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Google AdWords Keyword Macros

The Keyword macros allows you to display the user’s exact search phrase in the ad text of your Google AdWords ads. It is best practice to include the keyword macro in the headline of your text ad. The reason for this is because the headline of your text ad is the clickable portion. Google AdWords also bold prints the relevant ad text to the users search query, thus making your heading bold printed as well. The user is mush more likely to click on your ad because it stands out from the rest and it is 100% relevant to his search query.

The format of the keyword macro is as follows:

{keyword:alternative headline}

Or

{KeyWord:alternative headline}

The first format will display the user exact phrase as typed in by the user. In the second format you will notice that the first and fourth character of keyword has been capitalized. This format will also display the user’s exact phrase but with every first letter of every single word capitalized. This makes your ad stand out even more. The reason for the alternative headline is because of the ad headline characters limit of 25. If the user search phrase is bigger that 25 characters the alternative headline will be displayed automatically by Google AdWords.

The main purpose of the keyword macro is to drive your CTR rating up. This is usually a shortcut way for a new user to obtain a high CTR. The CTR is an historical figure so the higher you’re CTR in the beginning the longer your CTR average stays high. This will give you the advantage of paying less for a higher ad ranking position on the Google search pages.

One of the downsides to using the keyword macro is that if the user misspells a word it will appear just like that in your headline. In other cases your ad may look relevant to irrelevant users, because of your dynamic headline. This may loose you some money in the beginning but will drive your CTR up. The keyword macros are usually only used for a sort term in the beginning of your ad campaign to get you CTR up.

5 Comments on Google AdWords Keyword Macros

5 Responses to "Google Adwords keyword Macros"

  1. Hien says:hi, just wondering if I wrote {KeyWord:alternative headline}Reply
  2. on my headline will it appear to be as “Alternative Headline” on google?. Im writting this because Ive tried to use this particular method but it doesnt seem to be working. My healine was {KeyWord:Small Business} but when I tried to typed in the keyword “running a small business”, my ad appeared as “Small Business”. Could you please advise me how to properly use this kind of methods… Thank you.
  3. November 25, 2008 at 4:42 am
  4. Alex says:My healine was {KeyWord:Small Business} but when I tried to typed in the keyword “running a small business”, my ad appeared as “Small Business”.Alex
  5. Reply
  6. The max number of characters is 25 in your search phrase, otherwise your normal keyword will display. Did you add in another space as your search is 24 characters
  7. December 6, 2008 at 6:50 am
  8. Keyword Analyzer says:Like you said, this does push up the click rate if done right. It’s best to be very careful with the surrounding text so it doesn’t come off looking odd – as you never know what keywords people may be typing in.
    The repetition of a misspelling may even work to your advantage, if it’s a genuine misspelling and not a typo.
  9. Reply
  10. June 23, 2010 at 4:54 pm
  11. Rogue Macros says:Very useful. Got to be careful with this though. COuld end up with lots of untargeted clicks. Would do a query of keywords as you get clicks to keep track on which keywords you don’t want then add them to neg keywords.
  12. Reply
  13. July 24, 2010 at 9:33 am
  14. Haroun Kola says:Use this tip to get a higher CTR rate in the beginning of a campaign and then when you’ve established a good one, remove the KeyWord macro and then start split testing your ads…
  15. Reply
  16. September 9, 2013 at 2:41 am

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