Ad variant
From Adylitica
Ad variants are the actual ads that display, and are chosen from a pool, either randomly or dynamically by Google.
When ad variants are dynamically chosen by Google, Google looks for the highest click through rate variant and then shows that ad very frequently.
Ad variants consist of 4 lines: (and a destination landing page)
Title Line1 Line2 DisplayUrl
On search result pages, ad copy that matches the searched term will be displayed in bold. This can be eye catching and stand out from the other ads, as well as the organic search results.
Dynamic Variant Text
You can dynamically place the searched query in your ad variant by using this syntax:
{Keyword: default text}
This will display the search query instead of the default text, as long as the keyword is not too long for the allowed number of characters.
This feature can often improve CTR, given that people click things that match what they are searching for and bold text. However it should be used carefully, often it can lower the ratio of conversions per click.
Optimizing Ad Variants
- Write ads that emphasize keywords to improve CTR
- Carefully tune ad variants to keywords, the more specific, the higher the quality score.
- Choose words in all lines of the text that will match query keywords - these will be eyecatching as they display in bold.
- Keep trying new ad variations. You never know if you have found the best one.
- If an ad has a high position, lowercase the displayUrl to improve CTR, as organic search results do not have upper cased urls.
- Don't try to be 'cute' or 'creative' with your ad variants. Get to the point quickly, creative and cute ads very often have low CTR and conversion rates.
