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5 Ways You Can Cripple your AdWords Performance with Dynamic Keyword Insertion

White Shark Media

11 years ago

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If you want to increase the relevance of your text ads, inserting the keyword in the ad copy is the minimum that’s required.

Given the above, it would be ideal to have an ad for each keyword in our AdWords campaigns. By having an ad for each color of the most popular espadrille shoes that you sell, would be amazing in terms of ad relevancy.

To do this manually wouldn’t be an issue if it were only a question of a few keywords, but if we’re talking about hundreds or more, the story would be different and the effort generally very tedious and inefficient.

Dynamic Keyword Insertion Let’s You Automate the Process

Dynamic Keyword Insertion (DKI) is an advanced feature that can help you dynamically modify parts of your ads to include the keywords that trigger that ad in question.

However, if you do not use Dynamic Keyword Insertion correctly, you can end up having the opposite effect. Instead of attracting more users with high relevancy, you will end up detracting users (or attracting the wrong audience) because of too generic ads.

Without further ado, here are 5 ways that you should not use Dynamic Keyword Insertion and areas that you should be aware of.

1) Do Not Enter the DKI Code Wrong

You have to be very careful how you type in the code.

A wrong keystroke can make the difference between a highly-targeted ad text and simple ad spam.

Spaces: Don´t leave extra spaces as in the example below where there is an extra space before the colon. So, the DKI code was entered in as {keyword:Red} versus {keyword:Red}. That extra space before the colon makes all the difference in the world.

Brackets: Make sure that you are surrounding your keywords with brackets { } not parenthesis ( ). The advertiser below used the brackets at the beginning of the keyword but used a parenthesis at the end.

Example:

dynamic-keyword-insertion-1

Capitalization: I generally see most advertisers only capitalizing the first letter of the first word – one of the biggest problems ignored with Dynamic Keyword Insertion (DKI).

The way you capitalize on your keywords will directly affect the way the keywords are capitalized in your ad. For example:

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Tip: Confirm that there are no errors by taking the time to double-check your work.

2) Do Not Use DKI with Misspelled Keywords or Competitor Names as Keywords
Bidding on misspelled keywords is one thing, but having misspelled keywords in your ad is definitely not a good idea. Having a misspelled keyword in the headline or description will automatically hurt your credibility.

When you are using DKI with misspelled terms, those keywords are going to end up in your ads.

The same is applied to using competitor names as keywords. Don’t use Dynamic Keyword Insertion in these cases as it will more likely generate animosity towards your company than generate an ultimate profit for you.

Example:

Bidding on misspelled keywords is one thing, but having misspelled keywords in your ad is definitely not a good idea. Having a misspelled keyword in the headline or description will automatically hurt your credibility. When you are using DKI with misspelled terms, those keywords are going to end up in your ads. The same is applied to using competitor names as keywords. Don’t use Dynamic Keyword Insertion in these cases as it will more likely generate animosity towards your company than generate an ultimate profit for you. Example:

Tip: Restructure your campaign so all misspelled keywords have their own ad group if you plan on using DKI.

3) Do Not Use DKI when You are Using Broad Match Keywords

If you combine DKI with broad match keywords, the ads will be irrelevant and confusing. The goal of using DKI is to serve relevant-targeted ad text based on search queries.

It´s more difficult to control broad match keywords when an ad is served. In many cases, your ad text is going to end up with non-relevant terms.

Make sure your ad groups are structured properly for DKI so that every keyword in the ad group can appear in your ad text. Also, consider your match type. For the uninitiated, Google has a detailed guide on keyword matching options here.

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Tip: DKI is best implemented in conjunction with exact and phrase match terms. By using an exact match, you can define the keywords that will appear in your ads and tailor the ad copy so it remained relevant across multiple search queries.

4) Do Not Use DKI with One-Worded Keywords Only

I´ve seen DKI headlines in many instances only use one keyword, which results in the entire headline-only showing one word. This is a big waste of space when you have up to 25 characters to work with. These headlines often look spammy, and in most cases, do not have healthy conversion rates.

The click-through-rate (CTR) of an ad like this might be surprisingly high, but this is more due to the broadness of the ad than as a sign of high efficiency.

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Tip: Boost your headline relevance by including another keyword similar to the example above.

Keyword Headline = Buy {KeyWord:White Pants} Now!
white pants Buy White Pants Now!
white shorts Buy White Shorts Now!
white skirts Buy White Skirts Now!

 

If you cannot achieve something similar to this example, consider restructuring your campaigns into more targeted ad groups.

5) Do Not Overuse DKI
Don’t overuse it. Use dynamic text only once in your ad, ideally in your headline, where it will draw the most attention. You don´t want to end up with an ad like this.

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Clean Up Your Own Use of Dynamic Keyword Insertion

I advise you to check your own campaigns for similar mistakes. It might be time-consuming to clean up campaigns just to weed out small DKI faux pas, but it can be well worth the effort.

Have you seen any odd examples of DKI usage? Share them with the rest of us in the comments box below!

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