Advanced Pay Per Click (PPC) Certification Program

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Creating Compelling Ad Copy, Part 2: Trademarks and Dynamic Insertion Tutorial

2.3 Trademarks

So in this section, we're going to look at Trademarks. And how trademarks act for most paid search accounts. Now please note, this is not legal advice. All we're looking at are the overall policies of how engines work. You can still be within the policy of an engine and get sued. So please note, we're going to look at how engines handle things, not necessarily what all the laws are. However, when we look at laws for trademarks in the United States, and please note the trademark laws do vary by country. You can use a trademark in what's called Fair Use, if you're identifying the owner of the trademark or describing your own products. So for instance, on a comparison. Mercedes can say they're higher rated than BMW according to some J.D. Power Associates study because they're using BMW to identify the owner of the trademark. When Mercedes says we're higher rated than BMW, they're not confusing the customer they are BMW, they're just saying, well, BMW is this other company that owns this trademark. If you look at a newspaper ad, Best Buy can say they sell Apple iPods in the ad because the owner of the trademark is being identified. So again Best Buy's not saying we're Apple, Best Buy is just saying in their newspaper ad, that we sell a product and here's the owner of the trademark of this product we sell. Whenever you see things like Powered by Intel or Bose iPod Deck, these are just describing the products and components of the products.

2.4 Are You Infringing?

So there's often something called the sniff test to see if you think your use of the trademark would be confusing to the customer. So in this first add, Official Apple Store. Buy the iPod Touch and gain access to the app store, but it's not Apple's website. It's the fact that official Apple stores being stated in the ad doesn't go to Apple's website, that's confusing the customer that's not past trademarks. The second ad copy, Best Buy shopping, buy the iPod Touch and gain access to the app store, All they're saying is we sell the iPod touch. Therefore, it's not confusing to customers. So this went round and round the courts for quite a while. And then finally in 2004, a judge agreed with Google that showing ads on a trademark search does not confuse the customer. So you can use a trademark as a keyword in most countries. Putting a trademark in the ad itself is a little different. Just remember, you can always sue another company or search engine even if you were approved by their policy. So after a few legal cases and especially that Google versus Geico lawsuit, led Google down the path where they thought that they were on good firm legal group to institute a policy in multiple countries. So in 2008 in US, UK, Ireland and Canada, you could trigger an ad on any keyword. However, if that trademark holder had filed a request with Google saying, please don't use this in ads, then you couldn't use the trademark in an ad, you could still use it as a keyword. So the first big change was trademarks rely on the use of keywords in many, many more countries. And what we're talking about Google here right now, ad center has fairly similar policies, but please note there are countries where you can't use keywords as trademarks. If you're advertising in the US, Canada, UK, Ireland, you can use any keyword you want to. The real question with trademark is can you put it in the ad copy itself? Now in some countries, you still can't use a trademark even as a keyword. So you should look at your country policies. Then in 2009, Google made a really big change to trademarks that some of the engines have started to follow in the years that past that. But you could use a trademark in a ad text, if you use it in a descriptive manner. Now please note this is not groundbreaking. You can always use a word in its descriptive manner, what's known as a dictionary based usage. So if you sell apples, because you're an orchard farmer, you can always use the word apple in your ad copy. It's the dictionary usage of the word. However, Google went beyond that common sense one and said, if you sell or resell the goods or products related to the trademark, such as the Best Buy newspaper example. If you sell replacement parts or compatible parts to trademark or informational sites, then you could use the trademark in ad copy, anyway. But only on US Google owned pages at that point in time.

2.5 Submitting Trademarked Ads

So what happens when you add a trademark in an ad copy, often you see an exception request. So if you're just doing one trademark at a time, then go ahead and write the ad's interface. If you're doing a lot of ads with trademarks in them and you have rights to use the trademarks, use one of the bulk programs such as the AdWords Editor. Microsoft has an Excel editor as well, and we'll look at those in future modules. You can bulk list all your trademarked terms at once. Makes it so much quicker for you. And then you can see trademarks in ads. Now this is only if you sell the product, fix the product on an informational site. Now the biggest issue though with Google and Microsoft is if you don't have a rep, you might see ads are under review for quite a long time. So in cases like that, you may want to talk to your rep or submit through the engines, requests to have an ad approved. Once it is approved, often you see is limited status underneath the ad copy. All the limited status means is that it only goes live on certain pages due to the ruling. That's all it really means. However, that means these ads are only being shown on sites owned by that particular engine. So they're partner sites. Some partners want to take that legal risk. Therefore, if you have an ad in an ad group that's using a trademark, you want to use two ad copies. One with the trademark that can be displayed on the sites the engine owns. One without the trademark, which would be shown on their partner sites. So for instance,, are powered by Google AdWords. Ask and AOL don't necessarily show trademark based ad copy. So you want one ad with a trademark that can go live on, one ad without the trademark that will go live on some of their partners.

2.6 Keyword Level Destination URLs

Now we'll talk about destination URLs in more depth in our next module, however, you can have a URL where the consumer goes at the ad copy level or the keyword level. If you put it every keyword with their own URL, it may take a long time for ad approval. As they will look at every single URL and landing page combination. In a few moments we're going to look at dynamic keyword insertion, which is a way to automatically put keywords into your ads. Dynamic keyword insertion often is disabled with trademarks as well. So just note if it's taking a long time to see ads approved that are using trademarks, there may be other reasons.

2.7 Microsoft adCenter & Facebook

So Microsoft does follow fairly similar rules as Google. They sometimes allow comparison ads, where Google does not allow trademarks in ads that are purely comparison. Facebook is still evolving policies and they seem to be changing their policies based upon the person reviewing their ads. Their language is still fairly ambiguous. So once you start advertising for awhile, you'll eventually run into a trademark issue. If it's a dictionary usage of the word and the exception request which every engine has a way to follow exception request. Just say we're using the word in the dictionary usage. That should pass your, the approval issues. If you're using it because you have legal rights to the word, put that in there. A trademark owner can give another account access to use a trademark word. If you're using it in a non-confusing manner that the engines are allowing. Just put that information into the exception request then you can have ads that will use trademarks in them within the engine policies. Just make sure if you're going to use trademarks in your ad copies and you're not the owner of the trademark. You talk within your own company first, your legal team. Make sure you feel you're on solid ground, where the engines are on solid ground before you do so.

2.8 Dynamic Keyword Insertion

So there's one last aspect to our creating ad copy that can really speed up getting those keywords into ads and making your ads seem relevant all the time. It's something called Dynamic Keyword Insertion. It's a technique that allows you to input keywords from your ad group right into the ad copy. So this is great, if you have a large list of product numbers, and you can't write an ad for every part number. You have long long list of keywords and very little time. It's a time saving method of creating ads, but be careful. DKI ads are rarely the best ads you could write, DKIs good to test, would type that as better. The static ads you wrote, or inserting a word into the ad copy. But be careful, we saw some ads earlier, they all looked very similar. In that case, it's often either lazy ad copy writing, or dynamic keyword insertion. Now dynamic keyword insertion was originally a tool Google launched and it was undocumented, and mostly used for their internal usage. But advertisers free up the system and started calling it dynamic keyword insertion. It's a term that sort of stuck over time. When Google officially launched their files for this, for this technique, they called it keyword insertion. Now Microsoft Ad Center has something similar, but they call it params. Other places you may hear it called it insert. Regardless of if you hear DKI, dynamic keyword insertion, keyword insertion, params, inserts It all means the same thing. Here we're going to call it DKI as we've used this technique before it was even known by most people outside of Google.

2.9 How DKI Works

So the way this works. So a searcher goes to an engine and they type in the query. The engine looks through your keywords and says, well what keyword would cause us to show an ad, based upon the searcher's query? And then your standard ad displays. Another way dynamic keyword insertion works is Google looks and says okay, they searched for Verizon cell phone plan. Oh, you have that keyword, that's the one we're going to trail this off of. So now, let's take part of that ad copy and automatically change that part of ad copy to include the word from your keyword list. So this is great, automatically change ad copies on the fly, based upon the user's query and what it's matching in your list. So the way this works is slightly different in Adwords versus Microsoft Bing. However as you start with an Adwords account we'll look through it in Adwords. To understand how it works in Adwords. And then you can easily translate it to Bing. So you'll write it in ad copy as normal. Then you'll choose a part of your ad where you want to insert the keyword. And you put it in a brace, which is a squiggly bracket. Then you write the word KeyWord. This is where it's confusing. It's just the word KeyWord. It has nothing to do with your keyword list. Write a colon. What would show up if the keyword cannot be inserted? And then close the DKI section with another brace. On Google, your headline is 25 characters. So in this in ad copy, our headline is Buy space KeyWord insertion. So 25 character line, buy and space are four characters. That leaves 21 characters available. For key word insertion. If the keyword were 40 characters long it can't be inserted. So what's between the colon and the brace is what is shown in your ad, if the keyword cannot be inserted due to length issues or trademark issues. So if you have an ad copy like this and don't use dynamic keyword insertion three times. That is for sample purposes. Let's say someone searched for, blue coffee mug, and you have the keyword Blue coffee mug inside your account. So, now, the engine looks through and says, all right. You're using dynamic keyword search and in these three places, let's change the ad copy, not just from coffee mugs, which is our backup text, but to the actual keyword. Now if you notice and look closely, you'll see the casing is different by each headline. In fact the way we wrote the word keyword in the top ad copy is also different. One place it's a capital K and capital W. Another it's a lower case. The third line it's a capital K in the word keyword. The rest is lower case.

2.10 Formatting Determines the Case

So why does this matter? Because the secret sauce keyword insertion is in the casing. Now this is not how your keywords are written within in an ad group. It's only how your ad text is crafted. There's often a different CTR, just by changing the casing. So often, Title Casing does work pretty well. But commonly in an older demographic, or a serious B2B demographic, you'll see sentence casing works well. There are times you just want to continue a sentence with your keywords. In that case, lower case works well. For younger demographics, title casing often works well, because it's like you're screaming at them. So now when we think back to the earlier example, NYC real estate, where NYC was not capitalized correctly. Odds are it's not that the advertisers couldn't spell NYC in the correct uppercase characters. It's that they were using that keyword insertion. Keyword insertion does not support acronyms well. So in cases where using acronyms, then it's best not to use DKI. Now even if you use DKI, your ad still must meet editorial approval. But, when you use it, be aware of your ads. Never ever use dynamic keyword insertion in single keyword ad groups. In cases like this, the consumer has no good reason even to start looking at these ads, because the ads are pretty boring from headline standpoints. But also be aware of your competitor's ads. If everyone's using dynamic keyword insertion, it loses its effectiveness. So always be aware of how well your ad will stand out from the crowd. And cases where you want to use it. But the headlines are all similar. Try it in description line one, or description line two. It will still get bolded, it will still draw attention to the ad copy. It's definitely most affective as a technique for writing ads for longer tail words. Words that are three, four, five words in length. because now your ad is always specific to the search query. However, five word phrase is often 30+ characters, therefore it would never fit in the headline. It'd only fit in description line one or description line two.

2.11 Ad Preview

Now the issue is if you live in one city, and you're running ads for a different city, how do you know what the ads look like in all these locations? So Google has a tool, and so does Microsoft, that are known as ad preview tools. Where you can see what search results look like for different geographies, different domains, different languages. So it's a good place to preview ads, to make sure your ad's standing out in different areas.

2.12 DKI Will Not Magically Fix Everything

Just remember, DKI is a tool. Like any tool, it can be used improperly or used to solve a problem. It's not magical, it won't fix all your problems. However, when used correctly, it can help increase click-through rates and the relevancy of your ads. Just always be aware of the other ads and always measure results. Only then will you know if dynamic keyword insertion is really helping you reach your marketing goals.

2.13 Where Should You Send Traffic?

So once you write your ads, you looked at your competitor's ads, you looked at your strengths and weaknesses. You made a list of your benefits and features, your competitors' benefits and features, you found places they were weak and you were strong and you wrote some ads and put them into accounts. The last step is choosing where on your website you want to send the traffic to. So we'll cover this in a landing page module but for now, when you first right your ads, the rule you should think about is you should send traffic to the furthest, most logical page in the buying cycle for that keyword. Or a page that answers the question asked by someone doing a search for that keyword. Or a page you created specifically for that ad copy. Rarely, rarely, is the home page the best place to send the traffic. If you send someone to a page in your site, and the first thing they need to do is search again, you need a new landing page. The page the consumer arrives on should tell them the answer to their search query or have instructions on how to get the answer such as "call us" or "ad this product to your shopping cart." Searchers want to know what's going to happen after they click on an ad. So the display URL communicates that to the searcher. So display URL is marketing copy. The destination URL is where they go on your website. So your ad's job is to get the click and set the proper expectation, that's your ad's job. Your landing page, which is your destination URL, is to convert them. So when you write ads, use USPs, use benefits. Be aware of the buying cycle. And you write compelling ads and you test ads. Then you'll start getting traffic, you'll start getting clicks, you'll start accumulating metrics. Next question we'll look through, where does the searcher go next on my website so I can convert them properly? Once the ad has completed its job of delivering someone whose looking for an answer to your website.

  • Disclaimer
  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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