I found this Google ad on LinkedIn today which is an excellent example of why you shouldn’t use dynamic keyword insertion in your PPC campaigns:
TripAdvisor are obviously using the content network (either site or keyword targeted) to display their ads here but the ad title was generated from the page content where the word “Stuart” appeared on my profile page. The content network generally has a very low clickthrough rate anyway but having so little control over the ad title is likely to see this drop much further.
This looks like another one to add to the list of content network mistakes.
Kevin Gibbons is Founder/Director of Strategy at SEOptimise. Kevin is well known within the search industry as a blogger for sites such as Search Engine Land, Econsultancy and Search Engine Watch. Kevin is also a frequent SEO speaker at a number of conferences including Search Marketing Expo (SMX), Search Engine Strategies (SES), a4uexpo, SAScon and BrightonSEO.
if I could target my potential customers names in Ad headlines I would ! :) But for the most part i agree with your post.