When I wrote about how to optimize your AdWords PPC campaigns, improving your ads was one of the items. Here are some macros that you can use to help improve the performance of your ads. Macros are pieces of code you can insert into the ad itself, the display URL, or the actual URL of your ad. These macros only work on the Google AdWords system but MSN AdCenter and Yahoo! Search Marketing both have their own macros.

{keyword}
Including the search term in your ad copy will instantly grab the user’s attention. There are several places you can use this macro, and only through testing will you find the one that works best for you. This macro can be used in one of three forms: {keyword}, {Keyword}, and {KeyWord}. Each of these will alter the look of the search terms when they are inserted. The first one will keep the search term in all lowercase. This is perfect if you plan on inserting the keyword in the ad body. {Keyword} will capitalize the first word in the search phrase which should be used if its the first word in your ad copy. Finally {KeyWord} will capitalize the first letter of each word. Many copywriters like to capitalize every word in their ad copies to make the text stand out.

{creative}
This is used for data tracking purposes only. If you have an in-house system to track the performance of your ad campaigns, this macro will insert the ID number of the ad that was clicked on so you can track which ads result in better leads.

{ifsearch:text}
If the click originated from the search network, the macro will insert the text after the colon in the macro. For example, you can put {ifsearch:searchclick} to tag clicks from the search network. You would of course put this in the URL field as part of the query string. For example, http://www.yourwebsite.com/landingpage.html?source={ifsearch:searchclick}

{ifcontent:text}
Same as above, but instead of the search network this will insert the text if the click originated from the content network.

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