Are you running Google Ads and not seeing the results you want? Or maybe you’re seeing some results, but they’re not as good as you know they could be.
Either way, I’ve got a trick that will help. In fact, it’s so simple that you’ll be kicking yourself for not thinking of it sooner.
Read on to find out how to get more out of your Google Ads campaigns overnight.
What is dynamic keyword insertion, and how does it work
Dynamic keyword insertion (DKI) is a powerful feature of the Google Ads platform that allows you to automatically match the right keywords to the right ad.
By using DKI, your ads can be tailored precisely to what users are searching for, and they’ll see your ad even if they don’t use exactly the same keywords that you’re targeting.
For example, if someone searches for “Blue and White Dancing Shoes” and your ad is set up with a DKI feature, they could see an ad that reads like this:
“Blue and White Dancing Shoes | #1 Footwear eCommerce Brand”
Rather than a generic ad like this:
“Buy the Best Footwear | Shop Now at eCommerce Brand”
Using DKI will help you target more relevant searches, and it can have an immediate impact on your performance.
More brands are realizing that DKI is the secret to unlocking higher-quality scores (QS)
Quality Score is an important metric for Google PPC managers. In short, it’s a number that ranks your keyword selection, ad performance, and landing page experience on a scale from 1 to 10.
Google, the creator of Quality Score, introduced it in 2005 as a way to improve its existing auction system. QS is designed to reward good PPC practices and penalise bad ones.
DKI ensures that your ad copy always contains the exact keyword that someone is searching for; improving the relevancy of your ad, and in turn, will be graded by the Quality Score metric.
Writing ad copy that speaks directly to a specific audience improves not only the relevance of keywords but also increases the click-through rate of ads.
High Quality Scores are key to good paid search performance. When trying to reach a large group of people, it’s often better to craft several ads that target smaller, more specific interests and audiences.
Specificity in ad copy helps create relevance between your product or service and the searcher intent – and this will drive up QS by engaging searchers more quickly and successfully than generic copy.
Applying focus and optimization when choosing keywords for an ad determines how successful it will be when displayed in web searches, so use DKI as a key tool to get ahead in paid search marketing.
Doing so may unlock up to 50% discounts on your CPCs – an incredibly lucrative reward for those willing to take that extra effort! Perfecting a campaign takes time and research, but the potential for drastically reduced costs makes it more than worthwhile.
How to use dynamic keyword insertion in your Google Ads campaigns
Setting up your dynamic keyword insertion (DKI) ads has never been easier. To put set up your ad, start by going to your Google Ads search ad and inserting the headline or description of your choice.
Type the symbol { in order to activate Google’s guided insertion function which will allow you to set up DKI code within seconds.
The next step is to add a fallback keyword in case the person who types into Google types something longer than 30 characters. Google added this option as a safety net to use as a backup headline.
Once you’ve done this, click save, and your DKI ad is ready to go! It’s really that simple – no matter how complicated or niche your keywords
To enhance the advertisement’s performance, it is always recommended to format the text appropriately – title case, sentence case or lower case – according to its purpose.
Make sure to preview your DKI copy before publishing it, as neglecting this step can lead to unexpected results and a less successful advertisement overall.
Tips for getting the most out of dynamic keyword insertion
Monitor the Quality Score of your ads closely
Make sure that you have a good understanding of what metrics are driving up or down your score. You can see this in the ‘Keywords’ section of your ad group settings.
Focus on improving ad group targeting
Ad groups are one of the most important components in improving Quality Scores, but it’s not enough to have them thrown together randomly.
To really make an ad group perform its best, you need to organize them into tight themes. By focusing on a common factor or theme within an ad group – such as product type or service request – you increase the relevance of each keyword and ad to that specific topic.
Case Study: dentist client uses DKI
This dentist is a prime example of how well DKI works in successful digital marketing campaigns.
After months of seeing little-to-no results and working with two different agencies, they decided to try one more time…
They worked with a specialist in PPC for dentists and discovered the new concept of deciding to use DKI (Dynamic Keyword Insertion) to improve the quality of their PPC campaigns on Google Ads.
The results were more than impressive! Their Quality Score improved significantly and the conversion rate nearly tripled, resulting in a dramatic decrease in cost per click.
Their cost per new patient dropped to an impressive $3.31, with an 11% clickthrough rate on their ads. Clearly, adding DKI has been critical in helping this dentist achieve such positive PPC metrics.
Ready to try DKI?
Dynamic keyword insertion is an incredibly powerful tool for PPC marketers and can be used to drastically improve ad performance. As seen in the case study above, when done correctly, DKI can drive down CPCs significantly while improving the overall Quality Scores.
Using this technique will help you create more relevant ads that will engage searchers better and save you money in the long run.