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You’ve probably visited a website that accurately displayed the time and date of your visit. This web feature has been around for a while and is fairly common, especially on sales pages. However, dynamic content isn’t limited to times and dates – you can use this amazing feature for dynamic keyword insertion (DKI) into your Google ads.
Dynamic keyword insertion (DKI) ads is an advanced Google AdWords feature that inserts part of a user searches query into your PPC ads/only ads. It’s quite effective at getting more clicks. Imagine being a user searching for something specific and seeing the same ad group/ad groups that reflects the specifics of your search. You’ll be more likely to click on that ad, right?
If you haven’t used this feature, you’re missing out on clicks and revenue. Here are 5 reasons to start using dynamic keyword insertion work with your Google ads.
In your digital marketing campaigns, you want your prospects to think, “this product or service is for me.” When prospects feel like a product, service, or web content is meant for them, they’re more likely to convert.
You can get people to recognize that something is meant for them with professionally written sales ad copy that speaks directly to their needs, desires, keyword insertion and pain points. However, you can also achieve this through what’s commonly referred to as “keyword backtracking” in neurolinguistics programming (NLP) terms. Use Dynamic keyword insertion is essentially automated keyword list backtracking for paid ads.
Keyword backtracking is a form of active listening, and it’s when you repeat someone’s words back to them in order to make them feel heard. In a live conversation, keyword insertion this makes a prospect trust you more. When used in Google ads, it has the same general effect, but since there’s no live conversation it tells prospects your one ad is exactly what they’re looking for.
There are two reasons dynamic keyword insertion increases CTR. The first reason is that Google automatically bolds dynamic keyword insertion in ads that match the user search. When you use dynamic keyword, your ads will show up with bolded keywords more often, which means more click’s.
The second reason DKI increases your click through rate is because it increases the relevancy of your ad, which brings up the next point.
Ads with high relevancy get more clicks, period. When you publish standard ads, it’s possible to make them relevant ad/hyper relevant ads to your audience, but nothing makes an ad more relevant than automatically inserting part of the user’s search team into the ad.
Here’s an example of how this works. Say you’re running a pre-owned car dealership and you specialize in selling Jeeps. You can program your ad headline to insert the words “Jeep, Cherokee, Wrangler, Gladiator, Rubicon, SUV,” etc. when a user includes them in their search. This way, your ad headline will customize itself to always reflect the user’s specific search. It would look like this:
Your headline template: “Buy Used {keyword: Jeep}
Search phrase: “Used Jeep Cherokee for sale near me”
Your displayed headline: “Buy Used Jeep Cherokee”
Search phrase: “Used Jeep Wrangler for sale near me”
Your displayed headline: “Buy Used Jeep Wrangler”
If no keyword can be inserted dynamically, your ad will default to your specified target keywords or competitor keywords, in this case it would be ‘Jeep.” The ad will still be relevant, just not highly specific.
Google is always focused on quality, and PPC ads are no exception. Google assigns a Quality Score to all PPC advertisers based on the quality and ad relevance and quality of their dynamic keyword insertion, ad text, default keyword insertion text or ad text and landing pages/landing page url. You might be familiar with this already, but if not, it’s important to understand how Google’s Quality Scores works.
Your Quality Scores is more important than you may realize because it’s used to calculate your cost per click (CPC) and multiplied by your max bid to set your ad rank during the ad auction process.
Getting a higher Quality Scores will reduce your CPC and help you reach more people with your ads by giving you a higher ad position. This is what makes use dynamic keyword insertion so valuable – it’s an excellent way to increase the relevance of your ads in order to help you earn a higher Quality Score.
It’s easy to spend hours on end creating ad variations, but that’s not necessary when you use DKI. DKI makes it easy to create ads that target a large number of multiple keywords. It’s essentially automation for ad variations.
Since time is money, it makes sense to use dynamic keywords insertion DKI whenever possible. Think of all the time you’ll save that you can use to work on other, more exciting aspects of your business.
Although dynamic keyword insertion is an excellent strategy, DKI isn’t a substitute for targeting relevant demographics, having relevant content, and creating a persuasive ad copy. It’s simply a tool to capture more attention from your target market. If your ads use broad match keywords in a misleading way, DKI will get you clicks, but not conversions.
Be digital marketing cautious about accidentally creating clickbait with your PPC ads. Not only will this kill your Quality Score by reducing the relevance of your ads, but it will make people stop trusting your brand.
Sometimes clickbait is unintentional, and that’s why it’s important to review your ads to make sure they’re accurately representing whatever content you’re sending your visitors to on the other side. There’s nothing wrong with being clever, but don’t be so clever that your visitors get a good chuckle out of your ad group/tightly themed ad groups and then bounce.
Running a PPC ad campaigns on any platform can be daunting when you’re trying to learn everything on your own. No matter how many tutorial videos you watch, the learning curve is steep and mistakes are plenty. Normally, mistakes are just opportunities to learn. However, paid ads cost money, and mistakes are expensive.
There’s a reason less than 25% of PPC single word keywords/same keyword ad groups convert; paid advertising is a skilled profession that requires expertise to get results. If you’re not getting results, dynamic search ads or if you haven’t launched a PPC ad campaign yet, it’s time to get started.
At PPC.co ad description, we can help you get the conversions you deserve using established best practices and advanced techniques that get results. Contact us today to learn more about our services and receive a free proposal from our PPC team.
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