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Dynamic Search Ads / Static Ads

Follower ✭ ☆ ☆
# 1
Follower ✭ ☆ ☆

Generally speaking having ad test with Dynamic Keyword Insertion does make sense a lot since it reflects  a users search query in the adtext in bold. If adgroups are tightly themed and all common best practices are taken care of are there still any instances/best practices where it still does not make sense to make use of DKI and use static test ads instead?

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Accepted by Karl (Explorer ✭ ✭ ☆)
September 2015

Re: Dynamic Search Ads / Static Ads

Top Contributor
# 9
Top Contributor

Hi Semnews,

 

Wow...lots of different perspectives here...but some are incorrect.  Let's summarize. 

 

1.  Please understand that the Search Query is NOT inserted into your ad, it is the keyword from your ad group that matches the search query.  Dynamic KEYWORD insertion not Dynamic SEARCH QUERY insertion.

 

2.  Using default text is highly recommended and will certainly aide you in still serving DKI ads when long(er) tail keywords are matched to a query that would exceed ad character limits.

 

3.  If you're careful with your ad groups/keyword selection (tight themes), you can use DKI beyond just your ad title to create some really enticing ads. Try it in your ad text, display and destination URL's too.

 

For those of you who may need to brush up on DKI and how it works, here are the relevant Help Center articles:

 

Keyword insertion definition

Using keyword insertion

 

Hope this helps!

 

-Tom

 

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’

View solution in original post

Marked as Best Answer.
Solution
Accepted by Karl (Explorer ✭ ✭ ☆)
September 2015

Re: Dynamic Search Ads / Static Ads

Explorer ✭ ✭ ☆
# 10
Explorer ✭ ✭ ☆

Just to add to the suggestions above, please ensure that you NEVER use DKI in ad groups that are targeting misspells of your keywords and competitor terms Smiley Happy

 

 

Cheers,

Nikhil 

View solution in original post

Re: Dynamic Search Ads / Static Ads

Top Contributor Alumni
# 2
Top Contributor Alumni

HI

I love DKI but in following cases DKI might be usesless

1. Long tail keywords : In this case your ad copy will be over the limits of google adwords standards and your ad wont be displayed

2. Broad Match : I only use DKI with exact match as it might produce really funny ads with broad match or even with phrase match / BMM sometimes

Regards

Nik

 

Regards, Nik
LinkedIn  |   @nikhilparachure | My Blog

Re: Dynamic Search Ads / Static Ads

[ Edited ]
Explorer ✭ ☆ ☆
# 3
Explorer ✭ ☆ ☆

If your adgroups are tightly themed it does not make too much sense.

 

but lets for instace say you are having an adgrop for couchtables

 

Your ad woould be: "Buy {keyword: tables} now"

 

So you have two keywords:

 

"white couchtables"

"black couchtables"

 

DKI makes sense here. 

 

However, in your post  AND in thenik's post seems to be a misunderstanding. NOT the query gets inserted in the ad, BUT the keyword that won the auction.

Re: Dynamic Search Ads / Static Ads

Explorer ✭ ✭ ☆
# 4
Explorer ✭ ✭ ☆

Hey Nik,

 

Nice Suggestion.....

 

Regards

-Vicky

Re: Dynamic Search Ads / Static Ads

[ Edited ]
Top Contributor
# 5
Top Contributor

Hi,

 

Apart from great reposnse u already received, i would recommned you reading thread.

 

Thanks

Neha

Neha Gupta, AdWordsTop Contributor Follow Me: My Blog | Twitter | Google+ | LinkedIn
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: Dynamic Search Ads / Static Ads

Follower ✭ ✭ ✭
# 6
Follower ✭ ✭ ✭

Hi,

 

Dynamic Keyword Insertion will replace the Ad title with Search Query. Usually the CTR will be higher for the DKI Ads How ever you will receive unecessary clicks if your adgroup is not tightly themed.

 

If your keywords are tightly themed there is no need to have DKI Ad as The ad is totally relavant to your keyword Theme. 

 

There are few disadvantages  of DKI Ads,

 

Eg : If you are selling Nokia E7 Mobile Phone only and your keyword is in Broad. If a user is searching for Accessories for E7  your ad may show with "Nokia E7 Accessories" For this you have to do a regular research on Negative keywords.

 

Hope this Helps

 

Raghu

 


Re: Dynamic Search Ads / Static Ads

Explorer ✭ ✭ ☆
# 7
Explorer ✭ ✭ ☆

Hi semnews,

 

On over niks great suggestion i want to tell you one more benfit of DKI is that when you capitalize words in your ad title your ad may be disapproved but you can use capitalization of that using DKI.

 

Have a look

 

You can modify your snippet of code to change the capitalization of the keyword when it's inserted in your ad text. The chart below illustrates our keyword insertion capitalization guidelines -- let's assume the search term "dark chocolate" triggered your ad.

                                                                                                                                                                                         

Your ad's titleHow the ad title appears to potential customersWhat part of the keyword is capitalized?
Buy {keyword:Chocolate}Buy dark chocolateNo part
Buy {Keyword:Chocolate}Buy Dark chocolateThe first letter of the first word only (sentence capitalization)
Buy {KeyWord:Chocolate}Buy Dark ChocolateThe first letter of each word (initial capitalization)
Buy {KEYWord:Chocolate}Buy DARK ChocolateThe entire first word and the first letter of each additional word
Buy {KeyWORD:Chocolate}Buy Dark CHOCOLATEThe first letter of the first word and the entirety of each additional word
Buy {KEYWORD:Chocolate}Buy Dark ChocolateThe first letter of each word (initial capitalization)

 

Hope this help !!

 

 

Regards

-Vicky

Re: Dynamic Search Ads / Static Ads

[ Edited ]
Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭

Hi semnews,

Addition to other's remark, I would reccommend you to use DKI in geo modifier keywords. Using DKI in tight theme adgroup probably increase the impressions without much increase in clicks.. so CTR might get affected.. But it works wonder for keywords with geo modifier. Even if if the searched query is long.. you have a default text to show. Good luck.

 

Cheers!

Pravu.

Marked as Best Answer.
Solution
Accepted by Karl (Explorer ✭ ✭ ☆)
September 2015

Re: Dynamic Search Ads / Static Ads

Top Contributor
# 9
Top Contributor

Hi Semnews,

 

Wow...lots of different perspectives here...but some are incorrect.  Let's summarize. 

 

1.  Please understand that the Search Query is NOT inserted into your ad, it is the keyword from your ad group that matches the search query.  Dynamic KEYWORD insertion not Dynamic SEARCH QUERY insertion.

 

2.  Using default text is highly recommended and will certainly aide you in still serving DKI ads when long(er) tail keywords are matched to a query that would exceed ad character limits.

 

3.  If you're careful with your ad groups/keyword selection (tight themes), you can use DKI beyond just your ad title to create some really enticing ads. Try it in your ad text, display and destination URL's too.

 

For those of you who may need to brush up on DKI and how it works, here are the relevant Help Center articles:

 

Keyword insertion definition

Using keyword insertion

 

Hope this helps!

 

-Tom

 

 

Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’
Marked as Best Answer.
Solution
Accepted by Karl (Explorer ✭ ✭ ☆)
September 2015

Re: Dynamic Search Ads / Static Ads

Explorer ✭ ✭ ☆
# 10
Explorer ✭ ✭ ☆

Just to add to the suggestions above, please ensure that you NEVER use DKI in ad groups that are targeting misspells of your keywords and competitor terms Smiley Happy

 

 

Cheers,

Nikhil