One of the most brilliant tools out there to help out advertisers in making great ad texts is using Dynamic Key Insertion or DKI for short.
Dynamic Keyword insertion is basically a way to get the searcher’s exact search query into the ad text. Now, if the searcher’s query is amalgamated into your ad text, then it will show up higher in the results and the user will deem your text to be the most relevant one. The click through rate will thus increase significantly. Yahoo’s Search Marketing and Google’s AdWords use the same technique to gauge the relevance of the ad to the query. This can be attained by using the keyword in either the title, the text of the body or in the display URL. The command will automatically add the keyword in to your ad text.
The thing to look out for here is to keep the DKI character limit in accordance with the ad limit. The dynamic Keyword should fit in to the limits imposed by you in the title or text body otherwise the default text that you write down in your account will be displayed.
The MSN adCenter on the other hand has a different take on this. While writing the ad text, it gives the option of entering multiple variables e.g. [keyword], [param1], [param2], [param3]. The variable marker as keyword is what ads the query in to the ad. The adCenter takes the DKI concept to the next level while using the [param] variables. The three parameters are at the keyword stage and can be customized, so you can change the destination URL and two other aspects within the ad text for example shipping time or the price. This translates in to this. The moment a query is made your generic text will be customized and the ad displayed will be answering the query of the searcher. For example:
Ad text: ‘Shirts will [param2],and [param3] can be changed throughout the life of the campaign.
• Shirts will be delivered in 3 days and shipped anywhere
In general using DKI will increase the click through rate for your ad campaign. But there are certain considerations that have to be kept in mind. People or inexperience advertisers use the DKI tool to cover up for a bad PPC campaign. They use too many keywords in the ad text of a single as group and make use of the DKI to customize the ad text massively whenever a search query is made. This might look like a good solution but it is not so. PPC search engines have mechanism in place who will actually be punishing you for such a thing. Therefore in order to make the best use of DKI in order to improve your click through rate, improvise your account structure and group together the similarly themed keywords. This way you will be using DKI for the right purpose and not just covering up a bad campaign.
