PPC Dynamic Insertion - Increases Performance 65 Percent

by:Anne Haynes

Today, I listened to the premier or PPC Rock Starts on Webmasterradio.fm. Matt Van Wagner was interviewed and went into detail on dynamic keyword insertion or DKI. Van Wagner went into the different DKI features within Google, Yahoo! and MSN. He mentioned utilizing DKI will increased CTR when done correctly and decrease conversions when implemented incorrectly. The 25 character keyword title is important to consider when building in DKI. FindMeFaster.com is working on a DKI simulator for adwords - release date June 1, 2008.

When Van Wagners was asked about Quality Score and dynamic keyword insertion, he stated DKI increases the CTR and the CTR will increase the quality score.

I’ve been running my own testing and I’ve noticed a substation increase in CTR by implementing DKI. It’s interesting, how many people are misinformed within the industry. Just a few weeks ago I was talking to a search marketing firm and the VP stated they stopped using DKI because they weren’t seeing the results.

An important distinction Van Wagner speaks about that hasn’t received too much web converge is where the “keyword” that’s dynamically inserted into the advertisement comes from. I’ve read, from a few resources, that the keywords come from the user’s search query. Van Wagner states, “The keyword comes from the AdGroup.” While I don’t know for sure, my guess is the search engine reviews the user’s search query and displays the most relevant keyword within the AdGroup.

In one of my campaigns, I’ve seen a 69% increase in CTR from the same time-frame last month. The campaigns total CTR was .76% and I’ve increased it to 1.29%. Another factor that is increasing my click-through-rates is my crazy ad copy. I’m managing a candle ecommerce store and I’ve been using descriptive words like, pamper, relax, treat coupled with action words and it’s working well. I’m waiting for my conversion and ROAS tracking code to be put in place, but it’s going to be fun to watch the performance of the campaign!

Monday 12 May 2008 | Anne Haynes | SEM

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