not be aware of when it comes to dynamic text use. Here are some examples that now allow you to have total control over how your dynamic text appears in your ad\u2019s title and description. Using the keyword phrase buy roses as an example:<\/li>\n<\/ul>\n<ul>\n<li>{KeyWord} translates into Buy Roses (note the caps on B and R)<\/li>\n<li>{keyword} translates into buy roses (note all lower case)<\/li>\n<li>{Keyword} translates into Buy roses (note the caps on the B and lower case on the r)<\/li>\n<li>There are even options for All Caps where appropriate based on how you capitalize the keyword contained within the brackets. For all examples, please visit the \u2018<a href=\"http:\/\/advertise.bingads.microsoft.com\/en-us\/product-help\/bingads\/topic?query=MOONSHOT_PROC_UseParameters.htm\">How to use dynamic text to insert keywords in ads\u2019<\/a> article to see all examples and uses.<\/li>\n<li>Did you know that Bing Ads allows you to use one keyword in an ad that is all caps? So my dynamic text for Buy ROSES would be installed in the account as {KeyWORD:Buy ROSES}. Note the all caps on the word I want to be in all caps in the ad text. If I wanted BUY Roses, I would enter in {KEYWord:BUY Roses} instead. Be aware that excessive use of capitalization is not allowed. Check the editorial style guidelines <a href=\"http:\/\/advertise.bingads.microsoft.com\/en-uk\/support-center\/search-advertising\/ad-content-guidelines\">here.<\/a><\/li>\n<li>Where possible, but not always, I use {param1} insertion for unique URLs by keyword, and sometimes even {param2} and {param3} for promotional discount text by item. Read more about how to use the different forms of dynamic text <a href=\"http:\/\/advertise.bingads.microsoft.com\/en-us\/support-center\/search-advertising\/dynamic-text-types\">here.<\/a><\/li>\n<li>I always include default text when I am doing dynamic text insertion. For a keyword, use this format: {KeyWord:Buy Roses} note the colon with no space and then the default text capitalized the way I want it to appear. Bing Ads will automatically show your default ad text when you exceed your character count with a keyword phrase you had wanted inserted.<\/li>\n<\/ul>\n<p>I have personally found that the click through rate is higher on ads where I am using dynamic text insertion and in many cases the conversion rate will be higher as well. If you haven\u2019t tried using dynamic text in your Bing Ads program, now\u2019s the time to do a little testing by creating a small ad group. Use your top converting keywords crafted into meaningful phrases for your program to test if you can boost conversions even more by using keyword and phrase insertion. Remember Bing Ads will bold this special text item when it is inserted into your ad when your phrase matches a search query &#8211; drawing the reader\u2019s eye right to your ad!<\/p>\n<p>If you need a Bing Ads savvy account manager, please visit our <a href=\"http:\/\/www.mccordweb.com\/search-engine-marketing\/msn-smart-start.php\">Bing Ads services<\/a> page to find out more about how we can help you.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Continued from Monday. I am very careful in crafting my ad text so that when the dynamic keyword or phrase is inserted it makes sense to a reader. This is why my keyword trigger lists are small and concise and include a desired reader action such as buy, order, or purchase in the phrase. I will not duplicate these action words in my ad text; rather let the keyword phrase contain them. Bing Ads has recently added some nice new capitalization options that you may not be aware of when it comes to dynamic text use. Here are some examples that now allow you to have total control over how your dynamic text appears in your ad\u2019s title and description. Using the keyword phrase buy roses as an example: {KeyWord} translates into Buy Roses (note the caps on B and R) {keyword} translates into buy roses (note all lower case) {Keyword} translates into Buy roses (note the caps on the B and lower case on the r) There are even options for All Caps where appropriate based on how you capitalize the keyword contained within the brackets. For all examples, please visit the \u2018How to use dynamic text to insert keywords in ads\u2019 article to see all examples and uses. Did you know that Bing Ads allows you to use one keyword in an ad that is all caps? So my dynamic text for Buy ROSES would be installed in the account as {KeyWORD:Buy ROSES}. Note the all caps on the word I want to be in all caps in the ad text. If I wanted BUY Roses, I would enter in {KEYWord:BUY Roses} instead. Be aware that excessive use of capitalization is not allowed. Check the editorial style guidelines here. Where possible, but not always, I use {param1} insertion for unique URLs by keyword, and sometimes even {param2} and {param3} for promotional discount text by item. Read more about how to use the different forms of dynamic text here. I always include default text when I am doing dynamic text insertion. For a keyword, use this format: {KeyWord:Buy Roses} note the colon with no space and then the default text capitalized the way I want it to appear. Bing Ads will automatically show your default ad text when you exceed your character count with a keyword phrase you had wanted inserted. I have personally found that the click through rate is higher on ads where I am using dynamic text insertion and in many cases the conversion rate will be higher as well. If you haven\u2019t tried using dynamic text in your Bing Ads program, now\u2019s the time to do a little testing by creating a small ad group. Use your top converting keywords crafted into meaningful phrases for your program to test if you can boost conversions even more by using keyword and phrase insertion. Remember Bing Ads will bold this special text item when it is inserted into your ad when your phrase matches a search query &#8211; drawing the reader\u2019s eye right to your ad! If you need a Bing Ads savvy account manager, please visit our Bing Ads services page to find out more about how we can help you.<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[200,253,380],"tags":[451,460],"class_list":["post-3073","post","type-post","status-publish","format-standard","hentry","category-adcenter","category-bing","category-bing-ads","tag-bing","tag-bing-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Structuring Your Account to Use Dynamic Text - Part II | The Web Authority<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mccordweb.com\/weblogs\/2012\/12\/05\/structuring-your-account-to-use-dynamic-text-part-ii\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Structuring Your Account to Use Dynamic Text - Part II | The Web Authority\" \/>\n<meta property=\"og:description\" content=\"Continued from Monday. I am very careful in crafting my ad text so that when the dynamic keyword or phrase is inserted it makes sense to a reader. This is why my keyword trigger lists are small and concise and include a desired reader action such as buy, order, or purchase in the phrase. I will not duplicate these action words in my ad text; rather let the keyword phrase contain them. Bing Ads has recently added some nice new capitalization options that you may not be aware of when it comes to dynamic text use. Here are some examples that now allow you to have total control over how your dynamic text appears in your ad\u2019s title and description. Using the keyword phrase buy roses as an example: {KeyWord} translates into Buy Roses (note the caps on B and R) {keyword} translates into buy roses (note all lower case) {Keyword} translates into Buy roses (note the caps on the B and lower case on the r) There are even options for All Caps where appropriate based on how you capitalize the keyword contained within the brackets. For all examples, please visit the \u2018How to use dynamic text to insert keywords in ads\u2019 article to see all examples and uses. Did you know that Bing Ads allows you to use one keyword in an ad that is all caps? So my dynamic text for Buy ROSES would be installed in the account as {KeyWORD:Buy ROSES}. Note the all caps on the word I want to be in all caps in the ad text. If I wanted BUY Roses, I would enter in {KEYWord:BUY Roses} instead. Be aware that excessive use of capitalization is not allowed. Check the editorial style guidelines here. Where possible, but not always, I use {param1} insertion for unique URLs by keyword, and sometimes even {param2} and {param3} for promotional discount text by item. Read more about how to use the different forms of dynamic text here. I always include default text when I am doing dynamic text insertion. For a keyword, use this format: {KeyWord:Buy Roses} note the colon with no space and then the default text capitalized the way I want it to appear. Bing Ads will automatically show your default ad text when you exceed your character count with a keyword phrase you had wanted inserted. I have personally found that the click through rate is higher on ads where I am using dynamic text insertion and in many cases the conversion rate will be higher as well. If you haven\u2019t tried using dynamic text in your Bing Ads program, now\u2019s the time to do a little testing by creating a small ad group. Use your top converting keywords crafted into meaningful phrases for your program to test if you can boost conversions even more by using keyword and phrase insertion. Remember Bing Ads will bold this special text item when it is inserted into your ad when your phrase matches a search query &#8211; drawing the reader\u2019s eye right to your ad! If you need a Bing Ads savvy account manager, please visit our Bing Ads services page to find out more about how we can help you.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mccordweb.com\/weblogs\/2012\/12\/05\/structuring-your-account-to-use-dynamic-text-part-ii\/\" \/>\n<meta property=\"og:site_name\" content=\"The Web Authority\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mccordweb\" \/>\n<meta property=\"article:published_time\" content=\"2012-12-05T09:29:09+00:00\" \/>\n<meta name=\"author\" content=\"Nancy McCord\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@mccordweb\" \/>\n<meta name=\"twitter:site\" content=\"@mccordweb\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nancy McCord\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/12\\\/05\\\/structuring-your-account-to-use-dynamic-text-part-ii\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/2012\\\/12\\\/05\\\/structuring-your-account-to-use-dynamic-text-part-ii\\\/\"},\"author\":{\"name\":\"Nancy McCord\",\"@id\":\"https:\\\/\\\/www.mccordweb.com\\\/weblogs\\\/#\\\/schema\\\/person\\\/7499f3ac0b008bc0e5b7a138ac1dc0ba\"},\"headline\":\"Structuring Your Account to Use Dynamic Text &#8211; 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I am very careful in crafting my ad text so that when the dynamic keyword or phrase is inserted it makes sense to a reader. This is why my keyword trigger lists are small and concise and include a desired reader action such as buy, order, or purchase in the phrase. I will not duplicate these action words in my ad text; rather let the keyword phrase contain them. Bing Ads has recently added some nice new capitalization options that you may not be aware of when it comes to dynamic text use. Here are some examples that now allow you to have total control over how your dynamic text appears in your ad\u2019s title and description. Using the keyword phrase buy roses as an example: {KeyWord} translates into Buy Roses (note the caps on B and R) {keyword} translates into buy roses (note all lower case) {Keyword} translates into Buy roses (note the caps on the B and lower case on the r) There are even options for All Caps where appropriate based on how you capitalize the keyword contained within the brackets. For all examples, please visit the \u2018How to use dynamic text to insert keywords in ads\u2019 article to see all examples and uses. Did you know that Bing Ads allows you to use one keyword in an ad that is all caps? So my dynamic text for Buy ROSES would be installed in the account as {KeyWORD:Buy ROSES}. Note the all caps on the word I want to be in all caps in the ad text. If I wanted BUY Roses, I would enter in {KEYWord:BUY Roses} instead. Be aware that excessive use of capitalization is not allowed. Check the editorial style guidelines here. Where possible, but not always, I use {param1} insertion for unique URLs by keyword, and sometimes even {param2} and {param3} for promotional discount text by item. Read more about how to use the different forms of dynamic text here. I always include default text when I am doing dynamic text insertion. For a keyword, use this format: {KeyWord:Buy Roses} note the colon with no space and then the default text capitalized the way I want it to appear. Bing Ads will automatically show your default ad text when you exceed your character count with a keyword phrase you had wanted inserted. I have personally found that the click through rate is higher on ads where I am using dynamic text insertion and in many cases the conversion rate will be higher as well. If you haven\u2019t tried using dynamic text in your Bing Ads program, now\u2019s the time to do a little testing by creating a small ad group. Use your top converting keywords crafted into meaningful phrases for your program to test if you can boost conversions even more by using keyword and phrase insertion. Remember Bing Ads will bold this special text item when it is inserted into your ad when your phrase matches a search query &#8211; drawing the reader\u2019s eye right to your ad! 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