One of the things we like most about AdWords positioning is that well-optimized campaigns deliver very high returns at a relatively low cost.
Today we want to tell you about a tool that will make creating a Google AdWords campaign easier and will also let us create highly attractive and effective ads.
Which tool? We’re talking about Dynamic Keyword Insertion (also known as DKI). This new feature from Google lets us replace pieces of text with the keywords we’ve chosen in our ad group.
To use DKI, we simply add a short code to whichever part of the ad we want.
{Keyword:Keyword}
Here’s an example: if our ad headline is Buy red cars, DKI will display the keyword the user searched for. For instance, if the user searches for “buy blue cars” and we’ve set up DKI like this, “Buy {Keyword:red cars}”, the user will see our ad as: Buy blue cars.
This way, we’ll always be showing the product the user is looking for, so our ads will be more relevant and our CTR will increase.
Watch out! Character limits still apply
If we use DKI in our ads, we can’t forget to keep counting every character. This often causes confusion and can end up ruining our text ads.
It’s important to remember the character limits for our ads:
– Headline: 25 characters
– Description (lines 1 and 2): 35 characters each
– URL: 25 characters
What happens if we exceed the character limit?
It’s very simple: the keyword won’t replace the default text in our ad headline. If that happens, users won’t see the word they’re searching for, and our ad will lose much of its relevance and appeal.
Keyword insertion in every part of the ad
– Headline: the ideal place to test this new feature. DKI in the headline saves a lot of time and effort, since there’s no need to create lots of ads: a single ad can display many keywords.
– Description: if we want to use DKI here, we need to be very careful. Why? We must make sure every word that could be displayed makes sense within the sentence.
– URL: the second-best place to use this feature. Applying DKI to our display URL will boost our CTR exponentially.
Uppercase or lowercase?
To display our keywords in uppercase, lowercase or a specific format, we need to modify the DKI code as follows:
– {keyword:keyword}: all lowercase
– {Keyword:keyword}: first letter uppercase, the rest lowercase
– {keyWord:keyword}: this code capitalizes the first letter of each word
– {KEYword:keyword}: every letter of the first word in uppercase
– {KEYWORD:keyword}: all letters in uppercase
