Ever wondered how an ad sometimes offers exactly the super-specific obscure item that you searched on google? Well, this happens when the advertiser is using a strategy called Dynamic Keyword Insertion(DKI).
DKI lets you customize your ad to match a user’s search query. This lets you meet the customer’s intent exactly as it creates specific and highly targeted ads based on the user’s search query.
Why Do We Need DKI:
Since the search result in the form of the ad appears with an exact match with the search query, not only does this draw your eye to the ad with your exact search phrase, but it also gives you a better user experience as you’ve found exactly what you’re looking for.
How Does It work
How Does It work
To Implement DKI, the advertiser can create a generic ad that contains the dynamic keyword insertion formula. When Google displays this ad, it will replace the keyword that triggered the auction for the formula in the ad.
Example: if we implement the ad text as above and the ad triggered by the search term “german chocolate cupcakes,” this ad would be displayed:
There is a bit of controversy among PPC experts as to how good is DKI strategy for your account performance. According to research, DKI is a good but not a great strategy for PPC advertisers. The research shows that ads with DKI can be relatively successful, but the majority of the Top Ads do not include DKI. Instead, these Top Ads appear in ad groups that are highly targeted with custom-written ad text.
Important Things to remember
1. Careful of long-tail keywords:
You must be very careful if you have long keywords for your ad group. If the length exceeds the character limit of google ads, in search, your substitute text will be displayed instead. DKI fails in these scenarios.
2. Don’t get greedy:
Although Google permits implementing DKI in any line of ad text, most advertisers only use it in the headline of their ad text. In an effort to create hyper-custom messaging, some advertisers like to use DKI multiple times in one ad. This is a dangerous practice, as it can result in repetitive, spammy ads.
3. Cross-check the keyword bidding list:
You have to make sure that every keyword that you use is pertinent to your offering. Validate this thoroughly while you are reviewing your keyword list. If you feel that you cannot offer to the intent of the user behind a search word, do not bid for that word.
4. Using the wrong DKI code:
Use the correct formula: {KeyWord: Substitute Text} to make sure that the DKI functions properly. If the formula is incorrect Google will not swap the keyword and you will be left with a nonsensical title. Other common coding mishaps are using brackets [], rather than braces {} or adding a space between Keyword and the colon.
5. Displaying misspelled keywords:
You can bid on misspelled keywords. In fact, according to research, we must use this, as they can sometimes be cheaper and less competitive than the actual terms. However, you should validate and should never include misspelled keywords in ad groups with DKI ads, as the misspelled keyword could appear within the ad text. This results in a terrible first impression and may discourage searchers from clicking on the ad.
6.Violating Google’s Policy:
Google restricts the use of trademarked terms in ad copy, even though anything is fair when it comes to setting trademark terms as keywords. Advertisers thus cannot bid on competitors’ branded terms.
7. Using competitors’ name:
Although it is perfectly legal to bid on keywords that include your competitor’s name, you might run into copyright issues if you use it in the header of your ad.
What is Dynamic Keyword Insertion?
Simply put, it is a function in Google Ads that allows advertisers to design ads that automatically replace some of the ad’s text with the keyword entered by the user who is searching.
Traditionally, brands would have to do a lot more work to show users ads that were specific to them. They would have to create several ads with slightly-tweaked copy, which was both time-consuming and tedious, and would lead to too many campaigns to monitor. Dynamic keyword insertion simplifies this task.
This feature allows you to dynamically customize keywords in the ad copy that customers see depending on what they have entered in the Google search box. They will end up at the same landing page, but based on the search query they have used, they will see a different ad copy – one with the exact words they searched for.
How to find long tail keywords?
Long tail keywords are search terms with a relatively low search volume and competition levels, generally longer than 3 words. But the question of how to find longtail keywords plagues many experts. Here are three tactics you can employ.
Google Suggest: One of the best way to find longtail keywords? Google Suggestions. Just start typing your primary keyword and see the variations Google suggests. Related searches: Working on a similar principle as Google Suggestions, look to the bottom of the SERP.
Analytics: Don’t ignore your analytics! These should tell you a bulk of the keyword phrases that are leading visitors to your site. By sifting through these phrases, you will be able to uncover several longtail queries that are driving traffic for you.
What is longtail Keywords?
So, you must’ve heard the term – but what is a long tail keyword? Long tail keywords are search terms with a relatively low search volume and competition levels. They also tend to be longer, exceeding three words in length.
Even though few people search for individual long tail queries, when you add them together, long tails actually make up a large chunk of all Google searches. Long tail keywords are important for SEO because they aren’t that competitive – which means they are easier to rank for.
They also happen to be more specific, so the people searching for those keywords are much further along in the buying cycle than folks searching for “head terms.” This means that those searches are likely to have a higher conversion rate.
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Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
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