Using Dynamic Keywords: 5 Tips

Earlier I blogged about using Dynamic Keyword Insertion for paid links. Here are five tips to maximize your return using DKI.

1)  Tighter adgroups work better.

Dynamic Keywords can help make your ads more relevant, but they can also make you look silly. Have you ever seen an ad that says something like, “Buy Abdominal Pain at Amazon.com!”? I know I have, and I doubt it performed very well.  You need to look at your keywords and make sure that they will work properly when the dynamic content is in place. It is simplest when all of the ads are on the same theme and have the same syntactical requirements.  After you launch your campaign, you can use Google’s Ad Preview tool to check your work.

2) Specify a good default.

The Ad Copy rules regarding character limitations still apply in the case of DKI. So if the dynamic ad including the dynamic search term exceeds the space alotted, the engine won’t show the ad that way. Instead it will show the fallback default option that you have supplied.  Don’t just punt here and write something that will fit.  Work the ad! Write something that fits AND sells.

3) Use case properly.

Each engine has it’s own rules for case. The help links will give you the details.  Remember to use the casing abilities you have at your disposal and test different versions.  Though the example above doesn’t include it, I’ve found that an ALL CAPS word can make a big difference in ads. Give it a try.

4) DKI is not just for titles.

Dynamic keywords are most often used in titles only.  Indeed, that’s a fine place to start.  In my experience, the titles make the biggest difference. However, I think agreement between titles and description can also make a big difference. I definitely suggest testing a version where you try a dynamic insertion in the description lines too. You can also test dynamic insertion in the display url.

5) DKI works in MSN/Yahoo too. Try “param” values in MSN/Yahoo

Not only does MSN/Yahoo Adcenter have Dynamic Keywords, it’s also has something that Adwords does not that can make your ads more relevant. That’s right, the Alliance is out ahead in this area. The feature is called “Placeholders”.  Placeholders allow to change your ads throughout your campaigns by changing parameters that are inserted in your ad.  These parameters are referenced as {param2} and {param3}.

Example: The ad text “All roses are {param2} and {param3}” could change throughout the ad campaign to:

All roses are 10% off and shipped anywhere in the country.
All roses are 25% off and shipping is free.
All roses are half-price and guaranteed fresh.

Like dynamic keywords, you can (and should) specify default copy for your placeholders. Learn more about placeholders here.

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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