Creating a Custom Creative Experience: How To Use Dynamic Keyword Insertion

Makena Sutich / 9th April 2019 / Comment

Are you looking to increase relevant traffic to your website? Are you tired of updating your ad copy every time you add new keyword groupings? Well look no further because we have a solution for you! Introducing dynamic keyword insertion *hold for applause* is a feature that allows ads to adapt to various users depending on their search terms. Making your ads appear more relevant and useful.

Sounds pretty cool, right? Well, how does it work?

  1. As the advertiser, you insert {KeyWord:Default Text} into your headline or description.
  2. A user’s search triggers one of your keywords
  3. If the keyword length fits*, that keyword is dynamically inserted into your ad copy!

*A couple quick notes about length:

  • If the keyword is too long, your default text will be used instead.
  • Make sure your default text is a reasonable character length as well. If it exceeds the character limit, Google will disapprove the ad.

Other than making your life easier, why is this relevant?

The benefit of using DKI in your ads is that it can improve your quality score by matching your ad copy more closely with the intent of the user. A better user experience means a greater chance of increasing traffic to your website!

Convinced yet? Let’s walk through a couple scenarios of DKI at work:

Scenario 1:

  1. The query is: tennis diamond bracelet
  2. Congrats! That query matches with one of your keywords:+diamond +tennis +bracelets
  3. The result? Your keyword is dynamically inserted into your headline 1.

Scenario 2:

  1. The query is: 2 carat white gold diamond tennis bracelet
  2. Congrats! That query matches with one of your keywords:+2 +ct +white +gold diamond +tennis +bracelets
  3. Oh no! That keyword is 40 characters (remember headlines have a max of 30 characters).
  4. That’s ok! You inserted {KeyWord:Diamond Tennis Bracelets} into your headline 1. That means, that if the keyword exceeds the character limit, “Diamond Tennis Bracelets” will be inserted by default

By now I hope you’re on board with DKI. So, let’s walk through how to successfully get you set up —

 Simple as that!

Don’t forget!{KeyWord:Capitalization matters}

If you insert {KeyWord:DiamondTennis Bracelet} into your headline, this will capitalize every word of the keyword.

            Resulting in Headline 1: Diamond Tennis Bracelet

If you insert {Keyword:Diamond Tennis Bracelet} then this will only capitalize the first word of the keyword.

            Resulting in Headline 1: Diamond tennis bracelet

If you insert {keyword:Diamond Tennis Bracelet} then the keyword text will be all lowercase.

            Resulting in headline 1: diamond tennis bracelet

Finally, there are a couple things to be aware of before diving in to DKI.

First, make sure all of your keywords in the selected ad group would make sense if they were inserted in a headline or description. For example, “bracelet diamond tennis” can be fine as a keyword but may not make sense in your ads. This also includes misspellings such as “braclet dymond tenis”.

Lastly – and this is a big one – don’t use DKI in any competitor ad groups. This can lead to trademark infringement which will prevent your ads from serving (disapprovals), or worst case scenario cause legal to get involved.

As always, testing is key! Start small with one or two ad groups to see if DKI is right for you. If it is, you can apply your learnings across your campaigns for a greater chance of success.

By Makena Sutich