Jennifer Slegg - Search Engine Marketing Consultant |

While most people use dynamic keyword insertion in their Google AdWords campaigns for ease of use and customization when using large lists of keywords or to use for tracking purposes, most people don’t realize they can also use dynamic keyword insertion in their display URLs to increase clickthroughs as well.

First, let’s look at the display URL and how it works. This is the URL that AdWords displays when your ad shows up in the Google search results or when displaying on the search or content network. And as per AdWords requirements, this display URL must match the destination URL…. however, what most people don’t realize is that they don’t need to match exactly.
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Branding with pay per click ads is one of those hard things to track. When you are branding, you are not necessarily looking for clicks or conversions, although those can be seen as an added bonus. As a result, traditional methods of creating and tracking ad campaigns, as you would for regular keyword targeted campaigns, are thrown out the window when you are using pay per click strictly for the branding aspect.

With branding, it is all about getting your brand out there to be seen by as many eyeballs as possible… while paying the least amount possible. And if you are doing it correctly, your brand becomes known and easily recognizable within your market area, even if there is not the corresponding ad clicks to your site… something that tends to make some advertising execs very nervous. But in reality, it is not that much different from advertising through magazines where you have lots of eyeballs for branding potential, even if they don’t end up going to the URL listed in the ad.

Why brand with pay per click? First, if you do it correctly, you can get those eyeballs for a relatively cheap amount when you compare it to the pricing with regular keyword targeting. And if you have a recognizable logo – or one you want to be recognizable – you can also explore using image and video ads to compliment your branding campaign. But branding with pay per click, and particularly Google AdWords, is something that many pay per click advertisers overlook when considering their marketing efforts. However, following these steps will show how to easily start a branding campaign while spending the least amount possible on it.

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