http://theinternetmarketer.com.au/2010/06/reflective-advertising-in-adwords-listen-to-your-clients/ Yet Another Related Posts Plugin.]]> Fri, 04 Jun 2010 06:56:22 +0000 http://backend.userland.com/rss092 en Reflection is a listening technique where the listener echos key aspects of the conversation back to the speaker; it is a confirmation of understanding; a signal that the listener is engaged and paying attention to the speaker. It is a powerful strategy to engage a speaker. Not surprisingly, a similar technique also applies to online advertising, and is also equally effective in engaging the searcher. In my experience a ‘reflective ad’ will typically outperform even the most creative ad. Building a reflective ad To build  a reflective AdWords ad we are going to use Google AdWord's  Keyword Insertion capability to reflect the searchers term back at them. Keyword insertion is a special ad statement {Keyword}  that substitutes a  searched term into the ad text. This can be added into your ad copy, the display URL or even the destination URL [1] When the ad is operating, the searcher sees their own search term where ever {keyword} appears in your ad eg assume the searched term was premium widgets [2] Practical reflective ads All good so far, but ad text lengths still apply, so if your searcher enters a long term, your ad could be too long, so keyword insertion provides an alternative value should this occur. [3] So in this example, a long search term would end up looking like this: [4] Proper case A final refinement with the Keyword Insert is it ability to change the case of the original search query. This subtle but important presentation refinement is set by the capitalisation used in the keyword command word itself viz: Your ad's title How the ad title appears to users What part of the keyword is capitalised? Buy {keyword:Puppies} Buy golden retrievers No part Buy {Keyword:Puppies} Buy Golden retrievers The first letter of the first word only (sentence capitalisation) Buy {KeyWord:Puppies} Buy Golden Retrievers The first letter of each word (initial capitalisation) Buy {KEYWord:Puppies} Buy GOLDEN Retrievers The entire first word and the first letter of each additional word Buy {KeyWORD:Puppies} Buy Golden RETRIEVERS The first letter of the first word and the entirety of each additional word Buy {KEYWORD:Puppies} Buy Golden Retrievers The first letter of each word (initial capitalisation) Note that AdWords Capitalisation rules [5] also apply which dictate there should be no excessive capitalisation More information on Keyword Insertion is available here: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996 [6] So, set up a reflect ad in your campaigns, and test my theory that they will outperform your other ads. Ill be interested to hear your results Cheers Pete No related posts. Related posts brought to you by Yet Another Related Posts Plugin. [1] http://theinternetmarketer.com.au/wp-content/uploads/2010/06/keyword_insertion2.jpg [2] http://theinternetmarketer.com.au/wp-content/uploads/2010/06/keyword_insertion3.jpg [3] http://theinternetmarketer.com.au/wp-content/uploads/2010/06/keyword_insertion4.jpg [4] http://theinternetmarketer.com.au/wp-content/uploads/2010/06/keyword_insertion5.jpg [5] http://adwords.google.com/support/aw/bin/static.py?hl=en&page=guidelines.cs&answer=47157 [6] http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996 http://theinternetmarketer.com.au/2010/06/reflective-advertising-in-adwords-listen-to-your-clients/