How to Choose the Best Ad Title for Your Ad Group

It seems to me that in most cases the ad title is the most important part of a paid search ad. It’s the first thing that’s going to grab the searcher’s attention. Typically you want something as relevant as possible to the searcher’s query while still being truthful about what they’re going to see when they click through to your site. [Meaning, don’t be misleading.] In my experience, I have found 3 ways to get the best possible ad title in use as quickly as possible. But of course, when in doubt, just test!

1. Look at search query reports to determine what searchers are specifically looking for.

Winter is settling in quite quickly here in Wisconsin, so for today’s example, let’s say you sell apparel and you have an ad group entitled Gloves. Don’t just assume that your ad group name is the best choice for your ad title. I’ve seen many instances where people think that just because you created the ad group with a certain theme in mind, that that category is the best keyword for the ad title. Not always true. If you look at your search query reports and notice that “mittens” is searched on more frequently, then that should be in your title. More specifically, if another descriptor comes in front of it like “warm mittens” or “fashion mittens” trying using those as titles to get even more relevant.

Note: Just make sure that your title isn’t so specific that it isn’t relevant to the other keywords in the group. If that’s the case, consider breaking the ad group into two.

2. Keyword Insertion

Keyword insertion allows your ad title to be customized to each individual search. Whichever keyword in your ad group the search gets matched to becomes the title. For example, if someone searches for leather gloves and it matches Schubert to your exact match keyword for [leather gloves], the title becomes Leather Gloves. If someone searches for black leather gloves and the search query matches to your broad match keyword for “leather gloves,” the keyword title will just be Leather Gloves. But if someone searches for wool mittens, which matches to your keyword for the same phrase, their ad will say Wool Mittens. This is much more relevant than seeing a standard Gloves title for every search. Your ads wholesale jerseys become much more specific which typically increases CTR.

To use keyword insertion, the format of your ad title should be {KeyWord:Leather Gloves}.

By capitalizing the K and W in “KeyWord” you tell the system that you want the first letter of every word in the phrase capitalized. The phrase leather gloves within the curly brackets is the backup keyword that you want to be used as the title in the event that the search query is too long to fit within the 25 character title limit. For more information on keyword insertion and other formatting options, look here

Note: Keep in mind that you still want ads that sound intelligent and answer the user’s query. If you have a lot of misspelled keyword phrases within your ad group, it might not be a good idea to use keyword insertion because that misspelled version will end up as your ad title. You also don’t want to use any titles for things that you don’t sell or aren’t authorized to call out. Witajcie! If you’re buying competitor’s keywords, you don’t want that phrase to show up in your title.

3. Param2 Insertion

This last one is just for Bing accounts – Param2 Insertion – the one thing Bing has that’s better than Google. Similar to keyword insertion in that each ad is customized to the search query, but instead of using the keyword phrase that the query matched to, you get to choose specifically what you want the title to be. Using the gloves example from above, let’s assume your ad group includes keywords for both men’s and women’s gloves. You see that searches for women’s gloves are much more common, but you know that you can’t change the ad title for this group to say Women’s Gloves because that turns away any of the traffic for men’s gloves. Within Bing Ads, there is a field for every keyword called Param2. Here, you can specify a specific title for each individual keyword. Your list could look something like this:

Keyword:                                     Param2:

men’s gloves                                Men’s Gloves
men’s black gloves                       Men’s Black Gloves
gloves for men black                    Men’s Black Gloves
women’s gloves                           Women’s Gloves
mittens for women                       Mittens for Women
warm gloves                                Warm Gloves

See how specific you can make the title for each individual query? And you have control over how it’s spelled and how it reads. For example, the third keyword in the list is Day gloves for men black. Using keyword insertion, this phrase would have become the title. Even though it matches the searcher’s query, it doesn’t sound very professional and a smart searcher might catch on to the fact that their exact search is being implemented into your ad. However, with param2 insertion, you can still make the title extremely relevant without making it as obvious that you’re just substituting your title for their query.

These are a few of the best ways to decide on an ad title. But as I said before, it’s always best to test. The suggestions above won’t always give you the perfect title. Each industry and category of searches might have different needs so in the end you should always TEST, TEST, TEST and choose the title that has proven to work.

Happy ad writing!

Leave a Reply

Your email address will not be published. Required fields are marked *