Using dynamic keywords in Google pay-per-click is hardly new; however, I think paid search marketers are finally starting to understand that (shocker) PPC ads need to have relevance to the user in order to generate click-throughs and, ultimately, conversions.
Back in the Wild West days of paid search, you would often see the giant shopping comparison sites (MySimon, NexTag, Shopzilla, others) as well as some of the big players (shame on you, eBay), trying to buy up every word in the English language and dynamically work each term into a templated paid search ad. The user would the be served up a totally irrelevant and often comical paid search ad (i.e. "Shopping for Kidneys? NexTag has great prices on kidneys"). Quality scores for PPC ads have changed that strategy, as has the realization by advertisers that in an increasingly competitive paid search marketplace, advertisers need to be a bit more selective with their targeted dynamic terms. The result? More relevant paid ads to the user and more qualified traffic for the advertiser.
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