Writing Ads
Yahoo! Search Marketing > Yahoo! Search Marketing Help > Sponsored Search > Managing Your Account
| Learn about: | Working with Ads | The Ad Editorial Guidelines | Creating Your Ad | Ad Quality and Quality Index | Insert Keyword, ALT Text / Default Text, Custom URLs | Ad Testing and Optimization | Related Resources |
Insert Keyword, ALT Text / Default Text, Custom URLs
The insert keyword feature is designed to save you time and help increase the relevance and click-through rates of your ads. It uses a “keyword placeholder” to dynamically insert the user’s search query into your ad’s title and/or description when it is displayed. You can use insert keyword when you create an ad, or you can edit an ad so that it uses this feature.
Using insert keyword also provides you with the opportunity to specify alternate text that can display in your ad. Alternate text may be used to display text that is shorter than the actual keyword, create readable or grammatically correct text, display text with the correct capitalization, or substitute more descriptive text than the actual keyword.
The following is an example of how the insert keyword feature might alter your ad to a user’s specific search query:
User’s search query: “Brand A DVD player”
Without Insert Keyword
With Insert Keyword
Using this feature can make your ads more appealing to users and may increase your ads’ click-through rates.
Learn more about inserting keywords into ads and using default text.
If you use the Insert Keyword feature in an ad in this keyword's ad group, you can use alternate text to replace the keyword when the ad is displayed – as long as the alternate text doesn't cause the title or description to exceed the length allowed. If the alternate text causes the title or description to exceed the maximum length, the default text (which you specify when you use the Insert Keyword feature) is displayed.
Learn more about using alternate text.
Custom Destination URLs
You can associate individual keywords with custom pages on your site.
Check the Use a custom destination URL for this keyword box in the Ads
panel of the Keyword Details page, to display a box for entering a URL
for that individual keyword. This URL will override any destination URL
set at the ad group level for that keyword only. All other keywords in
the ad group without a custom destination URL will use the URL
specified when creating your ad.