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Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.
Dynamic keyword insertion, or DKI as it's commonly called, is a popular ad copy option for both Google and Bing. What it does, is if the searchers query is short enough, and can fit within the character limits of the headliner body copy, depending on where you're using it, it will insert the searchers query, and bold the text. Since 60% of all queries that Google is seeing on a daily basis are new queries that haven't been seen before. And because searchers like to see results that very closely reflect what they typed into the search box, it's a powerful method to try. Here's what a dynamic ad would look like in the AdWords interface. Not viewable in this state to searchers.
You'll notice that there's some text after the keyword in brackets. That is called the placeholder text and it displays if the query is too long for the character space available. Some things to keep in mind when creating DKI headlines or body copy. Make sure that the placeholder text you choose is a keyword from your list or is as relevant. Do not put something in like placeholder or keyword, because if the query is too long to fit in the ad, Google may show the ad with the placeholder text instead. This is particularly true if all of your ads are using DKI, and there are no other alternatives. Keep any words around the DKI parameter short to increase the likelihood of displaying.
Keep an ad on your search query reports and the keywords tab, to help you determine what placeholder text to put in, or find new keywords to add. And pay attention to capitalization, as you'll see in the preceding slides. When you're setting up an ad that uses DKI, pay attention to how you capitalize the keyword lead in within the brackets. If you leave the word keyword all in lowercase, then the ad will display the searchers query in all lowercase, no matter how you capitalize the placeholder or proceeding words. If you capitalize just the first letter of keyword, the K, then the first letter of the searchers query will show as a capitalization.
If you capitalize the K and the W in keyword, then the ad will capitalize each of the words in the searchers query. The best practice is to not only capitalize the K and the W of the keyword in the brackets, but also in your placeholder phrase as well. So then in the case of the placeholder needing to show over the user's query, the capitalization would carry through. Here's what an ad would like using DKI in the body copy of the ad. And here's what it would look like being utilized in a display URL. Just don't forget to keep character length in mind when working in body copy or display URL, as you may run out of room sooner than you think.
This method of capitalization applies to both Bing and AdWords. This is the most popular and most successful way of driving up clicks through rate. But it can also be used in the body copy of the ad and the destination URL as seen here. On average, an ad using DKI will outperform an ad that doesn't use DKI in terms of CTR, or click through rate. However, this is not necessarily true for conversions. Make sure that you are looking at conversion rate when determining its success or not of a DKI ad. If you are having trouble with getting a CTR over a certain percentage, say 2%, or have low quality scores, DKI is a good method to try and increase those statistics.
I recommend trying Dynamic Keyword Insertion after you've run a couple of standard text ads for a few weeks. I also recommend doing it in rotation with the ads if already got running, or focusing on a set of ads to be successful at instead of just one. You can find this option in your ad delivery settings at the campaign level for Google, and ad group for Bing. Dynamic insertion is a powerful trick to have in your book of ad copy tests, so be sure not to forget to utilize it in your paid search efforts going forward.
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