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Paid Search Keyword Insertion Tricks

Double-check misspellings, verify trademark terms, and keep an eye on keyword modifiers and the order you place the terms when setting up a paid search campaign. That's the advice from Lina Nakata, who believes marketers should use "keyword insertion" to dynamically update the ad text with paid keywords that trigger ad.

Bold the keyword in the ad copy, Nakata writes. It will draw more people to the ad, which could help to increase click-through rates. High click-through rates can boost the quality score, potentially lowering the cost per click and improving return on investments.

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