Pay Per Click Advertising also known as Search Engine Marketing is most definitely the most popular form of advertising. As a result the majority of these PPC platforms have slightly different variations for actually setting up an effective campaign.
If you have a PPC Marketer and have researched properly you will already know about Broad match, Exact Match and Phrase Match, and no doubt learned other little tricks such as inserting the "BUY" word and adding your keywords to your ad title and text description to get them bolded ! Some of you may also have discovered the success of adding them right at the end of each line of disruption.
There are no two ways about it PPC can very effective. It can also be very, very expensive if you do not adhere to avoiding any of the standard costly mistakes. However there is light at the end of the horizon as most of them let you use a closely guarded secret known as "Dynamic Keyword Insertion".
Unfortunately, as with most techniques on PPC platforms they must be fully understood to be effective. Once mastered, it can be exceptionally profitable and not only sky rocket your CTR but also has a consequent effect on your Quality Score that helping to reduce your advertising costs. The end result being you can earn extra income for less effort.
The aim of this article is to help you understand not only the power of how effective a weapon it can be but also the potential downsides as well. Dynamic Keyword Insertion was a closely guarded secret of the Marketing Gurus for quite sometime, and from their point of view with good reason. Now we can all capitalize on it's use and to be quite frank should do so!
Here is how it works and when it's relevant to use. DKI is extremely useful if you have massive lists of keywords that are all relative to the same market or website, for example you may have a video games & consoles website that you're promoting. You're going to have to trust on me on this but the list you could generate for this topic is immunity, I know as I have done it for a few of my stores.
Let's have a look and see what I mean; I'll keep the list short for obvious reasons:
PlayStation
PlayStation 3
Nintendo Wii
Nintendo DS
Wii Accessories
Xbox 360 Consoles
Super Nintendo Games
It's obvious from looking at this brief list that all of the keywords are related in some shape or form, what the DKI enables us to us simplify our work load a little. Instead of having to group all of the relevant keywords into smaller ad groups, ie PlayStation, Nintendo Wii etc we can do just one ad for whole lot. Now using DKI you can write just 'one killer ad' for the lot! The search engines will then insert your relevant keywords from your list which were searched for and then place them in your ad in the syntax for 'keyword'. So enabling you to get the same bang for your buck with just one ad copy. How cool is that? Talk about a time saver !! You can now harness the power of your entire keyword list using just one ad.
In order to create an ad using DKI follow these simple guidelines
{KeyWord: Online Gaming Store}
We Sell Cheap {KeyWord: Games & Consoles}
Free Delivery All Cards Accepted
[http://www.gamestore.com/]{KeyWord:Games&Consoles}
Guidelines
There are a few variations for capitalizing your keywords hen you are using DKI. These are as follows
– KEYWORD – All letters for the Keyword will be capitalized
– KEYWord – All letters in the first and first letter of the second word
– KEYword – Every letter in the first keyword and none in second
– KeyWord – Each word gets capitalized
– Keyword – Jus the first word
– Keyword – All words are in lower case
A lot of the other search engines have the facility for DKI the main difference being that rather than being a closely guarded secret of the pros it is common practice.
As previously mentioned when used correctly DKI can be extremely effective, however there are certain rules you need to apply whilst using it. These are as follows
– A maximum of 25 characters can be used in the DKI in the title. If the search query is any longer than this your default phrase will be inserted.
– DKI does not always work for misspellings. It is at the discretion of the search engine to decide if they are going to show it.
– Obviously you need to ensure you are bidding on the specific keywords for your ads to be displayed.
– Ensure that you are careful in selecting your ad text and keywords, as if you have a really funky phrase searched for and it's in your keywords your ad may look unprofessional.
-Ensure you ads are abiding by any of the advertising guidelines specified by the search engines or your ad is likely to not be approved.
In order for you to use DKI effectively you need to follow the guidelines above. eBay are commonly known within the PPC world for using DKI to poor effect. They bid on literally thousands of dictionary type keywords and end up with irrelevant, poorly structured ads making them looking extremely unprofessional. Their ads may appear as follows
Athletic Sweat
Whatever you're looking for
You can get it on eBay
www.eBay.com
Egypt even funnier
Broken Leg
Huge Selection, Get Your Great Deal Now
Broken Leg
http://www.eBay.com/ BrokenLeg
To wrap it up
This closely guarded secret of PPC underworld is no longer so and there is now a steady stream of information flowing on it. Understanding and using this info correctly can enable you to improve the CTR by up to 25%! So not only do you get a better conversion rate it's cheaper on the cost of your clicks as well because your quality score goes up. So helping you to make more money
Taking advantage of this very powerful weapon can be a minefield if you do not research its implementation properly you could end up with egg on your face!
There is no substitution for using PROPER SEM structured campaigns with sub campaigns that target specific niches. Although the structure of your campaign takes a lot longer you will avoid truncated titles, problems of broad matches and long tail keywords.
So I guess in summary DKI is a great tool, but do not rely solely on this for an effective SEM campaign. The many drawbacks of DKI result in its use being strictly considered as NOT "best practice". So use it and use it wisely but whatever you do, do not make this your main angle of attack in the SEM arena.