hey everyone welcome back to the Bing ads boot camp this is the Nomad Brad in today’s lesson we’re gonna talk about an option for optimizing your campaigns and this is called testing the placeholder ads so what are we doing today well the keyword placement tool is a powerful tool that has many uses I’ll explain how it works and I’ll show you how to use it and you can feel free to get creative on how to utilize it to increase your results it really does vary from person to person business to business client to client and objective to objective so you really just want to know that this tool exists and think how could I use this for my own campaigns because it is it is very powerful and the results can vary quite quite radically but if it works it works insanely well so why can this strategy be so effective well just by the nature of what it is it can dramatically raise your CTR your click-through rate because it basically takes whatever the person’s search for and puts it directly into the ads so these search engines always looking for what they call relevance which is basically when somebody searches for something they want to serve up an ad that perfectly matches that desire and using keyword placeholders in your ad can be one of the met one of the best ways to meet that that desire because basically when somebody turns searches for something like used-car in Atlanta Georgia it takes that exact keyword and puts it into the ad so I’ll show you how to set it up in a second and we can talk a little more about that alright so here we are inside of Bing ads now when you go to create an ad I’ll show you here so we’re inside an ad group right now we’ve got our keywords whatever so we go to create ad so first you know you have your your final URL now normally this will show you what ad you’re writing this is the best product ever so this would be a normal ad you would write the headline that would be like seriously it’s amazing and then you’d be like best product click here just to get best product ever all right so this is a normal ad you are sort of responsible for coming up with ad copy and you’re and we’ll talk more about writing ads in the future but basically you know you want to serve the the needs of the people that are searching for whatever keywords are in your ad group well both AdWords and Bing have this pretty interesting tool where they will let you if you type in a I don’t know what this is called a little squiggly bracket thing it gives you these two options it says countdown so you can actually add a dynamic count down inside your ad I’ve never really used this but I’m sure for some particular types of businesses this could be the most amazing thing ever it will add a countdown timer inside your ad so if you have a like a product launch or a deadline or a coupon that’s expiring you would probably want to test this so you can see you can do you can put in a countdown in your ad which is really cool but what we’re talking about today is this keyword insertion so if you click that then you can type in basically wherever this is then when Bing serves up the ad it’s gonna take whatever whatever keyword they typed in whatever search phrase they typed in it’s gonna put it wherever you tell wherever this little keyword bracket thing is so what you might want to do is take your previous headline like this so basically Bing will say whatever keyword they search for so let’s say they search for you know how do I find the best product it will then put in how do I find the best product as the headline of your ad so it’ll take exactly what they typed and put it as the first as the first headline of your ad and you can even do this again I mean I don’t think this would be a good ad but but you could do this again so that would put the this would put whatever the key word is and then best product ever after that but so normally I take the pre the the previous thing I was using as the headline and I put it there but you’ll have to do a lot of testing on this it really gets varied results but I’ve literally seen it double or triple to click through rate on ads so it can be very very powerful we’ll talk more about the restrictions of it when I when we go back to the presentation but I just want to let you know that this option is available it’s another tool at your disposal and it can be very dramatically impactful on your campaigns and by the way you can put the keyword anywhere so you could say you could say click here to get and then put the keyword so now it will dynamically insert whatever they search whatever keyword they searched for it will put it right there in the ad so you could say click here to get keyword now I’ve mostly experimented with just this top headline section and that’s that’s where I’ve seen like really huge click-through rate boosts and it just has a lot of potential I haven’t tested it super thoroughly but I can see that with enough with enough testing this could really improve some results pretty insanely so that’s how you use the tool you just put in keyword wherever you’d want it to fill in the text like I said up here the default text it’s the word or phrase you want to appear in place of your ad if we can’t find a keyword to insert and it’s mandatory okay so it’s always going to need a default text so you always want to have like probably whatever you had is your your headline before as the default text so now if it can’t find a keyword when it shows ads which I don’t really know what that means but whatever that’s that’s something they have to do then you would put in your default text of what you would want to show in case they can’t find something better so worst-case scenario if you can’t find a keyword then this ad would read just like this it would say best product ever coolest thing best-case scenario it takes the exact keyword and then it will say the keyword here and then it will say coolest thing or in this case since there’s two keyword insertions it would say keyword – keyword which probably wouldn’t be a great ad but you know what it you know you can also put it here – you can put it anywhere in the ad you can have this little over here so it’ll say example.com slash keyword slash get it now or something you know there’s a there’s so many options I can’t really like it’s it’s really up to your creativity to use this tool so let’s get back to the presentation and I’ll kind of talk about my thoughts on how to start using the tool and some options and some limitations so we just talked about a this especially using it on the first headline place can dramatically increase click-through rate and the strategy that I recommend though I am by no means you know I haven’t by no means maxed out this strategy I’m sure people have used this much much more effectively than I have so definitely do your own experimenting with this but it’s best used when you’re scaling up in my opinion when you really want to try to reach as many people as possible you want to get as leni many leads or customers as possible this this thing I knew it was a possibility but I didn’t really start using it until Google recommended one of their top wraps recommended that I start using it on some campaigns and I’ve seen really good results and some of my campaigns and with clients as well increasing conversions as well especially in Google you know the click-through rate is really important but but with Bing you can use it to either get a lot of people or and get a huge click-through rate you know literally like close to 10 percent a lot of times because you’re literally taking exactly what they’re searching for and putting it right in the ad and it’s dynamic so you don’t actually to write out every single ad for every single ad group you can just put if you here’s here’s what we’ll talk about in the next section here but so you can get a massive CTR and you can get a lot of customers now there’s two ways to use this that I sort of know of so far one is for if you have like a lower budget and you’re trying to be conservative like we talked about a lot you know we always have an option for trying to start out with as much control and being as conservative as possible or or I would say if you’re an affiliate marketer as well you would probably you would want to stick to this strategy because on some affiliate campaigns I’ve tried this keyword tool and it can pretty quickly waste a lot of budget if you don’t use it right so here’s how you use it right especially if you have a low budget or if you’re an affiliate make sure that the ad groups that you create are really tightly controlled there are only one to ten exact or phrase match keywords and they’re really tightly about one specific topic so they’re not like you know car parts it’s you know best I don’t know anything about cars I don’t know why I said cars let’s say instead of a computer repair it says best mac book repair in Cleveland Ohio and so your ad group would be like best mac book repair Cleveland best mac book repair cleveland ohio best mac book cleveland repair those would be the kind of like really tight ad groups or one really tight ad group with just exact match and phrase matches so it’s very controlled and then you could use this keyword placement especially in headline one that’s the first place you want to test it and just see if it gets really high click-through rates and really good conversions because it’s a possibility it it’s possible that it could blow away any ads that you could possibly write I’ve seen this happen it can be insane or if you don’t have this really tight control over the ad group and the keywords it can waste money if you if you pair up the gonna talk about the snakes well yet so why yeah so if you pair up this keyword dynamic insertion thing with broad match broad match keywords it can waste a lot of money real fast because it will be getting really high click-through rates for broader and broader matched phrases so your your net will be getting spread wider and wider and because that keyword relevance is so high you’re gonna get a really high click-through rate so Bing is gonna prioritize those ads and keep spending money on those ads when really the original ads you you write if you don’t use the keyword insertion tool are probably trying to get people to do a specific thing and if you’re if you’re really broad match terms that maybe aren’t so relevant to your offer and don’t bring in customers and leads but they’re getting a really high click-through rate that’s just gonna throw off your whole strategy so I know that sounded like a little a little intense but it’s it’s this is a little more of advanced technique but also all you need to know is that if you’re gonna run this strategy on affiliates on affiliate campaigns just make sure your ad groups are really tightly controlled and you don’t have any broad match in there because broad match paired with keyword insertion can mean really high click-through rates and can dramatically start dropping your conversions you can test it but I would say test this with tightly controlled ad groups and keywords and then you’ll probably see really awesome results so that’s the way to start with a low budget or affiliate now the second strategy here is if you have a high budget if you have a higher budget let’s say you know at least $1,000 a month or a week or whatever to spend then you’re not quite as concerned and then the usefulness of the keyword insertion tool is that it saves you so much time you can put it in a campaign with broad match terms and let it and let it go wild you know and you know so you just simply want to split test this keyword insertion tool versus other ads for a long period of time and see which one comes out overall statistically so this is what Google recommended to me on a very big campaign a long-running campaign is that I start implementing these keyword tools because Google will over time have the ability to optimize you know these keyword tools and they and they created ads that had they automatically created ads for me that had one had a keyword replacement in headline one one had a keyword replacement headline to you and one had a keyword replacement in the description so it but you know if you have a bigger campaign you have a bigger budget then you’re gonna want to test as much stuff as possible as often as possible and for as long as possible so you’re a little less concerned with getting immediate ROI so you can be a little less strict about having it in a tight ad group so just just put that you know I would test those three options test one in headline one one in headline two and one in the description and see if any of them come out you know better than your control ads again if affiliates beware I just want to just want to warn you one once again this tactic while it can be powerful can also wildly affect you to lose control of your keywords if you’re putting it in with broad match keywords so I just want to warn you again this can be powerful if you use it correctly if not it can go very wrong I’ve seen that happen so make sure if you use this you’re you’re just creating those very tightly controlled ad groups so the biggest thing again a lot of the the profit activators and the strategies that are in this course are very specific and will get results I’m very confident in that however this one is just gonna it’s going to rely more on your creativity and your skill as you learn and grow and get more experience and more data but definitely try it out it can be very powerful so as always you always want to make sure you add some sort of tracking and you know that sales are coming from the keyword insertion ads and I would say methodically start with testing one of these types of ad groups in or one of these ads in each ad group especially if they’re controlled and also start with testing the keyword replacement in headline 1 because that’s the most important part of the ad it’s the most likely thing to swing a click-through rate is the first headline that has the highest chance to increase the click-through rate and conversions so that is my summary on this tactic please test it out and let me know what your results are submit email at brad at digital no matter Rockstar comm I really want to know how more people do with this tactic I I have some experience with it myself but I definitely think there’s a lot for me to learn there and a lot for for all of us to learn together so I hope this tactic works for you and brings you a lot more clicks and leads and customers and all that good stuff thanks for watching again and I will see you on the next video