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.

Pit­falls

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.

Dynamic insertion done right. Amazon.com uses dynamic insertion to seamlessly implement keywords in ad copy. Stuccu.com links the searcher to a relevant landing page.

Dynamic inser­tion done right. Ama​zon​.com uses dynamic inser­tion to seam­lessly imple­ment key­words in ad copy. Stuccu​.com links the searcher to a rel­e­vant land­ing page.

Safe­guards

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.

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