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

Google gives each keyword in your AdWord account a Quality Score or QS. QS is a numerical value that ranges between 1 and 10. To allot a keyword to an advertiser, Google conducts an auction. Keywords with high QS are eligible to enter the auction more easily and at a lower cost compared to keywords with a lower QS. Google’s goal is to encourage relevant ads for their users and their pricing system is designed in a way that favors relevant ads and keywords, i.e. ads that get a high click-through and therefore make Google more money.

The following factors determine a keyword QS:
•    Keyword’s click-through rate (CTR)
•    The relevance of the keyword and ad text to its ad group and the keyword’s landing page.
•    Landing page load time.
•    Keyword performance history.

Facts:
•    A Quality Score is calculated by the number of times a keyword matches a search query or, every time your keyword has the potential to trigger an ad.
•    A First Page Bid is an amount advertisers in an auction pay, on average, for first page placement. So, if the first page estimate matches the ROI goal, then bid for the first page to obtain clicks and develop your CTR.
•    The only keywords that affect the overall QS of an account are the ones with really low CTR, which means that they have accrued impressions but have few or no clicks. Keywords with no impressions will not affect your score. It’s also important to note that the number of impressions weights the effect a keyword has on your Quality Score. So, a keyword with 0.0% CTR and 10 impressions will have a smaller overall affect than a keyword with 1,000 impressions and 0.0% CTR. So, in most cases long tail keywords have low volume and so the effect is minor (even if the word is performing poorly). The only time advertisers can run into trouble is when they have a large number of low traffic volume keywords. The total sum of all these impressions add up and can pull down an account’s performance.

Tips to improve quality score:
•    Write relevant ad copies - An ad copy should be relevant to your keyword and landing page’s content. Incorporating both into your ad will get the best possible Quality Score.
•    Remove/pause ineffective keywords that continuously achieve a low quality score, because they affect the overall QS of an account.
The moment you load a keyword into AdWords, it receives a Quality Score. This initial Quality Score is determined by each keyword’s performance history, including other advertisers. Google AdWords has monitors s a keyword’s historical performance for multiple advertisers who target this keyword. Google determines an aggregate score and this is becomes a “base score.” This score is a keyword’s starting point with regard to Quality Score.
•    Make your landing page more relevant – Your landing page and ad copy should provide a smooth presentation. The landing page should deliver on whatever is promised, offered or advertised in the ad.
•    Make your website more credible – To acquire a significant QS, you need a good website as well. Not just the landing page, but it appears that the entire site has to meet certain criteria such as: a contact page, a privacy policy, and at least three pages of relevant content. Google cares about the quality of the site and that is why the QS is called Quality Score. So, as long as you have a good, high quality website, and the page you send the searcher to matches with their search, your keyword can earn a very high QS.
•    Establish a pattern of high quality campaigns- Google uses data to establish patterns and trends. When you create several campaigns that earn a high QS, Google will reward your future campaigns with a higher quality rating.
•    Choose a more focused keyword matching option - Consider using a phrase or an exact match for your keywords to narrow down the search phrases that can trigger your pay-per-click (PPC) ads. Although you will get fewer impressions, the ones you do get will be much more applicable to your PPC ad.

Contributed by Manisha Singh