Why You Should “NOT” Use Your Keywords In PPC Ads

There’s a LOT of people teaching that in order to get a high quality score, high Click-Thru-Rate (CTR), and high conversion you MUST use the keyword you bid on in your ad’s headline and body.

Is that true?

Well, I put it to the test because I never believed it for a minute.

There’s a LOT of people teaching that in order to get a high quality score, high Click-Thru-Rate (CTR), and high conversion you MUST use the keyword you bid on in your ad’s headline and body.

Is that true?

Well, I put it to the test because I never believed it for a minute. And sure enough I now have proof that using the keyword in your ad DOESN’T necessary work in your favour at all.

Split Test #1

(click the picture below to see it properly in a new window)
ACN split test #1

Split Test #2

(click the picture below to see it properly in a new window)
ACN split test #2

Notice there’s a higher CTR in both occasions where I don’t use the keyword “acn” which I bid on. I also get a higher conversion rate and more leads at a lower cost. And there you have it boys and girls–finally the proof that you don’t need to use the keyword in your ad at all to keep Google and your user happy!

Does that mean you shouldn’t use the keyword in your ad ever?

Of course not. But you should definitely test to see if you can get a better result WITHOUT it.

The reason that there is a profound difference when i split-test the ads is that i am using an insider term that SCREAMS relevance to the searcher without it being obvious to Google. That’s what happens when I don’t use “ACN” in my ad copy.

And Google will reward you equally well with discounted click costs and high quality score because they believe the searcher’s assessment of usefulness over what the advertiser tries to tell Google.

Until next time, take care!


To learn more of Jim’s PPC advertising techniques, check out PPC Domination.

Author: Jim Yaghi

Jim Yaghi is an advertising consultant and traffic expert, with a background in Artificial Intelligence.

10 thoughts on “Why You Should “NOT” Use Your Keywords In PPC Ads”

  1. Hi Jim,

    Very good content. I'm studying PPC right now, and really digging what I'm learning from you. Thanks man.

    Eric Walker

  2. Hi Jim,
    Very good content. I'm studying PPC right now, and really digging what I'm learning from you. Thanks man.
    Eric Walker

  3. Thank you Jim,

    Just getting started with PPC and SEO; your video was very enlightening as what I am learning is backlinks are one of the prime determinants of page ranking.

    thanks again,

    David

  4. Thank you Jim,
    Just getting started with PPC and SEO; your video was very enlightening as what I am learning is backlinks are one of the prime determinants of page ranking.
    thanks again,
    David

  5. Jim, amazing content! Even more amazing that you're not charging for it!

    Truly unselfish of you to show real stats of your campaigns. Kind of dangerous, though, but just goes to show the good ones will always prevail.

    Happy New Year!

    Leo Saraceni

  6. Jim, amazing content! Even more amazing that you're not charging for it!

    Truly unselfish of you to show real stats of your campaigns. Kind of dangerous, though, but just goes to show the good ones will always prevail.

    Happy New Year!

    Leo Saraceni

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