Comments on: 4 Pitfalls of Dynamic Keyword Insertion (DKI)

By: Chris

Chris — Wed, 18 Nov 2009 02:23:43 +0000

Great advice, I’ve just started with DKI and it’s good to know the potential pitfalls. I’m sure you’ve saved me some lost revenue.

By: Your PPC sucks

Your PPC sucks — Mon, 28 Sep 2009 21:46:17 +0000

Thanks for the props!

You are awesome Carrie ( and the rest of the PPC hero crew too )

- Jon

By: Robert

Robert — Fri, 25 Sep 2009 15:50:26 +0000

Erez is correct Google shouldn’t be using the search query but rather the keywords the search query matched against.

I would say that broad match is not the issue here when using DKI, really you have to make keywords lists are “good”. That’s why creating small, tight, specific groupings assures you an easy way to be organized and make sure your utilizing things like bids and DKI correctly.

By: Mark Kennedy

Mark Kennedy — Wed, 23 Sep 2009 16:04:44 +0000

@Matt Umbro. Yes, you are right. It depends on the width of the actual letters used in the title/keyword, but if you bid on a keyword longer than 25 characters in exact match and put that keyword in it’s own adgroup with a DKI titled ad, you may get this to happen for you.

Google “Philadelphia Piano Lessons” and you may see what I’m talking about.

By: Matt Umbro

Matt Umbro — Wed, 23 Sep 2009 15:59:15 +0000

One thing Google has been doing within the past few months is allowing titles that are over 25 characters to show if the ad utilizes DKI.

By: Erez

Erez — Wed, 23 Sep 2009 14:42:28 +0000

You mentioned that the keyword insertion tool help you create more relevant ad text by automatically inserting a search query into an ad text. Until few months ago I thought so too, but than I’ve read this article by Google: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996
It says that it won’t use the actual search queries, but it would use the keyword that triggered the ad.
Also they are mentioning that it will do the same for the content network, and that’s just weird. Even Googler’s told me it’s not true. Do you think this article is wrong?

By: Mark Kennedy

Mark Kennedy — Wed, 23 Sep 2009 01:50:18 +0000

Ebay, Amazon and Target are soooo guilty of these.

By: Robert Brady

Robert Brady — Tue, 22 Sep 2009 19:22:01 +0000

While it spans a couple of your pitfalls, the biggest issue I see with using DKI is message mismatch. Either the ad itself doesn’t make any sense or the ad doesn’t match up with the offer and copy of the landing page, leading to a bad post-click experience. Great tips Carrie.

By: immanuelruby

immanuelruby — Tue, 22 Sep 2009 18:08:45 +0000

Thanks for sharing. Well said about the pitfalls of DKI Carrie. If we use DKI properly means which will help increase in CTR and helps in reducing CPC as CTR is high