If you spend part of your marketing budget on pay per click ads, then you are likely always looking for a way to make them more efficient and more effective, after all, you are paying for each of those clicks, so you want to make sure you make the most of them.

Working hard on getting just the right wording and using just the right keywords is important, but if you aren’t yet making use of dynamic headlines in your AdWords ads, you are missing out on taking your PPC ads to the next level.

You will notice that whenever someone types your exact keyword or phrase into Google, Google will give you a bonus when it displays your ad, it will display that text in bold to highlight it for the viewer.

When the term is in bold, it is more eye-catching, making the visitor more likely to come check it out. What you may not know, though, is that you can make those headlines dynamic so that Google will automatically change the headline to match the search term and put it in bold for you.

To do it, simply put the following into your headline field: {KeyWord:Default Headline Text Goes Here}.

You must use the squiggly brackets as shown, and you must put KeyWord as shown to make every word in the search term appear capitalized in your headline. If you prefer lowercase, then you can use just {keyword} with no capitals.

Where it says Default Headline Text Goes Here, simply put a normal headline you would use. Since Google will only display keywords and phrases that are already in your a group, the default headline will show up when it has nothing else to display.

This technique will exponentially increase your clickthroughs and conversion rates, and once you see how well it works, you will never go back to the old way of manual, static headlines again!