Holiday PCC is beyond competitive. CPCs rise as more players enter the game and regular competitors bump up their budgets.

So its time to go back to the PPC blackboard and get creative!

Create Ultra Specific Text Ads Using Dynamic Keyword Insertion.

Dynamic Keyword Insertion (DKI) is an advanced feature that helps you easily create relevant ads feature for a diverse audience. DKI allows you to insert a short piece of code into the ad text and then Google automatically replaces the code with the keyword that triggered your ad each time your ad shows.

If you  want to use DKI, insert the following code anywhere in your text ad: {keyword:default text}

When your ad appears on a search result page,  Google replaces the above code to the keyword that triggered the ad.

Dynamic keyword insertion

Note: The DKI feature can be used for any text ad created within the search or display network - product ads, mobile ads, location business ads etc.

DKI helps you create ads that more relevant to your users which can boost your click through rates immensely. It just makes sense: Users are more likely to notice and respond to an ad that specifically references a product over a more general ad .

DKI also makes it easy to create multiple unique ads for a large number of keywords.  But it's important to make sure that all of your keywords in your ad group are are closely related and fit well in each ad variation. If not, you could end up joining one of the many DKI causalities:

Tips for using Dynamic Keyword Insertion

Count your characters.

Count and recount the characters of your keywords because if the keyword causes your text to exceed the limit, Google will display the default text.

Be descriptive.

The best thing about DKI is it allows your ad to extremly specific, but don't stop there. Add a  descriptive word along with the DKI keyphrase.
EX:  If your DKI keyphrase is "Place Settings" add the word "Discount" or "Beautiful" to help your ad stand out.

Use Code Creatively.

Google allows you to insert the keyword insertion code multiple times within the same ad, over several ads and even within destination URLs & display URLs.

Use Varation.

Google's standard format for DKI is: {keyword:yourdefaulttext}
But as you probably know, ads with capitolized text have been shown to nab users attention and garner higher click through rates. Google allows DKI capitalization variations for your ads in these formats:

  • keyword – No capitalization
  • Keyword – First word is capitalized
  • KeyWord – Every word is capitalized
  • KEYword – Every letter in first word is capitalized
  • KEYWord -Every letter in the first word AND the first letter of the second
  • KEYWORD – Every letter is capitalized

Preview and Test.

Check how your DKI ads will appear using the Adword preview tool by searching for a keyword within the ad's group. Be vigilant about testing and tracking your ads. Set alarms on your calendar to remind you to check your ads. Its better to catch a ineffective ad or a glitch in phrasing $50 in than it is $500.

If you want to learn more about DKI, check out Google's beginner guide.