Google AdWords: Dynamic Keyword Insertion

Posted on Juni 20th, 2008 von Matthias Kastner

google-adwords.jpgMittels Dynamic Keyword Insertion wird in Google Adwords-Anzeigen automatisch das Suchwort im Anzeigentext angezeigt, mit welchem der User gesucht und eine Anzeige ausgelöst hat.

Hintergrund und Vorteil
Anzeigentexte, die den Suchbegriff enthalten, weisen in der Regel besonders hohe Klickraten auf. Um nun nicht für jedes einzelne Keyword eine eigene Anzeigengruppe erstellen zu müssen, können Dynamic Keywords eingesetzt werden. Mit einer Art Platzhalter-Befehl werden in einem einzigen Anzeigentext verschiedenste Keywords positioniert und bei Auslösen der Anzeige automatisch eingeblendet.

Der Platzhalter-Befehl lautet: {Keyword:Keyword-Alternative}

Beispiel
OTTO schaltet Anzeigen bei Marken für Damenunterwäsche. Wird über Google z.B. nach „Skiny“ und „Sloggi“ gesucht, erscheint der gleiche Anzeigentext mit dem jeweils gesuchten Keyword:


skiny-otto.jpg

sloggi-otto.jpg

Bei Broad Match („Weitgehend passende Keywords“) könnte diese Anzeige sogar dann eingeblendet werden, wenn jemand nach „Skinny“ oder „Slogy“ sucht, also wenn die Rechtschreibung nicht korrekt ist.

Keyword-Alternative?
Diese wird dann angezeigt, wenn die Einblendung eines hinterlegten Suchwortes die maximale Zeichenanzahl im „Anzeigentitel“ (25 Zeichen), in der „Textzeile 1“ oder „Textzeile 2“ (jeweils 35 Zeichen) überschreiten würde. Auf das OTTO-Beispiel bezogen könnte die Keyword-Alternative bei z.B. “Sloggy-Unterwäsche” (wären 27 von 25 Zeichen im Anzeigentitel) „Unterwäsche“ lauten. So würde der Aufbau der beschriebenen AdWords-Anzeige bei OTTO wie folgt aussehen:

Anzeigentitel: {Keyword:Unterwäsche}

Textzeile 1: Top-Marken zu Spitzenpreisen.

Textzeile 2: Jetzt bei OTTO bestellen!

Hinweis: Bei Content-bezogenen Adsense-Anzeigen wird prinzipiell nur die Keyword-Alternative ausgegeben, da hier keine konkrete Suchanfrage vorausgeht sondern Anzeigen allein auf Grundlage des jeweiligen (Adsense-Partner-) Contents ausgelöst werden.

Weiter hilfreiche Infos auf: www.seo-muenchen.de

Filed under: SEM und SEO, Google

4 Responses to “Google AdWords: Dynamic Keyword Insertion”

  1. felix, on Juli 11th, 2008 at 14:56 Said:

    verstehst auch du :)

  2. Tobias | Informationsprodukte, on Juni 5th, 2009 at 09:52 Said:

    Irgendwie werden seit kurzem manche Überschriften mit mehr als 25 Zeichen ausgeliefert. Habe bis zu 30 Zeichen gesehen bei z.b. “treppenschutzgitter”. Hat das was mit Keyword Insertion zu tun?!?

    Grüße Tobias

  3. Klaus, on August 24th, 2009 at 00:14 Said:

    Wenn jetzt jemand nach “Skinny” sucht, wird dann “Skiny” eingeblendet oder “Skinny” ???

  4. Matthias Kastner, on August 24th, 2009 at 18:17 Said:

    Google übernimmt exakt die Keywords in den Anzeigentext, nach denen gesucht wurde. In dem von Dir genannten Beispiel (Broad Match vorausgesetzt) also “Skinny”.

Leave a Reply

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