By Elmer on April 29, 2009

It is not uncommon to manage tens of thousands to hundreds of thousands or even millions of keywords in a complex paid search campaign. Therefore it is not unusual for search engine marketers to device methods to maintain the robust list of keywords, ads, landing pages, etc. Probably Google AdWords also understood the predicament and possible nightmare if managing a huge campaign has no support mechanism, so it included a feature called dynamic keyword insertion.

Definition and Overview
Dynamic keyword insertion (also known as DKI) is the process of dynamically inserting keywords used as title and description of ad copies for paid search campaigns. For example, if you sell flowers online and use the following keywords:

roses
lilies
tulips
sunflowers
carnation

You decide a default keyword to use {keyword:default keyword}, and this keyword shall be used in the ad copy. The good thing about dynamic keyword insertion is that AdWords allows ad title to be longer than required length of 25 characters when you use this feature. One requirement is that the default text remains at 25 characters or less.

You can draft an ad copy that will use these keywords,

So when someone uses “roses” as search query, the following ad will be generated for you.

Guidelines
1. Ensure that keywords in an ad group are related and all ad text combinations will be displayed without disrupting the real meaning of the ad. If I added “flower arrangements”, the ad copy doesn’t seem to provide enough meaning of what you sell.

2. While I shared the advantages of dynamic keyword insertion, it does not mean I am endorsing the use of it. In an ideal scenario, ads should be done manually. But for huge campaigns, this approach could help save time and achieve higher ad click through rates.

3. Variations on capitalization is possible. Just take note the case:

* keyword - No capitalization, all word(s) are in lower case
* Keyword - The first word is capitalized
* KeyWord - Every word is capitalized
* KEYword - Every letter in first word is capitalized
* KEYWord -Every letter in the first word AND the first letter of the second
* KEYWORD - Every letter is capitalized

In the example above, I used “keyword” all in small case letters, so the result ad title should also be displayed in small letters.

Bookmark It

Hide Sites