Paid search engine marketing (SEM) is a great marketing platform because it allows marketers to customize their marketing strategies and advertisements according to what users are looking for. Big search engines have taken many steps to allow marketers to better customize their results. One of the best tools available is dynamic keyword insertion (DKI), which is a type of targeted SEM advertisement that inserts a searcher’s keywords right into the SEM ad copy. This creates a more personalized experience for searchers, and allows SEM ads to make offers for exactly what searchers are looking for.
A lot could go wrong with dynamic insertion. If you’re not careful about DKI, you can get some really odd and even detrimental advertisements popping up and linking to your website. Dynamic keyword insertion and ad targeting is a tool to offer personalized customer experiences, but it’s not a good fit for broad match keywords. Be specific, and keep it simple. You don’t want to leave your dynamic insertion so open that every search shows up within your copy. If the search keywords are irrelevant or strange, then you don’t want to waste clicks on them.
Keep it Simple
Dynamic insertion calls for a unique type of copy that will allow for the dynamic insertion of searchers’ keywords. You need to have ad copy that is simple enough that a broad range of keywords can fit into it, but specific enough to be relevant to the search. You want customers to have a personalized and customized shopping experience. And you definitely don’t want customers distracted by strange or offensive wording in your copy.
The Necessity of Continuity
Marketers should try to make sure that only relevant keywords appear in their dynamic insertion copy. If someone searches “used smartphone” and finds a link to your site with those keywords in the copy, then your site better have some relevant information or opportunities about used smartphones. You need to be continuous at every point of the sales pipeline. You don’t want to have PPC ads that appear to have offers for something that your site does not sell. If a searcher’s keywords relate to something on your site, then make sure the landing page is relevant. Misdirecting your customer away from a potential sale is almost as bad as advertising for something you can’t sell.
With caution, dynamic insertion can really benefit marketers and customers. Here are three safeguards to make sure your dynamic targeting campaign works to your benefit.
1. Scour Search Query Reports
Search query reports will tell you what keywords showed up in your dynamic insertion ads. Scour these reports to see if there are any inappropriate or irrelevant dynamic insertions. Adjust your campaign accordingly. Remember to continuously examine search query reports for dynamic keyword insertion campaigns.
2. Consider the Outliers
Before ever implementing a dynamic insertion campaign, consider the outliers of your dynamic insertion. Will slight word modifications to your keywords ruin the ad copy? Make sure those keywords that don’t exactly fit your specifications work within your ad copy.
3. Test, and Retest
Use a testing tool to see if your dynamic insertion is working. If it is, keep doing what you’re doing. If it isn’t try to find the cause of the failure. Constantly test, adjust, and optimize.
If you follow these safeguards, you will be able to implement dynamic keyword insertion without any major snags.