If Google Ads ads are to be created with different variations so that as many keywords as possible can be included in the ad titles and all search queries can be served with the appropriate ad, this can be very time-consuming. To reduce this effort, Google Ads offers a time-saving and simple solution with the keyword placeholder function.
What are keyword placeholders?
With keyword placeholders, Google Ads offers advertisers the option of automatically adapting ads to search queries using the keywords entered. The keyword that matches the search term entered by the user is automatically inserted into the ad title, the text lines or the URL field.
Where can keyword placeholders be used?
Keyword placeholders can be used in the ad title, the ad text and the displayed URL.
How do keyword placeholders work?
Keyword placeholders are inserted as code in the ad title, the ad text or the URL field when the ad is created.
Google offers the user a guided method here. If you enter the character “{“, a drop-down menu appears in which the keyword placeholder option is available for selection. This is followed by a prompt to enter a standard text. The standard text is displayed if the text cannot be replaced by any of the stored keywords. It can consist of one or more words. You can also choose between three case-sensitive options:
- Capitalization of titles: The first letter of all words is capitalized. Example: Online Marketing Agency
- Capitalization Sentence: Only the first letter of the first word is capitalized. Example: Onlinemarketing agency.
- Lower case: All words are written in lower case. Example: online marketing agency.
If you want to enter the code manually, you must insert the string {keyword:Standardtext} in the appropriate place. For “Standard text”, enter the corresponding text that should appear if the text cannot be replaced by one of the entered keywords.
The desired upper and lower case option is selected via the spelling of the word keyword in the code:
- keyword: All words are written in lower case. Example: {keyword:online marketing agency} = online marketing agency
- Keyword: Only the first letter of the first word is capitalized. Example: {keyword:online marketing agency} = online marketing agency
- KeyWord: The first letter of all words is capitalized. Example: {KeyWord:Online Marketing Agency} = Online Marketing Agency
- KEYWord: The entire first word and the first letters of all other words are capitalized. Example: {KEYWord:Online Marketing Agency} = ONLINE Marketing Agency
- KeyWORD: The first letter of the first word and all further words are capitalized. Example: {KeyWORD:Online Marketing Agency} = Online MARKETING AGENCY
Why is it advisable to use keyword placeholders?
If the ad contains the keywords that the user used in their search query, they will perceive this ad as relevant. The probability that such an ad will be clicked on is higher than for an ad with a general text.
Keyword placeholders allow you to create several variations of an ad without having to create a separate ad title, ad text or URL for each variation.
What should I bear in mind with keyword placeholders?
The following points should be noted when using keyword placeholders:
- All keywords entered must fit into the context at this point.
- The maximum number of characters applies to the standard text in the ad title or URL.
- If the keywords are too long, the standard text is displayed.
- The keywords must be spelled correctly.
- Keywords should be formulated in such a way that the ad is grammatically correct.
- Correct choice from the alternatives to upper and lower case.
- Be careful when using brand terms in the keywords.
Conclusion
If keyword placeholders are used correctly, they are a useful tool when creating ads. They allow advertisers to place many variants of an ad without having to create them. Since the keywords used in the ad match the search terms of the users, they perceive the ads as relevant and are more likely to click on them.
However, there are a few things to bear in mind. Otherwise it can happen that the ad texts are grammatically incorrect or make no sense. Beginners in particular should be careful when using keyword placeholders.
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