Dynamic keyword insertion – How it’s done and why

By 2 months agoLessons
dynamic keyword insertion

You’ve probably heard marketers or business owners talk about dynamic keyword insertion.

Now, you may be familiar with the term “keyword” which you probably understand as a concept that explains a whole topic in a restricted amount of words.

But there is another use of keywords which doesn’t differ in the meaning but rather in the scope of its use.

In this article we are going to concentrate on keyword use in SEO and advertising by elaborating a specific aspect of keywords and scrutinize the meaning of dynamic keyword insertion and it’s elements.

Not long ago ads were using different strategies to get the attention of the audience that seemed to be searching for a certain product/service/topic.

To navigate fellow searchers into their offers, marketers used to spend a good amount of time creating ads that stood out.

Creating these type of ads usually required a strategic plan, a distribution in a combined variety of communication channels and remarkable copy and designs.

Some even went further planning campaigns hoping the traffic would raise and sales increased.

But with the evolution of digital marketing and advancement of SEO services, achieving this objective became easier for marketers.

 

Dynamic keyword insertion

Many advertisers are now using dynamic keyword insertion as a feature of Google Adwords because it produces fruitful results towards bringing more traffic to your page by matching the search query of users.

The efficiency of DKI lies in the fact that it customizes the keywords of your ad as an answer to what your audience has searched for and is looking for.

The targeting hits the bullseye matching perfectly with your customer’s searches and intention thus distributing your ad to a more accurate and promising audience that could bring future clients to your business.

Dynamic keyword insertion has made work a lot easier for brands and businesses. It is helping them target different customers efficiently, without having to edit tons of ad copy themselves.

 

Why use dynamic keyword insertion?

So, you might be asking, why use dynamic keyword insertion? What’s so good about it? Well, say you run a sports shop online. You sell everything from trainers to shorts.

These are two different products. But, what happens if you’ve got an auction on both of these items at the same time? You’ll be using keywords from trainers’ to sports shorts’ in one ad.

But, what about your ad copy? It would be difficult to insert both keywords for these very different items in one ad. It wouldn’t be very targeted or relevant. That’s where dynamic keyword insertion comes in handy.

It lets you specify your ad copy based on the different keywords used, so you can create highly targeted and specialized ads that will reach the right types of customers based on what they’re searching for.

Benefits of dynamic keyword insertion

The benefits of using dynamic keyword insertion are that you increase your chances of being recognized by the right people who show interest in buying your product.

Also, by applying dynamic keyword insertion the chances that your ad will get more clicks per cost to raise.

After all, searchers are far more likely to click on an ad that’s relevant to their search terms. An additional feasibility here is that dynamic keyword insertion improves your quality score, and that means a lot for your brand!

By showcasing relevant ads you can raise your quality score – the higher your quality score, the more likely your ads will show up and perform better.

Last but not least, dynamic keyword insertion saves your time making it possible for you to direct your efforts in other areas that need your dedication and hard work.

We all want to create more ads with lively keyword insertion which means it’s far easier to create ads that are unique for a great figure of keywords.

And the great news is that dynamic keyword insertion is not rocket science, but quite simple. Let’s see how is dynamic keyword insertion done.

Setting up dynamic keywords insertion

You’ll need to head over to your Google AdWords account. Then, ensure that all the keywords in your ad group use accurate and relevant phrases, meaning your ad can easily read them when the dynamic keywords are placed within them. The next step is for writing your ad text.

Setting up keyword insertion in Adwords is quite straightforward. When you are creating your text ads you should insert {keyword: default text} where you want the search term to be dynamically inserted into your text ads.

You should replace ‘default text’ with the keywords which you would like to appear when the code can’t be replaced by a keyword.

When using dynamic keyword insertion you should take into consideration the length of your text ads so that they will stay within the character limits set by Google.

Placing brackets like {} around words to convert them into dynamic keywords. You can add multiple dynamic keywords to your copy.

This will trigger AdWords to question whether you desire to make use of dynamic keyword insertion or a couple of other options, but you should click on this option.

From here you will set default text that will come into view in your ad if not a dynamic keyword is searched for.

There you have it – it’s that easy! Google lets you choose if your dynamic keywords are capitalized or not. So, you’ll want to test this out.

Back to the sport’s shop example, if you’ve chosen a dynamic keyword to be sport’s shorts’ then you can choose different options like – Sport’s Shorts – sports shorts – Sports shorts – sports Shorts.

Make sure to double check phrasing. It’s essential. This means ensuring that all your keywords are phrased just how you want to be shown in your ad. This is to avoid any silly mistakes and confusing ads that would just pull people off.

 

Conclusion

The fact that you haven’t been using dynamic keyword insertion may be the reason why your ads don’t reach to the desired destination. So if you want your ads to be spot on and be shown to the right audience at the right time then you better start using this Google Adwords marketing saving feature.

Rilind Elezaj

Rilind Elezaj

A digital marketing specialist with tons of knowledge in SEO.