Digital Marketing

5 Reasons Why Param Insertion Is Better Than Keyword Insertion

Digital Marketing - The Digital Essentials, Part 1
The Digital Essentials, Part 1

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shutterstock_281221427_350This is the third post in a 3-part series, so if you haven’t already read my other posts about Bing Ads param insertion, be sure to check out part 1, where I explain what it is, and part 2, where I give examples of how to use it in your ads.
You might be thinking that keyword insertion is good enough to cover any instances that you want to make your ads more specific but I warn you that there are downsides to keyword insertion that param insertion avoids. Here is my list of reasons why param insertion is way better than keyword insertion.
Misspellings: If you’re bidding on a misspelled keyword, you don’t want that specific phrase to display in your ad. Param insertion allows you to fix the spelling while still referring to the search phrase.
Keyword search is too long: With keyword insertion, you still have a backup phrase to use if the keyword search phrase is too long, however this backup phrase is general enough to be relevant to every keyword in the ad group. By using param insertion, you can automatically just specify the best phrase for that search without relying on the backup phrase.
Keyword search is something you don’t actually want to say: If someone searches on something that you don’t necessarily want to call out in your ad for whatever reason, you can choose another phrase that is still highly relevant while preventing anything negative/problematic from showing. Examples:

  • Trademarks
  • Competitor’s name
  • Inappropriate words
  • Words like “cheap,” “free,” “reviews”

Color/Size/SKU specifications: If you sell products that come in a wide variety of colors and sizes and people are always searching on those variations, you can include those in your ad text without breaking out tons of ad groups.
Keeping the party balloons theme from my past posts, you could use {Keyword:Party Balloons} in your Balloons ad group to make your ad titles relevant – OR you could use these parameter options instead. Look how much nicer they would read:
keyword vs param insertion
 
 
 
 
Zip code/Location specifications: Same as above, you can include those specific inquiries in the title without creating multiple ad groups for each.
I hope you enjoyed this 3-part series to have a better understanding of parameter insertion and can now use it in your own Bing Ads account!

About the Author

Kelsey has been in the digital marketing industry since 2010 with experience working both in-house and agency-side. Her specialty is in paid search marketing although her experience also includes search engine optimization, content marketing and social media marketing. When not in the office or relaxing at home, she can be found at the nearest volleyball court.

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