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Best practices for dynamic keyword insertion in search ads
Dynamic keyword insertion (DKI) is a feature provided by Google Ads and other networks, which enables you to customise an advert to your users search query.
Dynamic keyword insertion allows you to dynamically insert a keyword into your ad copy, based on the search query. An example would be:
Take Genie Crawl for example. Imagine we have an Ad Group for digital marketing. The keywords can include:
Dynamic keyword insertion ensures your ads are shown as “digital marketing agency: or those searching for that keyword, while others may see “Google Ads agency” when they search for that phrase. DKI will customise the ad based on the search query.
Basically DKI provides you with the ability to show searches relevant adverts, as the advert is dynamically updated to use the searchers search query.
DKI can be a valuable asset, though it can also get you into trouble. While it can boost click through rates when done correctly, it can also cause serious issues if you use is irresponsibly.
We recommend using dynamic keyword insertion sparingly. It's essential to know exactly what keywords are in your Ad Groups before implementing DKI. Double check to ensure your DKI makes sense, ensuring you don't commit trademark violations that could jeopardise your brand.
Dynamic keyword insertion is an excellent tool to help you place the most relevant adverts in front of the right audience at the right time, though it needs to be done correctly and with great care to avoid any misleading information or violations. If you need assistance with your dynamic keyword insertion for your Google Ads, contact Genie Crawl today.
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