Adword Advertising: Dynamic Keyword Insertion

Part I   Understanding DKI

If you could convince Google to automatically insert a searcher’s keyword into your Adword advertising copy, how much would you be willing to pay? 

Imagine the value and potential profitability for your Google Adwords campaign when a searcher sees his or her keyword in your ad.  It’s almost like you read the searcher’s mind.

Here’s the cost---to you:  free, nothing, zero, nada, zilch---if you know The Secret.

How Does Adwords Ad Dynamic Keyword Insertion Work?

By now, you know that when your ad is shown it is because a keyword in your Adwords account triggered its display.

To create a Dynamic Keyword Insertion ad in your Google advertising campaign, all you need to do is to place a short piece of code (syntax) into your ad text. Then, every time the ad shows, Adwords will automatically replace the code with the keyword that triggers the ad.

The code itself is very, very simple (don’t worry if you don’t know html programming).  Here’s the syntax (code):

{keyword:default text}

The “default text” is the particular keyword that normally will be replaced with the searcher’s keyword.  The default text for an ad group is typically its ad group name. 

However, if the keyword that is to be dynamically inserted is too long and would cause the ad text to exceed the character limit allowed, the default text will be used. 

Suppose, for example, you have an Adword Ad group titled “horses” and within that group are these keywords: “palominos”, “mustangs”, “arabians”, “tennessee walking horses.” 

Now, if you create a Dynamic Insertion Keyword ad with the headline  {keyword: horses} for Sale, a search for “palominos”, “mustangs” or “arabians” will result in (1) your ad being potentially triggered and (2) the word “horses” will be replaced with one of the triggering words (“palominos”, “mustangs”, or “arabians”). 

On the other hand, a search for “tennessee walking horses” could trigger your ad but because that term is too long to fit within the 25 character limit for the title, the default keyword “horses” will be in the headline.

Incorporating the Dynamic Keyword Code into your Marketing Web Design

The dynamic insertion keyword code can be used anywhere in your ad copy: headline, ad copy, and destination URL. 

It can be used in any line of your ad copy and can be used to substitute a part or all of a line.  Indeed, it’s so flexible that your Google advertising marketing web design can use it in multiple lines (tip:  very convenient for tracking conversion rates of different keywords).

Pretty cool, right?  But understand that this is an advanced feature of Google’s Adword advertising program that needs to be used with care and under these circumstances:

• All keywords should be closely related in your ad group
• All keywords should fit interchangeably in each ad variation
• The ad should use correct grammar and punctuation, be accurate, clear, and directly relevant to what you are promoting
• No keyword insertion ad can promote adult content
• Every variation must comply with Google’s advertising policies  

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