Dynamic Keyword Insertion In Pay-Per-Click Ads Article

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Dynamic Keyword Insertion in Pay-Per-Click Ads

You probably know a little about PPC ads, or maybe a lot--here's some info about DKI as it relates to PPC ads.

Author: Lindsay Heidbrink

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Unfamiliar with the behind-the-scenes aspect of PPC ads? Well let’s say I’m typing in a search for “iPod Touch,” but accidentally spell out “iPod Tuch.” I immediately realize my mistake as I see the popular question, “Did you mean iPod Touch?”, encouraging me to search for the correct terms. However, many of the listings that pull up are relevant, so I don’t redo the search with the correct spelling. We’ve all experienced this before. What happens next? I see a paid search ad on the side with the incorrect search query inserted in. The listing for a quality, top-of-the-line “iPod Tuch” is amusing but doesn’t entice me to click on link.

PPC ads like I just described implement what’s called a DKI or Dynamic Keyword Insertion technique. These ads automatically insert search keywords into a paid ad. This form is popular because, if used correctly, it can produce very specific results that will generate quality traffic.

However, the use of DKI in PPC ads can result in apathy (as in my situation), mistrust of the ads authenticity, or even generic and weak ad content. I’ll outline some of the pros and cons of using dynamic keyword insertion in your paid search ads, and you can see for yourself if this method is right for you.

PRO: Customized Ads
Sometimes, DKI can greatly increase your traffic. For example, when searching for “Foreclosed homes in Provo, UT,” I came across a PPC ad with just the landing page I was looking for. It seemed like this page would be exactly what someone would be looking for with their search, and was made available thanks to DKI.

CON: Incoherence
However, with the same site, I found I could type in anything for the name of a city in Utah where I would like to find foreclosures. The result? An amusing but unprofessional ad. Obviously, there is no place called Nowheresville, UT. With DKI, by allowing any search term at all to be included in your ad or landing page, you run the risk of becoming incoherent and purposefully spam-like to the public eye.

CON: Generic and Misspelled Ads
When you create a PPC ad using DKI, your wording will need to be deliberately vague, so that multiple terms can be inserted without changing the meaning of the ad. The problem with this is that the ad will be weak. Even if the ad does include the specific word that was searched for, there is little likelihood that it will be drawing the quality click you desire.

All in all, pay-per-click ads using DKI appear desperate and can even resemble spam. If you choose to use this technique in your paid ad, do so carefully and choose only key words that both fit your ad and are relevant to the service or product you are advertising.

About Author

Lindsay Heidbrink is attending Brigham Young University and will receive a BA in Communications: Public Relations in April 2012. She currently works for Marketecture, a company that provides website construction/hosting. Visit http://www.Marketecture.com/ for more information. These articles are part of Marketecture’s continued efforts to help SMBs build a better business online. Lindsay likes reading, writing, painting, and scuba diving.

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Dynamic Keyword Insertion in Pay-Per-Click Ads