Pay Per Click Advertising Tip #8 - Dynamic Keyword Insertion
This is a fancy little trick that can drive click-through rates up and improve your quality score. Be careful with it though…it can eat your budget up if you don’t use other strategies with it to avoid irrelevant visitors/search queries.
This is what Dynamic Keyword Insertion (DKI) looks like from the advertiser side - specific to Google AdWords most popular DKI settings (using the keyword “potato” where you would ordinarily insert your advertiser’s keyword):
every letter will be lower case
Just the first letter in the search query will be capitalized.
The First Letter Of Every Word Will Be Capitalized.
Here is a screen shot of what this will look from your account:
Why do you need to put a keyword inside the brackets?
Editorial guidelines state that the Headline is limited to a specific number of characters. Whenever a search query is performed that exceeds that limit, the keyword you insert between the brackets is the default Headline - otherwise, if the search query is within editorial guidelines, your user’s search query will be the new Headline to your ad making it more relevant to them at the moment they are searching!
My search for “ppc campaign management” returns this ad:
“ppc ad management” returns this ad:
“ppc advertising management company” returns the default ad because the search query exceeds the character limits of the ad guidelines:
Here are a couple key things to remember when using DKI with AdWords:
1. You need to insert the keywords that you want to display using DKI into the Ad Group - for example, semvironment is advertising on the specific keyword “ppc management“; if we use DKI in our ads and the ONLY keyword we have in our ad group is “ppc management”, then when somebody searches for “ppc ad management” our ad will show up with the default Headline “Ppc Management” instead of “Ppc Ad Management”.
2. Always use Dynamic Keyword Insertion with caution - mix other strategies with it so you don’t lose your wallet to irrelevant, non-converting clicks. Add a lot of negative keywords to ensure you are going to maximize the use of DKI. Also, control your bidding.
Google will display the search query (if it is within editorial guidelines) in your headline or ad text or display url.
Yahoo! is really nice about Dynamic Keyword Insertion - it is typically displayed on your ad creation page right below every text box so you can simply click it and enter the default keyword you want, then Yahoo! fills it in for you:
After clicking on that, you see a box that has this in it:
The ads in Yahoo! will display the search query as your headline or ad text - depending on where you put your dynamic keyword insertion.
As always, test every tip you can to see if they work for your industry/business!
For kicks and giggles…Ebay and Amazon use DKI and you can find some gems out there like this:
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