Dynamic keyword insertion is an important feature provided by Google Ads, Microsoft adCenter, and Yahoo. Keyword insertion lets the marketer automatically update the content or ads with the keywords in the ad group that causes the ads to show. This can help to make an advertisement more relevant to users searching for what a marketer offers. Dynamic keyword insertion is an ideal strategy to improve relevancy and lower-paid ad costs. If the keyword insertion is used properly, it can deliver highly relevant results. In this article, CloudVandana will give an overview of Dynamic keyword insertion and the proper uses of this strategy.
Dynamic Keyword Insertion
Dynamic Keyword insertion is an advanced ad feature offered by Google and a few other search engines that use machine learning or AI to customize online ads to match users’ search queries. For example, if a marketer creates an advertisement for a bakery shop, he/she could use chocolate muffins, cupcakes for corporate gifts, etc to display ads that use the exact same words the user searched. Using the same keyword assures the users that the marketer or advertiser has the same product the visitors are looking for.
Dynamic keywords allow the marketer to have ads appear in a different manner to different customers depending on what they are looking for, without creating multiple ads with different keywords.
Benefits of Dynamic Keyword Insertion
The Benefits of dynamic keyword insertion are as follows-
- Dynamic keyword increases the ad relevance. Matching the keywords with searchers’ queries makes an ad more relevant to users.
- Ads with dynamic keywords become more visible to users and generally increase the click-through rate.
- Dynamic keyword improves the quality score. Dynamic ads can increase their quality score and help the marketer reach more users.
- These are very effective for retargeting.
- Dynamic ads allow the marketer to target several related keywords with one advertisement.
Dynamic ads are easier to manage and can improve click-through rates. But there are a few cons that a marketer should be aware of before starting the strategy.
The cons of dynamic keyword insertion
- Long-tail keywords can indicate buyer intent, but they may not display correctly in dynamic ads.
- Dynamic keywords can create awkward ads if the marketer is not careful.
Dynamic Keywords Best Practices
Dynamic keyword insertion is a great strategy to stand out in a competitive pay-per-click environment. The following strategies will help marketers to create effective dynamic ads.
1. Broad Match Keywords Should Be Avoided
Broad keywords are not effective as dynamic keywords are used to create highly relevant ads. For example, if a marketer wants to create an ad for a broad term like ‘toothpaste’, there is no point in using a dynamic ad. But if the marketer wants to target a precise term like ‘mint toothpaste for a fresh mouth’, dynamic ads are a great choice. Marketers can reserve dynamic keyword insertion for longer, precise keywords.
2. Asset Options To Make Sense Together
Dynamic ads allow the marketers to create multiple versions of an ad, but they don’t just plug different keywords into the exact same advertisement. Instead, multiple assets can be uploaded for each part of the ad. Poorly designed dynamic ads can decrease conversions sometimes, and that can lead to reducing trust in the brand.
3. A/B Test To Maximise CTR
Marketers should always A/B test their dynamic ads for a better return. They can test with headlines, link descriptions, CTA buttons, text, images, or keywords. Marketers can do experiments with these elements for more clicks and conversions.
4. Related Ad Groups
Dynamic keyword insertions are designed to create highly relevant ads. So each ad group should be closely related. Marketers or advertisers should not use different products in the same dynamic ad group. Instead of adding different products in the same ad group, advertisers should target one group of closely related products or services.
Digital Marketing Manager at Cloudvandana Solutions