One fundamental of paid search management is in establishing a good hierarchical structure for each of your campaigns. Good structure means that keywords are grouped into tight themes, and then placed in distinct groups with ad text appropriate for the theme.
For example, if you were a luxury oceanfront resort on Miami Beach, it would be a good idea to have separate groups for “miami beach hotels” versus “miami beach resorts.” By doing so, you can then write a hotel-themed ad for your hotel group and a resort-themed ad for your resort group. As a result, your ads will contain text that closely relates to the keyword phrases triggering the ad. Usually, this will increase the number of clicks the ad receives.
This practice can, however, get overwhelming for businesses that sell a product that has many variants. Auto parts is a classic example. A prospective customer on Google might search for a product by its generic name (for example, “brake pads”), or by something much more specific (“ford brake pads,” “ford F-150 brake pads,” or “2006 ford F-150 brake pads”).
If you were to create an ad group for every make, model, and year combination above, you’d be looking at setting up several thousand groups to support the many possible permutations of a single product type.
Use Dynamic Keyword Insertion (DKI) to insert the exact search query into your ad.
You can ease some of this burden by using a technique called Dynamic Keyword Insertion. With dynamic keyword insertion, the searcher’s actual search query will be inserted directly into your ad at the location of your choice. Here is the syntax you would use on Google AdWords when creating your ad:
In this example, the search query would be inserted in the ad title, although you could opt for the description as well. The text you write after the colon would be displayed if the search query were to contain more characters than permitted by the field (in Google’s case, 25 characters for the title and 35 for each description line).
Also, you can control how capitalization is displayed:
{keyword: } – all lowercase
{KEYWORD: } – all uppercase
{Keyword: } – first letter of title is capitalized
{KeyWord: } – first letter of each word is capitalized
By using dynamic keyword insertion, you can deliver highly relevant ads while cutting out some of the management overhead associated with multiple ad groups.
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