DKI HazardsOR

How keyword insertion in Google AdWords can get you sued for millions

What is DKI?

Dynamic

Keyword

Insertion

What does it do?

Turns searches into your ad text, automatically.

Example

Someone searches “shoes in Jerusalem”…

Your ads will look like this:

Shoes in Jerusalem

Great selection of shoes

Buy them now on sale

www.shoe-store.co.il

But this is what YOU wrote:

{KeyWord:Cheap Shoes}

Great selection of shoes

Buy them now on sale

www.shoe-store.co.il

So how does it work?

{KeyWord:Insertion Goes here}

Add it in title, 1st line or 2nd line.

Another Example

Book Title You wantedYes, we’ve got it in stock.Buy “book title” 20% off!www.book-store.co.il

So what’s the risk?

Google Says: “Keyword insertion is an advanced AdWords feature, so please use it with care”

This is now in Supreme Court…

Microsoft vs. Nana-10

Holmes Place is in Great Shape!

Don’t mess with Groupon

Baligam can sue both…

Trademark Violation?

Trademark Violation?

It’s legal to bid on the trademark as a keyword.

It’s illegal to use the trademark on the ad copy.

OK, we’ve got the idea!

“But I didn’t mean to…”

• Law doesn’t care• Prove your Goodwill• Don’t blame Google• Can’t drop it on Ad Agency• Admit the mistake real fast

How NOT to get sued• Don’t DKI competitors• Use [Exact Match]• Add Negative Keywords• Use normal ads, too• Separate Campaign for DKI