Debating on whether to use Dynamic Keyword Insertion? Keep reading to find out if it’s right for you.

Who? Who should use it? Anyone looking to increase conversion rate. It is known that searchers are more likely to follow an ad that shows the exact keyword phrase they searched for than a generic one. So why not give it a try? Just be wary of some of the risks that may come along with the tactic.

What? Dynamic Keyword Insertion (DKI) is a tactic that when put in place, shows the phrase searched in bold. Your keyword in your ad copy will be replaced by the searchers exact query. One thing you have to keep in mind is your character limitations. Some keyword phrases may not even qualify to be inserted because they cause the line of text to be longer than the character spaces allowed. When this occurs, your default ad will show.

When? You may want to use DKI when you have an ad group that covers a range of different, although related keyword phrases. Normally, you would need to write a different ad for each variation. This will save you time, and also differentiate your ad from the others on the page.

Where? You can use DKI in your title, description lines, display url or destination url. Simply insert the appropriate format (see section “How”) where you want the keyword phrase to appear.

Why? Using DKI will differentiate your ad from others on the page. By showing the searchers specific queries in bold, they are more likely to click on your ad because it’s showing them exactly what they are looking for.

How? Simply place the following syntaxt in place of the word found in your default ad text. Use brackets to surround the text:

{keyword: default text}

The word “keyword” can also be entered in different ways to offer variations on the dynamic keyword.

>>Do a little research to discover if indeed you should be utilizing dynamic keyword insertion. Some risk is involved; you may pay to show on misspellings of your keywords. They may show in your ads when using DKI and this can have a negative effect on your CTR.

The dynamic keyword phrase could even be carried out all the way to the landing page! The process is described by Ian Lurie, here.

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After catching up on my “must read” books and my “must watch” webinars, I’m left with one message resounding in my head. The message is this: If you try to appeal to everyone you’ll end up appealing to no one. Simple, right? Well apparently we marketers just aren’t getting it.

In Seth Godin’s 2005 book, All Marketers Are Liars, Godin tells it like its – his usual style of course. He says that to be a great marketer you have to be a good story teller. However, while being that good story teller, you have to stick to the same story each time. He’s very aware that his story will not appeal to everyone and that’s OK. The point is, his story will hit home with a targeted group and they in turn will tell the story over and over and over again, at least he hopes. According to Godin, the trick is to keep a story specific yet simple enough that people will remember it and tell it to their friends. He states that if we create a story attempting to entertain or appeal to everyone we’ll find that we’ve created inconsistencies and our story will not only lose validity, but any potential market as well. Hence, appealing to everyone will make you appeal to no one.

I’m sure you’re asking yourself, so what does this have to do with internet marketing? As I said, I’ve been catching up on my webinars too. (more…)

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