Google AdWords Dynamic Keyword Insertion Tips

Jun 19, 2007 at 9:27am ET by Barry Schwartz

David Naylor has an excellent explanation of some of the advanced ways to use dynamic keyword insertion within Google AdWords.

Dynamic keyword insertion, also known as DKI, allows advertisers to specify if they would like the search query to be shown in their ad text for keywords that match their ads. For example, if I want an ad to be displayed for a search on “search engine optimization” but a person types in SEO, the ad title will pick up the query and display “SEO” instead of search engine optimization. This helps increase an ad’s click through rate.

Dave shared some advanced techniques on how the capitalization works with DKI:

If you want the dynamic text to be all lower case, use {keyword:Default_text}.
If you want the dynamic text to start with the first letter of the first word capitalized, use {Keyword:Default_text}.
If you want the dynamic text to have the first letter in caps for each word, use {KeyWord:Default_text}.
If you want the dynamic text to have the first word to all be in caps, use {KEYword:Default_text}.
If you want the dynamic text to have the first word to all be in caps and the other words to start with the first letter in caps, use {KEYWord:Default_text}.
If you want the dynamic text to all be in caps, use {KEYWORD:Default_text}

Microsoft adCenter’s blog also posted some DKI tips for their search ad platform.

Barry Schwartz is Search Engine Land's News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on very advanced SEM topics. Barry's personal blog is named Cartoon Barry and he can be followed on Twitter here.

See more articles by Barry Schwartz >

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