Using Dynamic Keyword Insertion Properly

Most search engines have a feature called “dynamic keyword insertion”. What is this? This is a tool that lets you create more relevant ad creative by inserting the users actual search query into the ad itself. The tool can be extremely useful when used correctly.

Why is dynamic keyword insertion good? Well for one reason alone, relevancy. Relevancy is really big within paid search and DKI helps with this greatly. It actually displays the exact keyword that a user used in the search query. So if a company is selling different types of light bulbs then it is really essential to show the user the right light bulb at the right time.

So let’s say for example that the product is kitchen bulbs. The ideal scenario would be to have the ad creative display each variable of the product or keyword. So how would this be formatted?

Buy {KeyWord:Kitchen Bulbs} Online
The {KeyWord:Kitchen Bulbs} means that the actual search query will be displayed here. But if the search query is too long then this default text will be used instead.

So you can see the power of DKI when used properly. It is essential to make sure that all ad groups are structured in way so that all keywords in your ad groups can appear in the ad creative and still make sense.

DKI importantly introduces extra relevancy into your ad text and should be used for that little extra push. It shouldn’t be used in a lazy way so you don’t have to break down keywords into separate ad groups. This will defeat the object.

Adam
PPC Consultant

Listen to this podcast

No Comments

No comments yet.

RSS feed for comments on this post
TrackBack URI

Leave a comment