AdWords optimization consists of implementing changes in the structural and organizational features, as well as concrete details in your campaigns to improve metrics such as lower CPC (cost per click), increase CTR (Click Through Rate), improve the conversion rate, among others.

Keywords in Adtext to improve Relevance and Quality Score

Google’s objective as a search engine is to satisfy the user’s search experience, showing results that are more adequate to the search terms being used, showing the most relevant results to each user.


In this sense, how relevant your AdWords keywords are, is a very important factor to take into account, since AdWords will reward us if we have a good relevance factor in our campaigns, giving our keywords a good quality score. Improving your keywords’ quality score will improve your ad’s ranking and will help you pay less per click, that’s the reward by improving the campaign’s quality.


How do we accomplish relevance in our campaigns? When a user searches via Google, and this search includes keywords that we want to be in. Relevance is accomplished if the keywords on the search term are also on our campaign, on the ad being shown and on the landing page of the ad.


Thus, you should improve the relevance of your keywords and create relevant ads that are still comprehensible and easy to read. Including the keywords you’re bidding for, in the copy of your ad is a very good trick, since they will appear in bold letters, improving their visibility and capacity of attracting the user’s click.

Improve CTR through Dynamic Keyword Insertion (DKI)

CTR or Click Through Rate is one of the most important metrics in Google AdWords Campaigns, since it will inform us of how good your ads are. The better the ads are, the more clicks they will receive, and that means it will generate more traffic to your website.


One of the tricks to increase the Click Through Rate (CTR), is the use of DKI (Dynamic Keyword Insertion). This technique consists of getting the desired section of the ad to dynamically include the campaign’s keyword that has been activated by the user’s search query.


This way, if keywords are managed appropriately at ad group level, in order to accomplish a good consistency throughout their structure, you will see an improvement in keyword relevance within the ad, that will also appear in bold by matching the user’s search terms. This is why this technique improves in ad groups with keywords matching an exact phrase. By improving the relevance, you’ll also improve the Quality Score of your campaign’s keywords.


Usage examples:

  • {Keyword:key word} -> Key word
  • {KeyWord:key word} -> Key Word
  • {keyword:key word} -> key word
  • {KEYWORD:key word} -> KEY WORD


When using DKI, you must take into account the type of keywords in the ad groups, since if there are any misspellings, they will be visible in the Ad. You can use DKI in any section of the ad, taking into account the multiple possible forms an ad can take, and testing to assess the final result.


If you don’t run any DKI diagnostic tests, and you happen to be using the techniques on Line1 or Line2 of the ad, you might run into an issue with an ad’s copy being in singular and the DKI keyword appearing in plural, which is why the ad might seem to be misspelled. This will most likely make the user not click on it, aside from losing credibility.

The solution to this problem is quite simple (if done correctly). If the ad group only includes the keyword in plural, change the ad’s copy to plural as well. If the ad group has keywords in singular and plural, change the use of DKI or segment your keywords into singular and plural so you don’t create wrong copys.

To make it all easier…

Google AdWords is, without a doubt, a great channel for client acquisition and due to it’s high profitability for the majority of companies, it’s an indispensable source for traffic. You can certainly manage your own Google AdWords campaign, but many people waste a lot of money making rookie mistakes. Also, as you probably noticed, it’s not as simple as you might think it is and many issues can arise along the way. We are Google Certified Partners, certified in all 5 key aspects of Google AdWords management. Contact us today for a free consultation and we can help you get the most out of your AdWords campaign.