Dynamic keyword insertion: How do do it right

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If you want to get to the next level, consider dynamic keyword insertion. Find out more about dynamic ad varieties and how to successfully use them to design more effective and personalized ads.


If I were to look back on the last 17 years I would confidently argue that AdWords did not change drastically. Moreover, I’m not the weekend user, I’m one of those that lives and breathes PPC advertising and SEO.

You might challenge me saying that AdWords just recently added quite a few features such as extended display reporting and Google ads. That’s true, but progress always means creating features that make the job easier not harder. All of the above mentioned features took more time to learn and to implement. The only significant breakthrough came with the launch, in 2013, of the dynamic feature set.

Let’s be honest from the start: the dynamic features and ad sets help by significantly reducing the time spent on the manual process of setting up an AdWords campaign. Initially, almost no one figured the correct use of Dynamic Marketing and Search. However, at this point, they are the ones that do all the work related to customized ads.This article focuses on showing you how to implement the dynamic features in AdWords in order to get more relevant clicks and sales traffic.  Take a look below at the subjects I’ll be covering:

  • How to use Dynamic keyword insertion to speak your audience’s language
  • Why it is crucial to use location extension with Dynamic keyword insertion


Dynamic Keyword Insertion


Professional advertisers know the One-Per Rule or SKAG method of search campaign setup. Here’s a short recapitulation: one creates only one keyword per ad group. Then adapts the ad text specifically to that one keyword. Some of the advantages: it’s, up until now, the easiest path to a perfect Quality Score and generates a fully personalized ad for the customer’s future search term.


However, the disadvantages are even greater. I don’t a single person that can segment accounts into separate campaigns, ad groups and landing pages, and remain sane.


But there’s a solution. Dynamic keyword insertion enables one to design a “fill in the blank” field, in the ad, where the future customer’s search term will be bolded. The results are nothing short of fantastic. It will show the “Leather-La-Z-Boy” for those interested in leather and “Cheap, Comfortable La-Z-Boy” for those that need a little comfort in their lives.


Be careful and don’t use Dynamic Keyword Insertion:

  • for competitor bidding campaigns. You can never use a competitor’s name (keyword) in the ad text
  • without taking into consideration all the possible taxonomies and without a careful proofreading. I strongly recommend to use the ad preview tool to be sure that the ad flows logically
  • if you did not test results. In addition, please do remember long-tail keyword searches. One useful method to avoid them is to limit the DKI to exact match


Final thought: I cannot stress enough how important it is to test the target keywords with the ad preview tool. In this way you will also find out how your ad appears once you launch the campaign.


Dynamic Location Insertion


There are some extremely capable ad words masters out there. They can bulk modify broad match modified keywords, have extensive knowledge of DKI’s and compile a negative keyword list.


And there’s us, those that are still looking for the recipe for success. And, for us there’s the AdWords ad customizer.


Learn to properly use it and it will help save you lots of time. In the right context, the ad customizer dynamic location insertion will tailor an ad for a specific audience and substantially increase its relevance.


By this time you should know that none of the specifically targeted emails that you receive (Hello, Jordan, follow this link to receive you free cinema ticket) are the product of Google’s reactive ad capabilities. You get the personalized message because companies use merge tags or variables that represent a variety of predetermined values.


In a similar way, dynamic location insertion updates and adapts your search. In addition, it displays the ad text to the targeted audience. Please note that unlike DKI’s, customer ads are pretty straightforward to control an use.


You should know by now that you can customize your Title, URL and Description according to the location of those performing the search. Furthermore, when using dynamic keyword location you can match, on the spot, a local message to a particular ZIP code, area code or even a city.


Additional Features:

  • You can create, towards the end of a sale, a reactive countdown
  • You can adapt and offer different sales or ads depending on the week or month of the year
  • Depending on the searched keywords you can see and adjust stock levels

Remember: To be sure of the quality of your ads, always use the ad preview tool.

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