Dynamic Keyword Insertion Explanation & Starter Guide
Dynamic keyword insertion is a feature in AdWords that inserts one of your keywords into your ad copy to match the search term that the user inputted into Google in order to trigger your ad. This helps to make your ad copy more relevant to the individual performing the search, which leads to a higher click through rate.
Using Dynamic Keyword Insertion
It is very simple to implement, and just requires a simple piece of code within your ad copy. When your ads that contain this code are shown the code is replaced with the keyword that caused the ad to display. Every single keyword within the ad group can replace the code, so it is important to only include keywords in your ad groups that make sense when using this feature.
It is also important that you use smart keyword ad grouping in order to be certain that every variation of the keyword is going to be relevant to the landing page that you send the visitor to. If you just gather a bunch of random keywords together there is a good chance that you are going to attract website traffic to your offers that isn’t targeted properly.
How to Use Dynamic Keyword Insertion
The dynamic keyword code can be placed anywhere within your text ad and you can use it multiple times in each ad as well. It can be included in the headline, both of the description lines, as well as in the display and destination URL’s. This is the code that you will need to insert into your ad to trigger the keyword insertion:
You will replace “default text” with the keyword or search term that you want to appear in your ad copy. This is what will appear when there is not a keyword to available to dynamically replace it. For example, if a keyword would exceed the character limit of your text ad the default text would be used instead. Here is an example of an ad created with dynamic keyword insertion in the ad headline:
Dynamic Keyword Insertion Tips
It is a good idea to ensure that the default text of your ad is short enough to allow all of your potential keywords to fit. If they exceed the character limit the default text will be used instead. This is fine, but the whole point is to include the keyword that triggered your ad to make it more relevant to the user.
Remember that the keyword that caused your ad to be show is displayed, not the actual search term the person typed into Google. So, if a consumer searched for “lowest priced blue widgets sale” and your ad group contained the keyword “blue widgets sale,” then your ad copy would have the “blue widgets sale” keyword inserted.
Use Dynamic Keyword Insertion in Ad Text
Here is a great explanation directly from Google:
Use Dynamic Keyword Insertion With Your Display URL
Another great explanation from Google:
DKI & Capitalization
It is possible to alter the capitalization of your keywords when they are inserted into your ads. You will need to modify the insertion code, and Google has put together a very simple to follow guide that will help you correctly alter your snippet of code to change the capitalization of your keywords when they are dynamically inserted into your ads.
Use the following information to begin testing dynamic keyword insertion in your AdWords campaign. As always, split test everything and track your conversion rates when using this feature against ad groups that don’t utilize DKI. If you are struggling with pay per click advertising and would like to receive information about our fully managed services contact us today for a free consultation and audit.