We love Keyword Insertion.
It’s a super tool for increasing Click Through Rates & Quality Score. It also enables you to avoid creating multiple adgroups for similar words and variations of words (e.g Taxi Blackrock, Taxi Monkstown, Taxi Deansgrange, Taxi Sandymount etc).
Keyword Insertion makes life much easier for internet marketers everywhere.
However, like chainsaws and dental equipment, Keyword Insertion can do more harm than good when not used correctly.
And even the big guys get it wrong.
O2ooops!
What has happened here is O2 have included their competitors name as a keyword which is perfectly reasonable and legal, but they are also using keyword insertion which is causing the competitors keyword to appear in their adtext.
Bad Buzz:
- O2 are now inadvertently advertising the Vodafone Iphone here which I’m sure is not their intention.
- Misguided clicks from Vodafone contract customers (who are unlikely to switch) will cost them money unnecessarily.
- O2 may be in breach of Google’s Irish Trademark policy.
- They look silly.
A far better strategy would be for O2 to set up a Vodafone Iphone Adgroup, which sells the benefits of the O2 deal to people searching for Vodafone Iphone.
i.e Where the keywords are Vodafone Iphone, Iphone with Vodafone etc. And the adtexts advertise the advantages of the O2 Iphone, and links to a landing page which gives details of the specific benefits of Iphone with O2 such as O2 treats, the O2 Room and more, and uses strong call to actions to encourage the user to enquire.
e.g.
Person searches “Vodaphone Iphone”
This would be the first adtext on the Google results page:
In our experience “corner turner” ads such as these have decent CTRs and pretty darn impressive conversion rates. Meaning the advertiser is winning market share from right under their competitors noses.
Machiavellian Adwords!
