What is Dynamic Keywords?


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Have you ever done a search on Google for a very specific product? Have you ever seen an ad that is offering – to the letter – exactly what you were looking for? More often than not, an advertiser is using a specific strategy called Dynamic Keyword Insertion (DKI).

DKI allows for your ad to be customized to match precise searches for your product. Advertisers can create generic ads that contain dynamic keywords, and when Google serves the ad – it will substitute the keyword that triggers the formula in the ad.

Here at Clear Bounce, we believe DKI is purely situational. Here we will break down the good, and the bad of using DKI.

The Good:

  • DKI is a huge time saver, since certain customers have hyper-specific needs, these ads target them to match these needs.
  • If someone were to advertise something broad and generic, they will unlikely get clicks to the product.
  • This benefits potential customers, as they can easily find ads and shops that are targeted to what they are trying to procure. When companies use DKI, they tend to experience high click-through rates.

The Bad:

  • DKI can have some fatigue. Google does permit use of DKI in all the lines of the ad text. It creates repetitive, spammy ads like the one pictured below. 
  • As you review the lists of keywords for your product, make sure if each keyword is pertinent to what you offer.
  • Look at this from the point of a potential website visitor or customer. Would I be looking for this particular keyword when I’m trying to find my product?
  • Ask close friends and family if they would be using those particular words when they’re looking for a product similar to yours.

Best Practices

Here are some rules of thumb for best practices while using keywords:

  • You control the capitalization of words in dynamic text – changing the way “keyword” appears in the DKI code. Here are some examples:
  • keyword = dutch vanilla cupcakes
  • Keyword = Dutch vanilla cupcakes
  • KeyWord = Dutch Vanilla Cupcakes
  • Most importantly, remember to assess whether DKI is benefitting you and your company. Test your ad performance and run at least two ads per ad group. If DKI works for you – then great! Monitor your click-through rates and conversion to determine if DKI is helping.

If you find that using Dynamic Keywords to be difficult – here at Clear Bounce, we offer services regarding DKI and best practices for SEO. We can save you time and money by doing this ourselves, while you can go back to helping out your customers.