Have you ever wondered how to make your PPC ad titles more relevant to the keywords the searcher is typing in the search engine?
Don’t you wish the exact keywords the searcher types in could automatically appear in your PPC ad title or description?
Here’s the good news! They can, with Dynamic Keyword Insertion (DKI).
Inserting Dynamic Keywords Into Your PPC Title:
All of the Tier I search engines (Google, Bing and Yahoo!) offer the ability to insert the exact search term in the Title of your ad with DKI. This is a fantastic and simple way of ensuring that the searcher’s keywords appear in bold in your ad Title.
Why bold? You will have noticed that the keywords in PPC ads that match the searcher’s query keywords are highlighted in bold by the search engine – as a sign of relevancy. So by inserting dynamic keywords into your ad title, you are making your listing stand out more to the searcher and making it more relevant to the search engines! Pretty neat, huh?
How Do You Insert DKI Into Your Ad Title?
To insert the searcher’s exact keywords into your Title you need to insert the following into the Title field when you create your ad:
{keyword: Insert Default Text Here}
Even when you are inserting DKI into your Title, you must ensure that you stick to the search engines’ editorial guidelines and be sure to stay within the character limit. In Google, that “Insert Default Text Here” needs to be less than 25 characters.
The purpose of your “Insert Default Text Here” is so that if the searcher’s keyword query is more than 25 characters, your default text that you have inserted will appear.
Confused? Here’s an example:
You put the following text in to your ad Title:
{keyword: Wedding Florist Vancouver}
If the searcher types in: “Wedding Florist in Vancouver”, this is too long, so it cannot appear in your ad title, but Wedding Florist Vancouver will appear as your default title.
Remember of course, that the keywords that will appear in your Dynamic Keyword Title do depend on the keywords in your ad group. So, the search engine sifts through your keywords in your ad group and if it finds a match in your keyword list and what the searcher typed in, then bingo, your title will exactly match the searcher’s keywords.
So, if you have 15 keywords in an ad group and they fit the 25-character limit, your ad title will change according to those 15 keywords.
It is like having a unique and relevant ad variation for each keyword without actually having to type 15 different ad variations for each keyword! Now isn’t that cool!
If you are still struggling to get your head around Dynamic Keyword Insertion, give us a call and our team at October 17 Media will take your PPC campaign to the next level!
Tags: DKI, Dynamic Keyword Insertion, Google AdWords, Paid Search Advertising, Pay-Per-Click
