The Perils of Dynamic Keyword Insertion

February 2, 2009

Digital Marketing ChannelAdvisor By ChannelAdvisor

For those who don’t know, Dynamic Keyword Insertion is an advanced feature that inserts keywords into your ads when they match user queries.  Most of the Providers also bold words within your ad that match the user query which has also shown to help boost up CTR.

Here are the commands you can use in each of the Providers to implement Keyword Insertion:

Keyword Match Types

It was long understood that using this feature was a known best practice as it will increase your CTR and effectively lower your Cost Per Click.

However, since this has become the norm for so long, everyone’s doing it! Paid search management

If your ad basically matches everyone else’s on the page, how are you going to get noticed?  See the screenshot for the term Paid Search Management and see an example of what I’m talking about:

The ads on the right side of the SERP all blur together, and these advertisers should DEFINITELY know better, as they are paid search managers themselves!

We recommend reviewing the SERPs from time to time and make sure that your ad sticks out from the crowd.

Here are a few tactics you could try to achieve this:

  • Create tighter Ad Groups so you can have the ultimate control over your ads’ relevancy
  • Try Keyword Insertion in Description Line 1 or Line 2 if everyone’s using it in the Headline
  • Get Creative!

Written by Andrew Belsky (andrew (dot) belsky (at) channeladvisor.com