Adword Advertising: Dynamic Keyword Insertion

Part II  Capitalization Rules

As discussed in Part I, Dynamic Keyword Insertion is an advanced feature of Adword advertising that, when properly incorporated into your Adwords Ad Group marketing web design, can result in a searcher’s keyword search term automatically being inserted into your ad copy.

Imagine the possibilities. . . .

Suppose, for example, you sell vintage baseball cards. Since there have been thousands and thousands of professional ball players over the years it’s obviously impossible (not to mention expensive) to: (1) write individual ads for each player whose card you have in stock and (2) tell a web searcher that you have exactly the card he or she is looking for, right?

Wrong!  

First, create an Adword Ad group (for example: Yankee) with a listing of highly relevant keywords:

Second, create an ad something like this:

Yankee Baseball Cards

Buy Yankee Baseball Cards 1933-1973

All 15-20% off  til July 31

www.Kityoung.com

Third, using Dynamic Keyword Insertion syntax, tell Google to replace the word “Yankee” with one of the players in your Ad Group when a searcher enters that name.

Sure enough, one day an avid collector wants to round out his card collection with a vintage “Babe Ruth” card, enters this search and sees this ad:

Notice that:

1.  The keyword searched (Babe Ruth) replaces the default keyword (Yankee) in the ad to the right of the search.

2.  In the ad to the right of the search results, keyword insertion resulted in the keyword (Babe Ruth) displaying in both the title (headline) and the ad copy (it's up to you where you want it).

3.  Since the substituted keyword (Babe Ruth) fits the searcher’s query, Google automatically displays the words "Babe Ruth"in bold font in the Adwords advertisement, thereby drawing attention to the match between the search and the advertiser and increasing the chances of getting a profitable click.

We recommend a different ad group for each baseball team in the example above.

DKI is almost like Google advertising manna from Heaven, isn’t it?

But, notice something else about the ad: Google capitalized the first letter of both names.  How’d it know to do this correctly in our Adword advertising copy?

Understanding Google’s Capitalization Guidelines For Dynamic Keyword Insertion

In Part I, we described the simple syntax to use in your Adwords Ad group marketing web design to take advantage of the powers of Dynamic Keyword Insertion:

{keyword:default text}= {keyword: Yankees}

Using our example above, if a searcher’s query is “babe ruth” baseball card, notice how capitalization of the word “keyword” within the syntax (code) affects the way the ad displays.

Adword Advertising Tip:   Don’t capitalize all the words like “BUY YANKEE BASEBALL CARDS” or ‘BUY BABE RUTH BASEBALL CARDS.”  Google’s advertising rules forbid excessive capitalization: “Full capitalization may only be used when the natural spelling of a word requires it, such as in acronyms, technical terms, and trademarked terms.”

Checking Your Google Advertising DKI Ads for Accuracy

Bear in mind that, though Dynamic Keyword Insertion is very powerful, failure to follow the capitalization guidelines can cause the ad to look peculiar to the reader.  For example, “Babe Ruth” could appear as “babe ruth” if you aren’t careful.

To see how your keyword insertion ad will appear to users, visit Google's Ad Preview Page  and search for a keyword in the ad's ad group.  
 

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