Adwords Dynamic Keyword Insertion

Google offers dynamic keyword insertion (DKI), an advanced Adwords feature to help advertisers automate ad text creation. Adwords dynamic keyword insertion allows you to minimize the time you spend manually creating and managing your ad groups, while targeting users with effective and relevant ads.

Adwords advertisers with large number of products can use dynamic keyword insertion to manage:

  • General ad groups with generic ads for closely related products
  • Specific individual ad groups and ads for each of those products

Using Google Adwords Dynamic Keyword Insertion

Normally, you want to show your keyword within the first line of your ad text. To use keyword insertion, place the following piece of code into your ad text:

{keyword:default text}

The keyword that triggers the ad will replace the code each time the ad appears. Dynamic keyword insertion works for ads that are triggered by Adwords broad match keywords or phrase match keywords that are different to the actual search queries.

Advanced Use of Adwords Dynamic Keyword Insertion

The use of Adwords dynamic keyword insertion code is not limited to one convention. For example, the keyword that triggers your ad is “cheap blue widget”. Use different formats of dynamic keyword insertion code to show your ad text in different capitalization:

{keyword:default text} = cheap blue widget
{Keyword:default text} = Cheap blue widget
{KeyWord:default text} = Cheap Blue Widget
{KEYWORD:default text} = CHEAP BLUE WIDGET
{KEYWord:default text} = CHEAP Blue Widget
{KeyWORD:default text} = Cheap Blue WIDGET

When Not to Use Adwords Dynamic Keyword Insertion

You should not use dynamic keyword insertion in ads that may be triggered by:

  • Keywords that are misspelled or ungrammatical phrases
  • Keywords that have non-standard abbreviations or unusual spacing

Avoid pitfalls and common mistakes when using Adwords dynamic keyword insertion, and apply professional PPC ad copy writing.

How Does Dynamic Keyword Insertion Affect Google Adwords Quality Score?

Using Adwords dynamic keyword insertion (DKI) does not directly improve your Google Adwords Quality Score. However if used properly, dynamic keyword insertion can help to improve your text ads’ click-through-rate (CTR) by making your ads more specific to users’ search queries. When CTR improves, your quality score also improves.

Comments

5 Responses to “Adwords Dynamic Keyword Insertion”

  1. uberVU - social comments on February 3rd, 2010 1:06 am

    Social comments and analytics for this post…

    This post was mentioned on Twitter by gordonchoi: PPC Blog: Adwords Dynamic Keyword Insertion – http://tinyurl.com/yb2kfwx…

  2. Alan Mitchell on February 12th, 2010 9:50 am

    Some nice tips on using DKI. I find DKI especially useful for travel and retail campaigns, which may have thousands of locations and product names.

  3. Jestep on October 5th, 2010 5:46 pm

    Late comment, but don’t use them on competitor brand names. Many times, there will be trademarked names like “Cornerstone {Insert phrase here}”. Using dynamic insertion, it’s quite easy for your ad title or url to end up being their exact company name.

    We found this one out when several of our competitors brand names were ending up in our ads, which almost ended in several lawsuits.

  4. zulika on April 27th, 2011 11:25 am

    You’ve explained DKI very nicely so anyone would understand. I’ve been using software programs like speed ppc to inset the keyword for me, but have found the {keyword:text} useful when the test is just one or two characters too long for the headline.

  5. PPC Manager on February 25th, 2012 3:14 pm

    Thanks for the post.
    You explained how to use dynamic text in Adwords better than Google does on their Adwords blog.
    Adcenter makes it easy to learn their DT, but you have done Google’s job for them here. :)
    Thanks again.

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