Dynamic Keyword Insertion-PPC Management
19th February 2010 by David Thomas
What is Dynamic Keyword Insertion?
Dynamic keyword insertion is a pretty funky bit of script that will call upon keywords within your ad campaigns and add this as the Title of your advert on the sponsored links part of the search engine. It is a must have tool for all of us PPC Managers out there…
Let me explain in a bit more detail:
When you are creating a campaign within one of the search engines paid advertising platforms there is an ability to call upon any of the keywords within a specific ad group and add this as the title of that advert providing that term complies with character length rules. See Google’s example below
In the ad group ‘Puppies,’ you create the following ad using two instances of the keyword insertion code:
Your ad group ‘Puppies’ contains the following three keywords: poodles, yorkies, west highland terriers
Depending on which keyword a user searches on, your ad will show in one of the following ways:
Notice that the default text is used in the ad’s title when a user searches on ‘west highland terriers,’ since the keyword is too long to fit.
The use of dynamic keyword insertion code also has other variables that can be utilised to improve you ads. For example, the keyword that triggers your ad is “cheap blue widget”. Use different formats of dynamic keyword insertion code to show your ad text in different capitalisation:
{keyword:default text} = cheap blue widget no capitalisation
{Keyword:default text} = Cheap blue widget 1st Word Capitalisation
{KeyWord:default text} = Cheap Blue Widget 1st Letter Capitalisation
{KEYWORD:default text} = CHEAP BLUE WIDGET All Word Capitalisation
{KEYWord:default text} = CHEAP Blue Widget 1st Word 1st Letter Caps
{KeyWORD:default text} = Cheap Blue WIDGET 1st Letter Last word Caps
Once you have chosen the most effective code for your insertion you need to take into consideration that you are limited as to a normal text title to 25 characters. So if you want all of the keywords in the account to be able to be called upon than make sure they come under this limit. If the keywords exceed this amount then the title will simply default to the default text in the code string.
Why do advertisers use this functionality…?
This gives us the ability to add a targeted approach to a somewhat generic campaign. After all one of the key elements in Google’s quality score algorithm is relevancy. So if we wanted to have a specific title for individual (Colours of widget in this case) we would have to create an ad groups for each individual one. With the dynamic insertion code our list of keywords now looks like this
Cheap blue widget
Cheap red widget
Cheap yellow widget
This gives us the ability to Test Test Test new campaigns and keywords. So from here if we suddenly notice a trend in blue widgets being most popular we can then create individual campaigns around the specific terms.