Dynamic Keyword Insertion - How It’s Best Implemented
By Sara Phelps
Dynamic keyword insertion (DKI) is a clever way for sellers to get there ad noticed in the search engines. It is used within the PPC campaigns on the search engines but mainly Google. It makes the keywords that the customer has searched for within your ad text bold, therefore making it stand out from all the rest.
It allows the seller to use multiple keywords for the same ad but only display the keywords that the customer has searched for. For example if someone searched for ‘car’ your ad would look like this,
Order Your Car Today, Get The Car You Always Wanted!
However you actually made the default ad look like this,
Order Your {KeyWord:car} Today, Get The {KeyWord:car} You Always Wanted!
Now this would be your default ad but if you have a number of cars that you are selling you could use all those keywords and it would change according to the specific keyword the customer searched for.
In other words if a customer searched for Saab your ad would look like this,
Order Your Saab Today, Get The Saab You Always Wanted!
This is a great tool if you have a number of products you need to sell such as Vauxhall, Fiat, Ferarri etc, as you don’t need to make an ad for each one you just need to list the potential keywords you want showing and the search engine takes care of it!
You can also control how your ad looks regarding which words are capitalised and which ones aren’t by following the simple steps below.
• “keyword” - This would have no capitalisation in the ad
• “Keyword” - This would make the first word have capital letters
• “KeyWord” - This would allow each word to have capital letters
• “KEYword” - This would make each letter in the first word have capital letters
• “KEYWord” - This would make every letter in the first word and the first letter of each second word have capital letters
• “KEYWORD” - This would make every letter in every word capitalised
You will see in my ad examples I have gone for each word to have a capital letter at the beginning and this is controlled by the word ‘keyword’ in your default ad.
The thing you have to remember is the keyword the customer has typed in is the word that will be bold so they are more likely to see your add and click on it. This can have a great effect on your keywords CTR as well but not necessarily your quality score.
You do have to monitor your ads closely though and make sure each of your keywords will make sense with your ad as there is nothing worse than a ad with spelling mistakes or irrelevant ads!
I know it is a lot to take in and you will probably have to read the article a few times before you fully understand it, but if you can put it in to practice, it can help you out tremendously and save you a lot of time and effort!
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