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Dynamic Keyword Insertion: Do You Know How to Use It?

Have you ever searched for something online and been amazed at the number of companies advertising those products beside your search?  That’s Dynamic Keyword Insertion, also known as DKI.  DKI is an advanced Pay-Per-Click (PPC) feature of Google AdWords, Yahoo! Search Marketing, and Microsoft AdCenter.  DKI allows advertisers to customize ads in a person’s search using multiple keywords.  An example of DKI is when a user searches for bedroom furniture and the PPC ads to the right pop-up.  Advertisers have inserted keywords such as “Bedroom” or “Furniture”, or combined the terms into one searchable phrase: “Bedroom Furniture”.

When used correctly, DKI is great for ad campaigns and attracting potential customers, but can be a nightmare when done incorrectly.  When someone finds their search query in your ad, they’re more likely going to click on it, and be directed to your site or landing page; goal accomplished!  DKI is sure to help your ads Click Through Rate (CTR), and will direct your ad to a more specific on-line target market.  The ability to control capitalization of keywords allows advertisers to be creative and helps ads to stand out among the competitions.  For example, look at how many different options we have just by capitalizing the letters in ‘Keyword’:

{keyword: bedroom furniture}

{Keyword: Bedroom furniture}

{KeyWord: Bedroom Furniture}

{KEYWORD: BEDROOM FURNITURE}

The downfall to DKI is the limited character count available; you are only given 25 characters for headers, and 35 characters for the description line.  Keywords and descriptions can be lengthy and limiting the space can make for awkward wording, leading to wasted spending or unintended humorous ads.  DKI can increase your ads CTR, which is great if that’s your goal for that ad. However, if the main goal of your PPC is to create high conversion, DKI is not what you want.  The most important thing to remember when creating DKI’s is that you are not making any trademark violations that you could be sued for later.

Another example might be when a user searches ‘Social Monitoring Software’ and is presented with specific PPC ads in bold font.  For this specific search, advertisers would have inserted KeyWord: Social Monitoring. When advertisers use DKI and capitalize or bold the font, users are more likely to click on their ads.

As said before, DKI can be beneficial when used correctly.  To ensure you’re doing it right and getting the most for your money, be sure to check out your competitors ads.  By doing this, you will learn what has been done already so you don’t break any laws, and, more importantly, you will learn how to stand out amongst them.

Best of luck and may the best PPC stand out!  And if you need help navigating PPC for your business, inSegment’s PPC services are some of the most highly successful campaigns available today!

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This entry was posted on March 28, 2013 by in Internet Marketing and tagged , , .
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