Personalise your AdWords text ads
Tuesday 02 March 2010
TAGS: Google AdWords | Pay per click
Neil M Hancock, Search Marketing Manager at Silverbean explores Google AdWord's 'Dynamic Keyword Insertion' (DKI) Tool.
Dynamic Keyword Insertion (DKI)
Google AdWords has a function called ‘Dynamic Keyword Insertion’ (DKI), this allows advertisers to return the users search query within their adverts. To use this tool you simply replace your advert text with the code snippet {keyword}.
So for example if I wanted my advert to appear for a range of differing keywords but with specific advert text for each without wanting separate ad groups for each keyword, I could use this tool to return the users search query rather than having one very generic advert.
However, occasionally a user’s search query may be too long to appear as a text ad, (as you can only have 25 characters in the advert title and a user’s search query may contain 26 or more characters). You can get around this by including an alternative text if the search query is too long. An example would be {keyword:Pay-per-click management}, this function would return the users query as my ads title unless the query was too long and then it would return the term ‘Pay-per-click management’.
This tool can be used anywhere in the text ad creation, so it can be in the advert title, advert description lines, or the advert display URL
You can also manipulate the users search query a little with the DKI function, so for example, some users may search in lower case however you want your advert to have capitals at the start of each word to look more aesthetically pleasing. To do this you just change the case of the letters in the word {keyword}
Examples
{keyword:Alternative Text} – The whole term keyword in lower case means the users search query will be completely in lower case regardless of the case they used in their search query.
{Keyword:Alternative Text} – The first letter of the term keyword is in upper case the rest is lower case means the first letter of the user’s search query will be in upper case, and the rest is in lower case regardless of the case they used in their search query.
{KeyWord:Alternative Text} – The K and W in the term keyword are in upper case this mean the first letter of all the words used in the users search query are in upper case and the rest in lower case regardless of the case they used in their search query.
{KEYWORD:Alternative Text} – The whole term keyword is in upper case this means the whole of the user’s search query is in upper case regardless of the case they used in their search query.
Neil M Hancock is the Search Marketing Manager at Silverbean. If you have any questions or would like to discuss how Silverbean can help you achieve your marketing objectives via search engine marketing; please contact our resident PPC management using one of the following.