The Dirty Little Secrets of Dynamic Keyword Insertions (Part II)
Last week’s blog post discussed Dynamic Keywords Insertions (DKI) and how to use them to make the most out of your campaigns. This second part of the post will give insights and useful tips on what to watch out for when using them.
The first rule of DKIs – ‘Always Manage your exposure!’
- Make sure your ad groups are relevant, small, and thematically organized. Splitting up your keywords into ad groups and creating exact, tailored ads for each of these groups will help you maximize clicks and conversions. It will also make sure that your DKI increases the ad’s relevancy instead of decreasing it.
- Be careful when using ‘Broad Match’ and use plenty of negative keywords. Like we mentioned last week, DKIs will only put the keyword the search triggered (not the search term, they’re different from DSA Campaigns), in the headline, but over exposure is still worth watching out for.
- Try to review your search query report as frequently as possible. It will give you a better understanding of which search terms your keywords are triggering, the quality of traffic, and also how to create new ideas for keywords you might want to include as well as negative keywords.
- Don’t use competitor brand names. While it might be legal (but kind of nasty) to put a competitor’s name as a keyword in an ad group, it is illegal to show the competitor’s name in the headline (unless you have the proper credentials.) Be careful!
- You can always try to include some misspellings in your campaigns but take caution when using Dynamic Keyword Insertions in that campaign. Keywords that are misspelled and spacing errors could end up showing in your ad. These types of things can determine the difference between a successful, targeted advertisement and an irrelevant one.
When used in a correctly, Dynamic Keyword Insertions can help you achieve powerful results. However, when used incorrectly, you end up looking like an amateur PPC’er. It’s a way to boost your campaign results but does not substitute common sense.