| people new to Pay per click are unaware of Dynamic | | | | A colon : must seperate the keyword and the default |
| Keyword Insertion (also known as DKI), and how they | | | | text. |
| can leverage it to their advantage. Put simply, it is an | | | | There must not be ANY spaces between the braces |
| advanced feature that provides users with a more | | | | and text or colon and text. |
| relevant ad text by using a single, generic ad, for | | | | For example this is incorrect: |
| multiple keywords. | | | | { KeyWord :Discount on Palm Phones} |
| To use Dynamic Keyword insertion, you format your | | | | This should be written as: |
| ad headline so that WHATEVER the customer has | | | | {KeyWord:Discount on Palm Phones} |
| typed into the search box appears in YOUR ad | | | | Dynamic Keyword Insertion minimizes the work |
| headline. It's structured like this: | | | | needed to manage larger ad groups and campaigns. It |
| {KeyWord:Alternative Text} | | | | also enhances your click through and conversion rate. |
| KeyWord = whatever the user has typed in. | | | | One thing to keep in mind though, is that it is important |
| Alternative Text = default text, just in case the | | | | to tightly relate your keywords to your ad groups. If |
| keyword typed in exceeds the headline limit of 25 | | | | your ad group encompasses keywords that are only |
| characters. | | | | loosely related, you will have a much harder time |
| As an example, say you're promoting mobile phones. | | | | coming up with default text that will be relevant for all |
| You might have keyword lists specific to individual | | | | the keywords. |
| brands. For instance, you have an Adgroup that | | | | To use the previously mentioned example. Imagine that |
| includes all Palm models, another for Nokia, another for | | | | instead of separate ad groups by brand names, you |
| LG. So for instance, for Palm, you structure your ad | | | | put all your keywords into one ad group called |
| like this: | | | | “Mobile phones” For your ad, you use |
| {KeyWord:Discount on Palm Phones} | | | | the following text: |
| Now if a customer types in “Palm Treo | | | | {KeyWord:Discount Mobile Phones} |
| 800W”, your ad is triggered and the keyword | | | | Now if someone comes along and types the following |
| "Palm Treo 800W" becomes the headline. The | | | | into the search box: |
| customer's attention is drawn to your ad because you | | | | “Where to buy Palm Treo 800W” |
| have delivered exactly what they asked for. If for | | | | Your ad pops up with “Discount Mobile |
| instance, the customer types in something like | | | | Phones”. Not a bad result, but not nearly as |
| “Where to buy Palm Treo 800W”, | | | | relevant as “Discount on Palm Phones”. |
| which exceeds the 25 character limit, the default text | | | | Don’t forget that Dynamic keyword insertion |
| is inserted in the headline: "Discount on Palm Phones". | | | | lets an advertiser designate a spot anywhere in the ad |
| You're still giving the customer what he/she wants. | | | | where a keyword will be inserted. This means you can |
| It's important that the format is correctly adhered to. | | | | use it with your 2 lines of description. |
| Braces { } must enclose the entire headline. | | | | |