For a Dynamic Campaign, Deploy Dynamic Titles

Dynamic Keyword Insertion (DKI) is the chainsaw of SEM.  Everyone can agree that it’s a cool and powerful tool that should have a place in every paid search manager’s proverbial tool shed.  At the same time, many marketers are apprehensive about actually picking it up and using it.  If one loses control of it, things will get out of hand and you’ll go from quickly and precisely sculpting your project to irreversibly marring it beyond repair, and you may even lose a finger (read: client) or two in the process.

While it’s true that if used poorly, DKI could render your ads nonsensical, the truth is that the dangers have been greatly exaggerated.  Some marketers have seen the unfortunate results of using DKI in misspelling-oriented keyword groups or retailer campaigns with a massive and diverse array of products. These marketers can wonder about the wisdom of this tactic after seeing unfortunately-phrased long-tail combinations dynamically placed above their carefully manicured description lines. However, many marketers have seen the consistent increase in CTR that DKI provides and wondered how they ever lived without it.

Confining DKI to the areas where it will be both completely safe and highly effective is remarkably simple.  When seeking out the keywords to break into a DKI-safe ad group, know first that all keywords above the title-length limit for the engine in question are inherently safe because they will trigger the backup title rather than the dynamically generated option.  While that seems obvious, it’s critical enough that it merits explicit mention.  Because it’s possible to sort out every single keyword that won’t actually show dynamically due to length, the long-tail keywords that otherwise would represent a large portion of the keywords that look like DKI trouble can be instantly cleared for deployment.

Once a marketer has cut down the potential DKI keyword list to keywords below this limit, they should be looking at a much smaller keyword set that will need to actually be looked over and approved manually.  If one can identify rule-based criteria for exclusion, such as keywords that begin and/or end in certain words that you know to recur through the set (i.e. prepositions), this would further narrow the selections.

Dynamic Keyword Insertion has proven powerful and easy to execute properly in IgnitionOne’s media initiatives. The copywriting process typically consists of developing the ad templates to be employed with static titles, and then creating a dynamic title version of every single iteration to be tested against its static version.  If a marketer is brought onto a project and there is nary a curly-bracket in sight, the first question that should arise is: “Why is dynamic keyword insertion NOT being tested for this initiative?”

These are just a few helpful hints and best practices for employing Dynamic Keyword Insertion.  The art and science of putting this wonderful technology to good use could take up a long chapter in a thorough book on SEM.  Hopefully this brief objective examination will help some marketers adopt the test-first, assess-later, fear-never attitude towards DKI that will improve their campaigns and have them exploring other avenues such as {Idea: Your Own} and {Tactic: Best Practice} in no time!

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