PPC Advertising Technique: Dynamic Keyword Insertion

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FACT: The more a person sees something that he thinks is uniquely made for him or is exactly what he is looking for, he is more likely to check it out.

This knowledge is made useful by Google Adwords by using Dynamic Keyword Insertion. What is Dynamic Keyword Insertion and how can we use it for our benefit? What should we steer clear of to prevent it from being a disaster? Let’s find out.

Dynamic Keyword Insertion Tips

Dynamic Keyword Insertion or DKI is a technique that allows you to actively change some parts of your ad to keywords that are typed in by a user. So whenever a user types a keyword that is included in the list of keywords you have for your ad, parts of your ad to which you assign DKI to will be changed to that keyword. Nifty, isn’t it? However, many PPC experts look at Dynamic Keyword Insertion as a double-edged sword. It is pretty handy, yes, but if used improperly, it will bring disaster to your AdWords campaigns. Here are some tips to make the most out of DKI.

1. Don’t Use Broad Match Keywords

The keywords list greatly affects your DKI. When using DKI, never use broad matched keywords because chances are you will have ads that might not make any sense and do more damage than good. Let’s use eBay as an example. EBay uses Google AdWords a lot, but not in a very smart way. Because eBay has a lot of products to offer (what with various people selling various things), they use a list of keywords that are broad matched, and a generic ad text to complete their campaign. Here is an example of the result:

eBay Dynamic Keyword Insertion Disaster


eBay Dynamic Keyword Insertion Disaster

 

 

2. Separate Ads into Proper Groups

If you have many different products, separate them into proper groups instead of using one campaign for everything. This is actually a basic technique of expert PPC professionals, to bundle like products together so ads made more sense and most of all, for better housekeeping. But if you plan to use DKI, this is a must. Keywords must be grouped according to theme and category.

3. Use Negative Keywords

Do we have to say this over and over? There are certain words you want to avoid because they are not generating leads for you, so use negative keywords to prevent your ads from showing and receiving unwanted clicks.

4. Utilize the format for DKI

Not every user capitilizes the keywords they use for search. Many PPC experts believe that capitalizing the first letter of every word in the ad helps in getting higher CTR. With Dynamic Keyword Insertion, you can use proper DKI format so that even when the user does not capitalize the keywords, your ad will automatically do it. Take note of the DKI format that can be used:

{keyword:zzzzzz} -no capital letters

{Keyword:zzzzzz} -first letter of first word is capitalized

{KeyWord:zzzzzz} -first letter of every word is capitalized

{KEYWord:zzzzzz} -first word and first letter of second word is capitalized

{KEYWORD:zzzzz} -all letters are capitalized

5. Don’t Use DKI for New Campaigns

DKI works best if you know exactly which keywords work for your ads and which don’t. Previous data can help you in this aspect. But if you are still at the data gathering stage, don’t use DKI because you are likely to get a huge wave of clicks with very low conversion rates as you have yet to find out which keywords convert for you.

As always, be careful when using tools and techniques. If you are unsure of what to do, consult a Pay Per Click Advertising professional. Or better yet, get an expert to take care of your PPC Campaigns for you.

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