Dynamic Keyword Insertion is like a gun. When used responsibly, it can be a lifesaver. When used carelessly, it has the potential to shoot you in the foot (even if you’re a trained professional).
If you stick to the following five simple guidelines, however, DKI can be your best friend. Your ad is exactly what your prospect is searching for (literally), so your click-through rates jump, quality score rises, and ROI often increases.
1. Never use broad-matched keywords with DKI. Stick to phrase- or exact-matched keywords, or your ad will become a round of Mad Libs. For the uninitiated, Google has a detailed guide on keyword matching options here.
Get a Shoulder Surgery on eBay!
Pronto: Comparison Shopping for Tech, Fashion, and Kidneys.
2. Apply negative keywords liberally to buffer your ad groups from undesired searches.
Reliable Wives at Must-Have Prices.
Give the Gift of a Pet Monkey Today!
3. They can be a lucrative source of low-cost traffic, but please, for the chilren’s sake, never use misspellings in DKI ad groups.
Chilren! Dinnr's ready!
4. Don’t overuse it. Use dynamic text only once in your ad, ideally in your headline where it will draw the most attention.
Pants on the Ground, Pants on the Ground.
5. Make sure you get the formatting right. DKI keywords are formatted as “{KeyWord:Example}” for “This Example Query” or “{Keyword:Example}” for “This example query.” Usually, it’s best to have all words capitalized to draw attention to your ad, so stick with the former as a general rule. For more on formatting, Google has a detailed guide here.
Finally, a place that sells other unique queries!
If you have any questions, comments, or anything you’d like to share on this topic, please post a comment below and I’ll respond accordingly.
For more humorous cases of PPC advertising mishaps, DKI-related and otherwise, check out YourPPCSucks.com. This is one of my favorite sites, which, coincidentally, was co-founded by a fellow optimizer at Trada.
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