Dynamic keyword insertion: How, why and when to use them

3 min read

Dynamic Keyword Insertion (sometimes referred to as DKI) is a useful tool not always utilised by PPC managers. DKI allows you to customise an ad to a user’s search query. AdWords inserts individual keywords into the same ad text so that a user sees a distinct ad for their keyword search, if their keyword triggers one of your ad group keywords.

Keyword insertion helps provide users with more relevant ad text while using a single generic ad for multiple keywords. While this is a fantastic feature we don’t recommend using it for your complete campaign. We use this feature for less than 25% of keywords in our campaigns as we write copy for each ad group in every campaign – making sure that we are talking directly to each buyer persona.

The advantages

The great thing about DKI is that you can get really specific targeting. We find people are much more likely to click on a headline that reflects their search query. You also get the added benefit of bolded text as Google bolds dynamically inserted terms. This makes your add stand out and potentially increase CTR.

The disadvantages

The not great thing is that like any type of automation – you run the risk of your texts looking and reading automated. So instead of building credibility you are actually diminishing it. Most search trends are now reflecting longer phrases like “b2b marketing agencies in Sydney that do digital” instead of “b2b marketing agency”. In these instances you lose the value of the dynamic keywords and your generic replacement appears for all ads.

So what is the business case for using DKI?

Use DKI cautiously. It’s a great tool but you need to look at your ads and check:

1. Does it read correctly?

2. Does the DKI make you say anything you wouldn’t usually?

3. Am I jeopardising my brand and lowering the value perception of my product or service?

4. Are my landing pages relevant for all keywords?

We always recommend to our clients that instead of using a complete DKI method, it is better to create ad groups that are all themed in the same vein. Some of our Ad groups may only have a different variation of the same word, or some have similar words with the same meaning. As long as each word or phrase is relevant to each other, we find you can get just as much relevancy – if not more – than using Dynamic Keyword Insertion.

Check out Google's support page for a guide on how to implement DKI into your campaigns.

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Brand chemistry is a strategic inbound marketing agency that goes the extra mile to deliver results for our b2b clients. Our inbound marketing specialists are HubSpot certified and use the latest techniques to provide our clients with a steady stream of relevant new leads.

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