3 Effective Strategies for Bing Parameter Insertion

The Digital Essentials, Part 3

Developing a robust digital strategy is both a challenge and an opportunity. Part 3 of the Digital Essentials guide series explores five of the essential technology-driven experiences customers expect, which you may be missing or not fully utilizing.

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As I discussed in my last post, parameter insertion is a great way to customize and optimize your ad copy within Bing Ads. Below, I’ve listed three of the most effective and common strategies used to optimize ad copy.
You may use your three fields in whatever way makes the most sense to you, but it’s important to make sure that whichever field you choose to use for a specific purpose that you keep that rule throughout the entire account at all times. You don’t want to confuse fields and accidently insert the wrong one into your ad. If param1 is for URLs and param2 is for ad titles, keep that strategy throughout your account.
Ad Title Insertion
This allows you to insert customized ad titles that don’t need to be the actual keyword phrase, like in the case of Keyword Insertion. Whatever you put into the param field for each keyword will become the title.
To use this strategy, make your ad title {param1:Example Backup Phrase} with the italicized portion being a backup phrase to be used whenever a keyword does not have a param1 phrase specified. The ad will display whatever phrase is in your param1 field unless it’s empty or contains something that doesn’t fit within the title guidelines. Your backup phrase will be used in those cases. Make it something general that could be used for all keywords in the ad group.
Ad Text Insertion
This allows you to insert customized phrases into the ad copy. If you have a decent amount of variation in your keywords this is a great way to keep the ad copy highly specific to the search phrase.
If you’re using both ad title insertion and ad text insertion, I would recommend not always using the same phrase in this field as you use in the ad title field because your ad may become too redundant. Instead I usually like to use a more general phrase or a variation of what they’re searching on.
For example, if you sell party balloons and the keyword phrase is pink birthday balloons for girls, I might make the title phrase Pink Balloons for Girls and the ad text phrase Birthday Balloons. This way, I’m using as many words from the search phrase as possible without being too redundant. For SKU searches, I like using the SKU in the title and the product category in the ad text.

 
 
URL Insertion
URL insertion is another way to specify different destination URLs at the keyword level. Bing Ads provides a keyword destination URL field as another option that works just fine. However, as long as you’re willing to do the initial setup, URL insertion can make mass ad updates much more efficient while allowing you to keep the specificity of your keyword-level landing pages.
Accounts that would benefit from this the most are those that do a lot of mass ad changes for promotions or seasonal updates. You’re able to create all your new ads without changing the destination URL for every ad group. Instead of having to specify a destination URL every time you write a new ad, all you have to do is put {param1} into the destination URL field. The ad will automatically pull the URL located in the keyword’s param1 field.
When using this system, you must ensure that every keyword has a destination in the param1 field. Otherwise that keyword will be inactive because neither the ad nor the keyword have a designated destination. To prevent keywords from becoming inactive due to this problem, you can add a default destination URL into the parameter like this: {param1:www.example.com}. That would help you stay efficient, but you could lose landing page relevancy if the default landing page is less relevant than the one you would have specified at an ad group level.
Conclusion
In my experience, param insertion titles make a significant impact on improving CTR. Time and time again those ads have won in my ad testing.  If you don’t want to try all the examples I’ve mentioned in this article, I strongly suggest you at least test the param insertion titles as these seem to have the most positive impact.
Be sure to check back tomorrow for my next post which will further discuss the reasons why param insertion is better than keyword insertion!