All You Need to Know About Dynamic Keyword Insertion (DKI) – Useful Tips for Your Ads

By Terrance G Kern on November 13, 2018

Google Adwords Dynamic Keyword Insertion

Dynamic keyword insertion (DKI) is one of AdWords’ feature that enables you to insert a keyword dynamically into your ad copy. This advanced feature helps you in customizing your ad copy depending on queries or search terms an internet user could be using.

The Significance of Dynamic Keyword Insertion

Being an advanced feature, DKI enables you enhance the relevance of your ad copy as you use a generic ad for a number of keywords. DKI is convenient and good to use in your business if you have a huge inventory of a similar item. It will help you market the item without necessarily creating many ad groups. This will save you energy, time, and money.

Benefits of Using DKI

 

  • Better Relevancy

 

DKI makes an ad more relevant to the person searching. With this, a click-through is assured.

 

  • Higher Click-Through-Rates

 

In the event a search query corresponds with an ad copy’s wording, Google bolds the words that make such queries standout. Being more viewable, people will click on them more, and this will lead to a high CTR.

 

  • A Better Quality Score

 

Marketers and advertisers always focus on improving quality score. High-quality scores make accounts with low CPCs get better position averages on google searches and reduce CPA.

Quality score is best increased by having a relevant ad. DKLs see to it that, based on what the user is looking for, you have relevant ads.

 

  • Character Limitations

 

One of paid Search’s most frustrating situations is having a perfect heading for your ad whose characters do not fit. Fortunately, if Google allows your DKI, you can have a longer headline than what is allowed by the character limit.

 

  • Timesaving

 

Other than building ad after ad for every single search term, DKI will do all the work for you. For the case of accounts such as e-commerce that have a lot of inventory, creating many ads and ad groups could not be practical. This is more so if the search terms you are using can have a similar description for each. This will make it simpler and you will have more time for focusing on other things.  

What Does DKI Look Like?

Upon going to your AdWords Account, you will see brackets {} in the ad’s headline. The keywords are displayed in those brackets. It’s important you define the case you intend your keyword to be in. you can choose from lowercase, sentence case, or Title case.

Depending on your keyword placement, in the headline, the case you want for your keyword will automatically be detected. Have a look at the example below.

{KeyWord: men’s grey pants} – Men’s Grey Pants

{Keyword: men’s grey pants} – Men’s grey pants

{keyword: men’s grey pants} –  men’s grey pants

How to Use DKI

Before implementing DKI, you ought to know the exact keywords in your ad group. In case there are unrelated keywords, your ad copy will probably make no sense after using DKI.

It’s quite easy to create DKIs at the ad level. The first step is creating a new ad. Go to the as creation view and select the headline you intend to create DKI for. On the field, proceed with typing a squiggly bracket. Google will present you with several options, and one of them will be DKI.

Key in a default text and select the case option you want your headline to have. This default text is what you would want to appear in case the code is hard to replace with a keyword.

DKI Warnings and When You Should Not Use Them

DKI is an advanced feature, and you need not to use it freely across any ad group or campaign.

 

  • Competitor Keyword Targeting

 

In some industries, it is illegal to use the name of a competitor in your ad. While you can bid on your competitor’s ad, avoid adding their name to avoid getting yourself into problems with Google’s trademark policy. In short, do not use ad groups with names of your competitors on keywords as you use DKI.

 

  • Proofreading And Misspellings

 

As you insert keywords into phrases, you ought to be keen in ensuring that your ad makes sense. Also, proofread to make sure that you have your DKI code entered correctly. Replacing brackets with parenthesis, wrong capitalization, and extra spaces on your ad will make it look amateurish.

 

  • Plurals And Singulars

 

While it is wise to target both your keywords, ensure that they make sense on your ad copy. You can separate singular and plural keywords into different ad groups.

 

  • One-Word Headlines

 

Since you are given 30 characters to use on each headline by Google, make maximum use of it to ensure your ads so not look spam and boring.

 

  • Avoid Using Broad Match Keywords

 

DKI’s main purpose is making your ad more relevant to those searching based on their search terms. Broad match keywords will make your DKI ad irrelevant and confusing.

More DKI Tips

 

  • DKIs are Not Limited to Headlines

 

While a headline is the most common place you can use DKIs, it’s not limited to there. You can include DKI in your copy’s description text, path, or other headlines. All you need to ensure is that this makes sense.

 

  • Be Consistent

 

Maintain consistency when writing your headline case. It will be better if you write your headline in title case, and avoid choosing a title case for text unless it’s important to do so.

 

  • Have Your Capitalization Done Right

 

Google is strict when it comes to capitalization guidelines. Although something like “FYI” may be approved, “PIZZA” or “FREE” will most probably get flagged and disapproved.

 

  • Tighten up your Ad Groups

 

When using DKI to give your ads more relevance, ensure that keywords on group ads too are relevant. Your keywords need to be tight and your ads relevant.

 

  • Maintain Your Default Text Short

 

Some search terms on your ad might be quite long, and you thus should be sure to keep your default text short. While Google could expand across the allocated character, you need not to rely on it.

Utilize DKI Maximally!

As you build your campaigns through, ensure that your keyword appears on the ad’s search term. Its time you enjoy DKI’s convenience in your heavy inventory campaigns where creating SKAGs is quite unrealistic.

 

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