Keywords have power. They are the terms used by prospective customers and those keywords present your ads to the customers looking for your products. Dynamically keyword insertion is a superb feature offered by a select group of Internet ad marketing engines, including the famous Google Adwords. Using Google Adword’s Dynamic Keyword Insertion(DKI) increases the visibility of your ads to your target market and potential customers. Dynamic Keyword Insertion is a straightforward process.
What Is Dynamic Adword Insertion?
It’s a feature offered by Google Adwords. It creates customized ad, triggered when a searcher uses on of the keywords in the ad group.
Google describes their feature as “an advanced feature that helps you provide users with more relevant ad text while using a single generic ad for multiple keywords. AdWords will insert individual keywords into the same ad text so that a user sees a distinct ad for their keyword search, if their keyword triggers one of your ad group keywords”.
What is An Ad Group?
An ad group is a series of related keywords, which you chose to spark your Google Ads
Let’s pretend for a moment that a company called Maryann’s Shutters exists and you were setting up an ad group for the business. It might look something like the grouping below.
- Window Treatments
- Best Custom Shutters
- And so on.
How Does Dynamically Adding Keywords to Google Ads Work?
Let’s continue to use the Maryann’s Shutters example. You’ll input your ad into Google Adwords using a similar form as the one below.
What are Some Tips For Using Dynamic Keyword Insertion?
Dynamic Keyword Insertion is fairly easy to use, but there are two things you should know about manipulating your ad with dynamic keyword insertion.
Your keywords will be displayed in the brackets, following the form indicated by the capitalization of keyword. This allows you to control the appearance of the keyword and your ad. The following examples will help you create the best appearance of your ad.
- keyword=”customized shutters”
- Keyword=”Customized shutters”
- KeyWord= “Customized Shutters”
- KEYWORD= “CUSTOMIZED SHUTTERS”
Each line of text has a character limitation that you must abide by for the dynamic keywords insertion tool to have the best effect. Your headline cannot exceed 25 characters and the description lines have a limit of 35 characters. This means that your longer keywords in your ad group will automatically be drop to the keyword after the colon. In the case of the MaryAnn’s Shutters ad, it should revert to shutters.
What Are The Pros Of Using Dynamic Keyword Insertion?
Using Dynamic Keyword Insertion can take your ads to the next level and increase your click rate. It will become a valuable tool in your advertising arsenal.
Dynamic Keyword Insertion shows your potential customer an ad customized for them. It uses their search terms and increases the likelihood of your ad being clicked.
Dynamically inserted keywords are automatically bolded by Google for increased exposure and likelihood of the potential customer clicking on your ad.
In addition to bold text, you control the appearance of the keyword, which can increase the ad’s chances of being clicked.
What Are The Cons of Using Dynamic Keyword Insertion
Like great thing, Dynamic Keyword Insertion has its downside and that downside can easily cause major trouble for your company.
Long-tail keywords can be two to six words long and Dynamic Keyword Insertion responds poorly to the larger long-tail keywords. Pretty much any keyword longer than three words is going to have difficulty with effective dynamic keyword insertion. In fact, longer keywords, like “customized wooden shutters for indoors” shouldn’t be used with the dynamic keyword as it will be shorten to the generic replacement for all of your ads. This can also get you into legal trouble if the keyword is trademarked.
Trademark Violations and Awkward Wording Potential
The best example of potential trademark violations is Coach, the famous brand of handbags and coach, the horse drawn carriage or leader of a team. What if your generic replacement was “Coach” and your ad said “Best Prices on Coach?” You probably wouldn’t like the legal ramifications of running an ad like that, even if it wasn’t on purpose.
Depending on the words, you could create an ad that sounded funny or reflected poorly on the business. Remember, even if the ad doesn’t have the business’s name in the ad, it has to link somewhere. The way the keywords in the ad group sound in the ad and their placement within the ad matters.
Using Dynamic Keyword Insertion
Because of the dynamic nature of the Dynamic Keyword Insertion Tool, it’s easy to go overboard and create ineffective ads. The pitfalls for the tool can outweigh the good when used irresponsibility. That said, you will have greater success with the Dynamic Keyword Insertion Tool if you follow the guidelines below.
- Always read your ads aloud with different words in the ad group to identify potential problems.
- Check for flow, possible trademark infringement and legibility of the ad.
- Ask yourself if the ad reflects poorly on the business with any of the ad group words or the generic replacement.
Are There Any Alternatives To DKI?
With all the possible ways Dynamically Adding Keywords to Google Ads can go wrong, it’s no wonder you’re thinking about an alternative. There are several alternatives to DKI that you can use instead. You can use a tight segmented keyword grouping. It’s more natural sounding and relevant to each keyword.
Several tools exist that help you achieve a tight segmented keyword grouping. These tools help you identify keyword group segmentation and create a closely related keyword list.
Dynamically adding keywords with Google Adwords may be the answer to increase your ad clicks or you may prefer to make closely related segmented keyword groupings for your ads. Dynamic keyword insertion to your Adword Ad titles, descriptions and destination URLs can help connect your business with customers looking for your product.