Used Fish, Old Socks and a New Attitude

Implementing Dynamic Keyword Insertion in a Quality Score World

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June 5, 2007 Search Marketing Expo, Seattle, WA © Copyright 2007. Find Me Faster Nashua, NH. All Rights Reserved.

DKI Mythology

Reasons for:

DKI improves your ad click-through rate.

DKI improves your quality score.

DKI is “secret sauce” that all ‘experts’ use.

DKI Improves Ad Relevance

Reasons against:

You lose control of what your ad is going to look like.

Too complex to understand

Decreases your conversion rate

These are the generally heard myths and common knowledge about why you need to use Dynamic Text in your Ads

Which ones are myths and which are true???

DKI Ads Gone Wild

DKI Ads Gone Wild

DKI Ads Gone Wild

DKI Ads Gone Wild

DKI Ads Gone Wild

What is DKI?

DKI = Dynamic Keyword Insertion

Customize Ads

Save Time

"Insert Keyword feature….reduce the number of ads you manage and can help increase the relevance of an ad by automatically including the appropriate keyword…”

"Dynamic Text can transform a generic ad into a customized ad that is much more specific and targeted to your customers.

Source: Yahoo Online Help

Source: Microsoft adCenter online Help

How Does DKI Work

Darkstar Coffee

User’s Search Query

Darkstar Coffee

Petes Coffee

Green Mountain Coffee

Shop Rite Coffee

Chock Full o’Nuts Coffee

Maxwell House Coffee

Gourmet Coffees

Your Keyword List

Buy Gourmet Coffees Save on Gourmet Coffees for Home or Office. Free Shipping! www.AcmeCoffees.com

Buy Darkstar Coffee Save on Darkstar Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com

Standard Ad Appears:

DKI Ad Picks up Keyword:

This customized ad will probably outperform the default ad. The DKI Ad is more directly relevant, and matching keywords are bold.

How DKI Works on Google

Buy Darkstar Coffee Save on Darkstar Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com

In this example, we show dynamic text in Title and Description fields with the following syntax: {KeyWord: Default Text }.

Google’s Syntax

{Keyword: Default Text} Or {Keyword: }

Default Text is displayed if Title, Descriptions, or Display URL exceed character limits.

Always Set a Default Text value, in this case Gourmet Coffees, otherwise your ad will not show if inserted text would exceed ad character limits.

Google DKI Secret Sauce

How to control word casing for Dynamic Text

Syntax Example of Display: Description

keyword: darkstar coffee all lower case

Keyword: Darkstar coffee 1st word INIT CAPS, all others lower case

KeyWord: Darkstar Coffee All words INIT CAPS

KEYword: DARKSTAR coffee 1st word CAPS, all other words lower case

KeyWORD: Darkstar COFFEE Last word CAPS, all others INIT CAPs.

KEYWORD: DARKSTAR COFFEE All words ALL CAPS

NOTE: You still must meet Google’s editorial guidelines, even though you have the capability not to. In particular, respect all trademarks and do not use DKI to circumvent legal or ethical business practices.

Copyright 2007 Matt Van Wagner, matt@findmefaster.com Find Me Faster, Nashua NH. All Rights Reserved.

Applying Google’s Syntax

Use for Proper Casing of Acronyms

Ppc Campaigns Need Help With Ppc Campaigns? Let Us Show You How It’s Done. www.FindMeFaster.com

Instead of this:

{KeyWord: PPC Campaigns}

PPC Campaigns Need Help With PPC Campaigns? Let Us Show You How It’s Done. www.FindMeFaster.com

Use this syntax instead:

{KEyWord: PPC Campaigns}

Applying Google’s Syntax

Use for Proper Casing of State Abbreviations

Driving Schools In NhLearn NASCAR driving tactics to win more morning commutes.

www.DriveMeFaster.com

Instead of this:

{KeyWord: Driving Schools in NH}

Driving Schools In NHLearn NASCAR driving tactics towin more morning commutes.

www.DriveMeFaster.com

Use this Instead:

{KeyWORD: Driving Schools in NH}

DKI with Display URLs

Think Twice Before Inserting Google Dynamic Text in Display URL

- 2 word terms will have a “+” sign between them

- 35 character limit on URL Length

- If users cut & pastes a dynamic URL, you may send them to a 404-error page.

PPC Campaigns Need help with PPC Campaigns? Let us show you how it’s done. www.FindMeFaster.com/PPC+Campaigns

NOTE:

We do not recommend using this tactic on Google, because it is almost as likely to fail as it is to attract more clicks.

DKI with Destination URLs

Insert Keyword into the URL string to pick up the keyword you are buying and the search query it gets matched to

- 35 character limit on URL Length

- If users cut & pastes a dynamic URL, you may send them to a 404-error page.

PPC Campaigns Need help with PPC Campaigns? Let us show you how it’s done. www.FindMeFaster.com/

NOTE:

Broad Matching

Red Sneakers

User’s Search Query

Sneakers Red

Sneakers Blue

Sneakers green

Sneakers white

Your Keyword List

Buy Sneakers RedSave on Sneakers Red at our store. Free Shipping to MA residents.

www.AcmeSneakers.com

DKI Ad Picks up Keyword:

Google inserts the keyword from your ad group, not the user query.

Expanded Broad Matching

College Loans

User’s Search Query

Student Loans

School Loans

Your Keyword List

Student LoansSave on Student Loans. Low interest rates. Apply Online

www.AcmeLoans.com

DKI Ad Picks up Keyword:

Remember that Google DKI inserts the keyword from your ad group, not the user query, so it picks the word in your ad group that caused the match.

Very Bad Broad Match

Panama Dynamic Text

Yahoo did not need any DKI until Panama was released

One- to-One Relationship for Keywords: Ads

- Panama Options for Dynamic TextTitle Description

- Ad Control Features

Default Text

Alternative Text

Yahoo Dynamic Text

Panama - Alternate Text

Alternate Text

- Always Displays for your Title and/or Description

- Creates “optimal” One Ad: One Keyword Relationship

- Lets you control the word casing and grammar

Enter Alt Text on Keyword Screen or bulk import spreadsheet

How Panama Ads Display

Default Text Not Specified - {KEYWORD:}

16” Cartridge Heater Heaters available in lengths from 1.25 to 60 inches, 38 to 1525 mm

www.daltonelectric.com

Default Text Specified - {KEYWORD: Dalton Cartridge Heaters}

Watt-Flex 16” Cartridge HeatersHeaters available in lengths from 1.25 to 60 inches, 38 to 1525 mm

www.daltonelectric.com

Alternate Text & Default Text Specified - {KEYWORD: Dalton Cartridge Heaters}

Dalton Cartridge HeaterHeaters available in lengths from 1.25 to 60 inches, 38 to 1525 mm

www.daltonelectric.com

Yahoo DKI Considerations

If using Advanced Match, word order of Query Displays in Ad.

For example, even though our keyword is cartridge heater, our ad display really want this to show as Cartridge Heater

Microsoft AdCenter

Microsoft went all out on Dynamic Text

- Full Set of Text Insertion Tools

- Word Casing is completely in your control.

- Set of Parameters available at keyword level.

- works with Content ads, too

- Online help is very good.

AdCenter Dynamic Text

AdCenter DKI Syntax

Syntax Description

keyword {keyword} Inserts your Keyword

Destination URL {param1} Up to 1022 characters to set a landing page

Placeholder {param2} Use for Default Ad Text, or other variable.

Placeholder {param3} Use for any other variable you can think of

Buy Starbucks Coffee Save on Starbucks Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com/Starbucks

Set Dynamic Texts at Keyword Level

Cross Platforms

Best Practices

DKI Works Best when:

Ad groups are tightly organized around a single keyword.

Phrase Match is used, rather than broad

One dominant word varies only by part number, size, color, model #, etc.

DKI Is Less Successful when:

Conceptual campaigns

Where branding is more important than clicks.

Ad groups are general words, not directly searched words

DKI Myths Revisited

Does DKI Improve Ad Relevancy?

Does DKI Improve Ad Click Through Rates?

Does DKI Improve Quality Score?