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Dynamic Keyword Insertion – A Great Way To Increase CTR - But It’s Not Child’s Play

Fretting over the low Click through rates? Rummaging around for the solution to your problem? Well, one of the solutions for your problem is right in front of you, Dynamic Keyword Insertion. All you need to do is make your ad more relevant to the needs and thoughts of the customers and web searchers. When your ads are made more relevant it will, in turn increase the CTR of those ads.

Proper usage of this feature can help you achieve your goals and show a visible increase in your Click through Rates.

What is this Dynamic Keyword Insertion (DKI)?
Here is a brief introduction of the solution to your problem. Dynamic Keyword Insertion is a feature that assists pay per click managers to increase the CTR for ads. This amazing tool lets you tailor your ad according to the customer’s search query.

DKI is defined as a feature that can automatically place keywords from your ad groups dynamically into pay per click ads, with the intention to be able to correspond with the search terms that are used by the searchers in their queries on a search engine. It dynamically modifies the text of the ad with matched keywords and makes the ads more relevant to the target customers. Additionally, this feature also allows you to compose unique and exclusive ads for a large variety of keywords.

For Instance
If you are advertising for your product, chronographic watches, and your Ad Group includes the keywords such as chronographic watches, classy chronographic watches and more. With this feature one can make the word chronographic watches visible when users search for the same.

What makes Dynamic Keyword Insertion tool an important one?
As specified previously, Dynamic Keyword Insertion is a feature that can make your ad campaigns more successful by enhancing your CTR. Google’s system highlights and bolds the inserted keywords of your ads which makes your ad unique and highly noticeable. This eventually leads to more clicks and an increase in click through rate.

 

It is important to note that the keywords which are more relevant to the user’s search queries are highlighted. Thus, it helps in specific targeting by enabling you to compose an ad with the text particularly targeted to the customer’s query. And when your ad reflects what’s on searcher’s mind it receives more clicks.

Some of the drawbacks of improper usage of DKI
Be very cautious when inserting the DKI code into your ads. If it is entered incorrectly, with slightest of the typos your ad can become inappropriate, irrelevant and violate AdWords Policies.

DKI is not considered very effective when combined with Broad Match type Keywords as it can make your ad highly irrelevant on most of the searches. Broad Match type Keywords have the ability to make a DKI ad unrelated on the majority of the searches because broad match keyword activates large number of inappropriate terms. Thus, the best match type to combine with this feature is the phrase & exact match types.

The important point to remember here is that the Dynamic Keyword Insertion abides by set ad limits. So, one must remember that the keyword should not be too long, causing the text of the ad to go beyond the character limit. In such cases ad’s default text will be displayed instead. This will defeat the purpose of Dynamic Keyword Insertion as the keywords in that case are not put on view.

If you happen to bid on incorrect spellings, you want to avoid using DKI ads with those keywords.

Keyword Insertion along with capitalization
To enhance the effectiveness of DKI it is important to take advantage of the ability to customize how your keywords appear within your ads. By making changes to the DKI code, you can modify the capitalization scheme of the keywords when they are integrated into the text of your ads.

For instance: Keyword luxury fashion watches triggered by search term buy fashion watches

{keyword:Fashion Watches} - With this code snippet, nothing will be capitalized.
luxury fashion watches
{Keyword:Fashion Watches} - With this code snippet, the first letter of the first word only will be capitalized. (sentence capitalization)
Luxury fashion watches
{KeyWord:Fashion Watches} - With this code snippet, the first letter of each word will be capitalized. (initial capitalization) - RECOMMENDED
Luxury Fashion Watches
{KEYWord:Fashion Watches} - With this code snippet, the entire first word and the first letter of each additional word will be capitalized.
LUXURY Fashion Watches
{KeyWORD:Fashion Watches} - With this code snippet, the first letter of the first word and the entirety of each additional word will be capitalized.
Luxury FASHION WATCHES
{KEYWORD:Fashion Watches} – With this code snippet, The first letter of each word (initial capitalization). Only technical jargon, acronyms and trademarked words can be capitalized completely.
Luxury Fashion Watches

 

When you initiate capitalization rules, you must remember that the default text will be displayed just as it has been created and remains completely unaffected by the capitalization. The headline would be read as Fashion Watches, always. Also, keep in mind to stick to the character limit by making your default text short and impactful. It is always advisable to use default text in DKI code snippet.

There are certain rules for capitalization executed by Adwords. Stringently sticking to them is very important in order to not make your efforts meaningless. The rules prohibit too much capitalization such as LUXURY FASHION WATCHES. Only technical jargon, acronyms and trademarked words can be capitalized completely.

We may be able to conclude that DKI is an efficient tool, but it may also be noticed that one must use it cautiously. Making ads relevant to the customer is the crux of the matter, but that should be done with elegance and skillfully.

The one thing that many people are unaware of is that DKI can be used not only in ad headlines but also on description lines and display URL. With the use of DKI one can differentiate their ads from the competition and enhance the Click through rate impressively.

For example: www,example.com/{KeyWord:exclusive watches}
But one must be very careful while doing so and make sure that display URL domain is same as the URL domain of destination.

 

One can try the following but will not be successful:
Exclusive-Watches.exclusiveWATCHES.com - Wrong
exclusiveWATCHES.com/exclusive-watches – Wrong

But Adwords policies require that the display URL domain is the same as the destination URL domain. And, it has been observed that people overlook this factor. Correct usage of DKI in ad headlines, display URLs and in the ad description can successfully obtain more ad clicks and attention. But remember to select keywords which are appropriate for your ad and not create a meaningless sequence as it may be rejected and termed as incorrect keyword insertion.

It has been noticed that very few advertisers are making use of this technique thus, one can easily make the best of DKI in the display URL without much of their competition trying to attain higher CTR through this technique. It is important to remember the character limit of ad display URL which is limited to 35. Simple adjustments like removing prefix www. can save some space. This technique surely needs to be arranged cautiously but can definitely benefit your ad campaign with enhanced CTR.

 

about Neha Gupta

I live in New Delhi, India. I have been working on Paid Advertisement since 2010. I am Independent Paid Advertising Consultant & Also Providing Part Time Google AdWords Training. I am a keen learner & look forward to learning new things/strategies every day at the same time I like to help others to the best of my knowledge.

Comments
psharma05
September 2012

nice writeup Neha.. very informative... Thanks Smiley Happy

compleat
September 2012

This article requires editing. It might be extremely helpful with just a little work by someone well versed in English grammar. Why not do this and become successful as an AdWords advisor?

 

PPCBossman Top Contributor
September 2012

Hi Compleat,

 

Sure, there could be some editing done for proper English grammar and that may or may not be done, but I think Neha deserves credit for her efforts and not to be criticized solely based on grammar.  The concepts discussed in this article are complete and accurate. 

 

This community is not just for US born English speakers, it's a Global English speaking community, not everything is going to be perfect, especially when English may not be the users first language, as is the case for many of the folks here.  We have lots of Global friends. Smiley Happy

 

Finally, I'd just like to say that English Grammar has very little to do with anyone's abilities to become a successful AdWords practitioner.  I happen to know that Neha is a successful AdWords manager and someone I personally reach out to with questions of my own.

 

Cheers!

 

-Tom

Anchal
September 2012

Great Post.... Smiley Happy

i love this part:
------------------------------------------------------------------------------------------------------------------
{keyword:Fashion Watches} - With this code snippet, nothing will be capitalized.
luxury fashion watches
{Keyword:Fashion Watches} - With this code snippet, the first letter of the first word only will be capitalized. (sentence capitalization)
Luxury fashion watches
{KeyWord:Fashion Watches} - With this code snippet, the first letter of each word will be capitalized. (initial capitalization) - RECOMMENDED
Luxury Fashion Watches
{KEYWord:Fashion Watches} - With this code snippet, the entire first word and the first letter of each additional word will be capitalized.
LUXURY Fashion Watches
{KeyWORD:Fashion Watches} - With this code snippet, the first letter of the first word and the entirety of each additional word will be capitalized.
Luxury FASHION WATCHES
{KEYWORD:Fashion Watches} – With this code snippet, every word will be capitalized..
LUXURY FASHION WATCHES

----------------------------------------------------------------------------------------------------

Thanks for sharing with us Neha!


 

Anchal

Sq
September 2012

Good job Neha

Sumit_Prasad
September 2012

Nice article , with great effort Neha  Smiley Happy

Keith
September 2012

Neha,

 

Can you explain me how to use the phare match keyword and exact match keyword

say for example, 

 

"fashion watch"

[fashion watch] 

 

is the above example correct?

Neha Gupta Top Contributor
September 2012

Hi Keith,

 

Your example are correct! I would recommend you this article written by TC Tom on keywords match types

 

Thanks

Neha

Vijay-SYDNEY
September 2012

Hi neha,

 

So we have to set it like this

{KeyWord:Ecommerce websites} $ 1999 ??

Initially it was like

Ecommerce websites $ 1999

 

Thanks,

Vijay

Neha Gupta Top Contributor
September 2012 - last edited September 2012

So we have to set it like this

{KeyWord:Ecommerce websites} $ 1999 ??

Initially it was like

Ecommerce websites $ 1999

 

Yes, you are correct. Just a little tweak needed. I would suggest to have W capital in websites in default text and remove space from $ 1999. It would look like:

 

{KeyWord:Ecommerce Websites} $1999

 

Additionaly, I would suggest to look at all keywords in adgroup and cross check how the adcopy look like whenever keyword will be inserted. I personally prefer to look at my keywords lists for the adgroups I am using DKI. 

 

Hope it helps!

 

Thanks

Neha

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