Jason, the owner of The University Kid, is a straight-shooting guy who publishes his matter-of-fact opinions on a wide range of topics relevant to any entrepreneur.

Recent topics of his have included  tips on succeeding as a freelancer, selling websites for income, and running a professional blog yourself.

Two thumbs up!  Check it out today.

ShareThis

For example, say you have the
following three keywords:
best hotel
“best hotel”
[best hotel]
And a display URL that reads www.BookMyHotel.com/{KeyWord:HotelSale}
If a user searches “best hotel”, he/she will see the same display URL
(www.BookMyHotel.com/besthotel) as a user who searched “find best
hotel” or “best Miami hotel” (assuming the “find best hotel” and “best
Miami hotel” are not keywords included in the account).

Although this seems like a slick trick, I don’t recommend using
keyword insertion in the display URL. If you do, be very careful that
all of the keywords in the ad group list work with this format.

Best of luck,

AdWordsPro Sarah

Despite this many presumably successful Adwords advertisers - including none other than Perry Marshall himself - are utilizing this technique. Here is one of Perry’s Adwords I found on Google:

“Beat the Adwords System”
Access 100 Million People in 10 Min
Get The Definitive Fast Start Guide
PerryMarshall.com/adwords

When I checked the destination url in Perry’s ad, it was different from his display url that is seen above, thus proving that he uses the keyword insertion feature in at least this particular ad.

Using the keyword insertion feature in the display url makes sense to me for these reasons:
1. Your ad will be more relevant. Because of this…
2. You’ll get more click-throughs - thanks to the keyword being in bold text. Which means…
3. Your ad will rank higher in the search results. Which means…
4. You’ll get even more click-throughs. And best of all…
5. Your Quality Score will improve! Now you have the opportunity to improve your ROI by lowering your bid without ending up lower in the search results than you would have ended up before utilizing the display url keyword insertion feature.

Why? Because higher click-through-rates mean you can bid less then your competitors with lower click-through-rates while maintaining comparable ranking in the search results. You see, Google rewards(or penalizes) advertisers for their click-through-rates(or lack thereof).

Bottom Line: Try using the display url keyword insertion feature - you might save some money!

ShareThis

Related posts

• How to Estimate US Search Volume for any Term (3)
• Yahoo Search Marketing $75 Credit (0)
• Why Pay Per Click Advertising is Going to Save Your Business (1)
• PPC Management Client Testimonial (0)
• PPC & Adwords Management - Improving CTR by 82%! (0)