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Thursday, March 22, 2007

Dynamic Keyword Insertion Question

Dynamic keyword insertion can be a great tool in AdWords (and other PPC engines that offer it) when used properly.

An interesting question about DKI popped up at DP today.

"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)?"

So does using dynamic keyword insertion help, hurt or have no direct impact on the quality score?

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9 Comments:

At 9:52 PM, Anonymous Tim Dineen said...

I haven't found DKI to hurt or help unless it's something that you use to improve the content of your landing page.

Often, knowing the information that the original searcher was seeking can be useful to providing a useful result to them when they finally land on your site - thus, using the same scenario, Google should use your landing page info to gauge quality scoring for that page.

Whether Google can technically consider the dynamic information, via their AdWords bots, is another question altogether, but DKI is useful in many many ways.

 
At 2:11 PM, Anonymous Anonymous said...

This an interesting question. I posted a response on my blog: PPC Hero, if you're interested in check it out. Thanks!

joe k.
http://ppchero.wordpress.com/

 
At 3:13 PM, Blogger Jeremy Mayes said...

Joe,

I don't mind a link drop here and there but you could at least post more than "go read my blog" don't you think?

 
At 11:42 AM, Anonymous Anonymous said...

Hey Jeremy. You're correct. My initial idea was to post my entire text in the comment here... but it just got too long (as you probably saw). So, I just posted the link. I'll watch that going forward.
Thanks!

 
At 11:51 AM, Blogger Jeremy Mayes said...

It's cool Joe, no worries.

Nice blog BTW:-)

 
At 9:53 AM, Blogger Steve said...

Hi there. It was me (CustardMite) that asked the question in the first place.

If I'm understanding Joe's blog correctly, it says that the relevancy of the advert is decided solely on the advert's clickthrough rate, so DKI should make no difference unless it impacts the clickthrough rate.

From talking to my tame Google bod, this is not true - advert text affects the quality score (though not instantly - Google checks your adverts every now and then).

It would appear from experimentation and other people's suggestions that the default option for the DKI is what is used to decide the advert's relevance (i.e. what appears if the search term is greater than 25 characters long).

I can't really agree that DKI insertion is without use, though it is probably used too often - if you have a lot of keywords that all generate profit, then you want adverts that appeal to the searchers, and you can't give them ALL their own adgroups. Whilst DKI doesn't improve your QS, often it'll improve your clickthrough rate - if you are searching for "Antique Blue Widgets", an advert for "Antique Blue Widgets" will be more appealing than an advert for "Blue Widgets"...

 
At 1:27 AM, Blogger Ventura said...

Hi Steve,

I could not understand your following statement "Whilst DKI doesn't improve your QS, often it'll improve your clickthrough rate -", because if I am not wrong a good clickthrough rate would also improve the QS. Clickthrough rate is 1 important parameter which Google considers while calculating the QS. Could you please explain.

 
At 8:08 AM, Blogger Jeremy Mayes said...

Ventura,

I think the point Steve was trying to make is that DKI in and of itself won't increase your quality score - a higher CTR will though and when used properly DKI can help increase CTR.

 
At 11:10 PM, Anonymous neil said...

DKI will definitely not help your quality. Adwords clearly indicates that it doesn't treat DKI as if the key phrase was part of the ad headline or text.

So, if you use DKI instead of the key phrase, you could potentially damage your quality score. Adwords likes to see the key phrase as part of the ad. If you remove the key phrase in favor of DKI, it could lower the quality.

 

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