Dynamic Keyword Insertion Intro

Here’s a Quick Tip to help you get more out of your CPC ads.

Do you know what Dynamic Keyword Insertion (DKI) is?  If you do Cost Per Click (CPC) advertising, you should.  Dynamic Keyword Insertion allows you to insert the individual keyterm that triggered your ad into your text ad creative.  I’ve used dynamic keywords many times in Adwords and AdCenter campaigns and I can tell you that, in my experience, Dynamic Keywords DO generally improve your clickthrough rates. However, they are not a silver bullet and you need to know the details of how Dynamic Keywords work in order to get the most out of the functionality. This article is broken into two parts: this basic Overview of Dynamic Keyword Insertion and 5 Tips to Remember when Using Dynamic Keywords  Overview of Dynamic Keyword Insertion (DKI)

Dynamic Keyword Insertion allows you to display a different ad for each person based on what they searched. Specifically, it allows you to include the keyterm from the search in your text ad. This can be helpful if you have adgroups with many different keywords (or keyphrases) that are similar and will work when inserted into your ad dynamically. Done well,  the usage of the keyterm related to the search makes your ad more relevant to the searcher, i.e. “a better match”, and it will garner your ad more clicks (higher clickthrough rates).

Here’s an example. Imagine that you have a store that sells handles and knobs, including doorknobs.  You have an adgroup with keyterms for doorknobs, e.g. Glass Doorknobs, Chrome Doorknobs, Cherry Doorknobs, Bronze Doorknobs, etc.
If you wrote a single ad for the adgroup in the typical way, someone searching for “glass doorknobs” would see:

Doorknobs
100s of knobs to choose from. Free Shipping.

Using DKI, you could write an ad like this:

Buy {KeyWord:Doorknobs Here}
100s of {keyword:doorknobs} in stock. Free Shipping!

Now the customer looking for “glass doorknobs”, would see:

Buy Glass Doorknobs
100s of glass doorknobs in stock. Free Shipping!

Is that better? I think so (but I’d be sure to test!).

So, how do you do it? Basically, you have to put some code-like language within curly braces.  Of course, the engines each have their own requirements and using the exact syntax is important.

Here are the help pages you need:

Google Adwords
Microsoft/Yahoo AdCenter

Next up: 5 Tips to Remember when Using Dynamic Keywords  Overview of Dynamic Keyword Insertion (DKI)

Eric Winter is VP of Internet Strategy at Timberline Interactive. Eric is a 15 year Internet Marketing veteran with deep experience in SEO, Paid Search, Affiliate Programs, Email Marketing, Website Testing and Analytics.

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