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Over in PPC Discussions an interesting question regarding dynamic keyword insertion (DKI) was posed:
“What I want to know is this – since having the search term in your advert improves its relevance (particularly in the headline), does DKI ensure a very relevant advert, or the opposite (does Google penalise you or reward you for using DKI to put the search term in, rather than writing a genuinely relevant advert)?”
Good question. There are two topics to touch upon here: dynamic keyword insertion (DKI) and quality score (QS). DKI within your ad does not directly affect your QS (positively or negatively). Your QS is determined by the relevancy of your ad text, keyword, and even ad group, to the user. This relevancy is derived from your ad’s click-through-rate (CTR). As long as you are improving your CTR, you are improving your QS. If DKI does this, then keep doing it!
However, here’s a rule of thumb (and I called Google to confirm my suspicion): if your ad group is set up so that it contains related keywords you, should be able to compose relevant ad texts that do not need to utilize DKI. If you find yourself having to use DKI in order to get every keyword in your ad group within your ad text, then you may have too many keywords in your ad group. Google rewards specificity and relevancy within ad texts with a higher QS. Perhaps you could take that one ad group, find themes among the keywords, and break it down into two or three ad groups? Then you wouldn’t need DKI. And if you wanted to, you could run A/B testing within each of these ad groups to see if DKI actually does increase your CTR. It’s an idea.
I have been managing an account that is geographically targeting the Midwest (Indiana, Illinois, Michigan, Wisconsin, Ohio and Kentucky). I created a geo-targeted Adwords campaign, and about a week later I also initiated a campaign that was distributed throughout the entire US. I loaded this national campaign with the same keywords as my regional campaign except I added geo-qualifying terms such as “Indiana” and “Indianapolis” to each keyword (for example: “Indianapolis widget maker”). This way if someone in Texas needs a widget maker in Indiana, our ad would appear. Simple enough.
After allowing my nationally focused ad group to run for two days I noticed I wasn’t getting any impressions, so I put in a call to my friendly Google Relationship Manager and did some additional research. I learned that when you geo-target an ad with the keyword “widget maker” to Indiana, AdWords can interpret that as if you’ve listed “Indiana widget maker.” Since the new keywords I added to my national campaign were keywords that already existed within my geo-targeted campaign, with geographic terms tacked on to them, AdWords was interpreting them as the same keywords. Whenever two ads in the same account are running on the same keyword, or those interpreted to be the same, keyword Adwords shows the better-performing ad. Since the ads from the geo-targeted campaign have more account history Adwords was showing the ads from my geo-targeted campaign.
When using geo-targeting, users in California, for example, who search for “Indiana widget maker” are able to see my ads. Users in Indianapolis who search for “widget maker” are also be able to see my ads. But, users in California who search for “widget maker” will not.
I still need to look into this more in depth, but it an interesting findâ€¦
I don’t know if any other international PPC agencies, or individuals, have received their notification, but we received our first one this morning: Yahoo’!’s Panama is coming to the UK! The migration letter is the same one distributed to US advertisers (aside from being slightly anglicized) so there aren’t any new developments regarding the migration process. Finally, the USA has an export of epic proportions to volley back at those Britsâ€¦ of course, The Beatles, Led Zeppelin, the Rolling Stones, and Eddie Izzard are going to be hard to beat, but I think Panama is up for the challenge.