How Dynamic Keyword Insertion (DKI) can help your PPC campaigns

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Dynamic Keyword Insertion (DKI) allows you to insert any one of your keywords into your advertisement text. You need to use the following syntax in your ads {KeyWord:default term}. The default term is used by Google AdWords when the keyword is not allowed to be inserted (For example, if it exceeds the character limit).

Certain facts about Dynamic Keyword Insertion

• Note that Google AdWords adds keyword, but not necessarily the search term. If you are using Broad Match, the advertisement may not be very relevant.Google actually inserts the keyword that is triggered by the user’s query. For instance, if the keyword in your account is “tour package” and the query is “tour package Thailand” and you’ve elected dynamic keyword insertion in your Advertisement Title, the advertisement title will be “tour package”
• Dynamic Keyword Insertion does not improve your Quality Score. As Google evaluates the advertisement copy and keyword to the search query in real time, it uses the actual advertisement (after DKI) being seen by the searcher to determine the Quality Score. Dynamic Keyword Insertion does not improve your quality score directly; however, it indirectly helps your quality score by increasing your keywords’ Click Through Rate.
• While your keywords may be approved for your advertisement group, it is possible they are inappropriate for insertion into your advertisement text. When this happens, the keyword is conditionally approved, with a restriction from insertion into your ad. That is, the keyword can trigger and show your advertisement to users, but it will not actually appear in your advertisement text.
• If the searched keyword contains than 25 characters, in some cases, the Google AdWords title may exceed the 25-character limit. The advertisement title can extend past the 25-character limit and Google AdWords will accept it as long as the default text remains 25 characters, or less.
• Be careful while using DKI for ads that target content network. You cannot monitor and manage ads on content sites closely. Search ads appear based on a keyword search, while Content ads are placed on a page by taking an overall theme of all the keywords in an Advertisement Group. It entirely depends on Google which keyword to insert for which site and by doing so you can show irrelevant ads.

Although there are a few problems while using the DKI system, its saves a lot of time spent in creating ads for each keyword and helps boost the CTR.

Contributed by Manisha Singh

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Tags: Click Through Rate, DKI, Dynamic Keyword Insertion, Google Adwords, Keyword, Quality Score