Adwords is a paid online advertising tool developed by Google and it takes advertising a notch higher whether it is intended to attract customers locally or globally. Keyword insertion is a feature of Adwords that updates the ad to include keywords that would suit the customer’s search.
In order that dynamic keyword insertion will be done properly, it is prudent that the user has some vital information about the feature and this article attempts to provide that information.
1. To begin with, it is best to consider how the keyword insertion works; Adwords enables you to have a keyword insertion code in your headline and this would be replaced by words from your adgroup. In the event where it cannot be replaced the keywords due to length, it will then stick to the closest word.
a) If you are advertising for Tea your headline may be : Buy ( Keyword : Tea)
b) When a user searches for Herbal Tea, dynamic keyword insertion then updates the headline text to:Buy HerbalTea depending on the length and words in the adgroup.
c) For a headline the keyword insertion allows for twenty-five (25) characters so in the event where the customer searches for hot HerbalTea with brown sugar the headline will be Buy Tea since the search characters are longer than permitted.
2. In order to access this new dynamic keyword insertion feature, you must first have an Adwords account. This can be done so long as you own an email address and a website (it is still possible to use AdWords without a website by signing into Adwords express).
3. Dynamic keyword insertion or DKI as its popularly known is a valuable asset when used properly because it gives the user the feel of being relevant since most of his search terms may match the headline directly. This will generate more clicks to the particular ad hence increasing performance of the ad.
4. In as much as the dynamic keyword insertion feature increases views of an ad, it is not a free feature. Users therefore must check if the added payment is relevant to income generation of the company.
5. It must also be noted in the use of DKIs, keywords used must not be owned by brands or trademarks. If this is not properly checked, the user risks legal action by the owners of these trademarks. Furthermore if the keyword includes words that campaign for competitors, the headline of the ad may change to work against the user without anyone actually taking any legal action.
Nevertheless when used properly dynamic keyword insertion can be an effective advertisement tool and to probably avoid some of the downsides, a professional marketer can be hired to manage the account.