Dynamic Keyword Insertion: Ninja PPC
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Dynamic Keyword Insertion: Ninja PPC

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So you want to be a search marketing master. ...

So you want to be a search marketing master.

Dynamic Keyword Insertion is the five-point palm exploding heart technique of PPC. If you do it right, you can annihilate your competitors. If you do it wrong… BUM BUM BUMMMMM… well, let’s just say you can do some serious damage to your campaign.
In this short, in-depth free webinar, we’ll share the strategies, opportunities and pitfalls of Dynamic Keyword Insertion.

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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Dynamic Keyword Insertion: Ninja PPC Presentation Transcript

  • 1. Dynamic Keyword Insertion:Ninja PPC #ninjaPPC trada.com
  • 2. Ninja Brandon Hess, Account Manager Ninja Anna Sawyer, Marketing Manager trada.com
  • 3. The basics of DKI trada.com
  • 4. What is DKI? Dynamic Keyword Insertion is the practice of using variables in search ads to allow a user’s exact search term to show within an ad. trada.com
  • 5. What does that even mean? Drive traffic to landing pages specifically designed for PPC conversions.(thanks, askaninja.com!) trada.com
  • 6. and writeYou use a fancy just ninja trick one ad and it’s like you wrote an ad for every keyword trada.com
  • 7. Why should you use DKI?(thanks, askaninja.com!) trada.com
  • 8. It saves time. With DKI, you can have the effect of having written an ad for every possible search term - and at the very least, each of your keywords. trada.com
  • 9. Oh, and: When a user sees his exact search term in an ad, it tends to boost click- through rate. trada.com
  • 10. The summary: DKI has the ability to serve ad an that speaks directly to a user. trada.com
  • 11. OK, cool. Sohow do I do it? trada.com
  • 12. We’re going to tellyou...and then we’ll have to kill you. (Sorry.) (thanks, askaninja.com!) trada.com
  • 13. Four elements of a DKI ad: the ad group the keywords in the ad group the default keyword the ad trada.com
  • 14. Four elements of a DKI ad: the ad groupad group: katanas the keywords in the ad group the default keyword the ad trada.com
  • 15. Four elements of a DKI ad: the ad groupad group: katanas the keywords in katanas the ad group japanese katanas ninja katanas the default samurai katanas keyword the ad trada.com
  • 16. Four elements of a DKI ad: the ad groupad group: katanas the keywords in katanas the ad group japanese katanas ninja katanas the default samurai katanas keyword the ad trada.com
  • 17. Four elements of a DKI ad: the ad group the keywords inUp to 50% off {KeyWord: Katanas}Free shipping on a huge selection of the ad groupauthentic {KeyWord: Katanas}. Shop Now!tradaswords.com/{KeyWord:Katanas} the default keyword the ad trada.com
  • 18. OK, what did we do here?(thanks, askaninja.com!) trada.com
  • 19. We used the default keyword as a variable. We told GoogleUp to 50% off {KeyWord: Katanas}Free shipping on a huge selection of to do thisauthentic {KeyWord: Katanas}. Shop Now!tradaswords.com/{KeyWord:Katanas} by placing the keyword in curly braces. (The punctuation that looks like a moustache.) trada.com
  • 20. Question: do ninjas have moustaches? Dr. McNinja’s father had a moustache. And American Ninja 2 had a moustache... but we don’t talk about that. (thanks, drmcninja.com!) trada.com
  • 21. Anyway, back to DKI. Remember our ad (Ninjas get sidetracked group?more than you’d expect.) ad group: katanasUp to 50% off {KeyWord: Katanas}Free shipping on a huge selection ofauthentic {KeyWord: Katanas}. Shop Now! katanastradaswords.com/{KeyWord:Katanas} japanese katanas ninja katanas samurai katanas trada.com
  • 22. ad group: katanas This was our katanasdefault keyword. japanese katanas ninja katanas samurai katanas trada.com
  • 23. So if a user enters our default keyword, Up to 50% off Katanaskatanas, as their Free shipping on a huge selection of authentic Katanas. Shop Now! search term, the tradaswords.com/Katanas ad will look like this. trada.com
  • 24. And! because Up to 50% off Japanese Katanaswe’ve used DKI, if Free shipping on a huge selection of authentic Japanese Katanas. Shop Now!a user enters any tradaswords.com/JapaneseKatanas of the other Up to 50% off Ninja Katanas keywords in our Free shipping on a huge selection of authentic Ninja Katanas. Shop Now! ad group, that tradaswords.com/NinjaKatanas keyword will Up to 50% off Samurai Katanas Free shipping on a huge selection ofmagically appear in authentic Samurai Katanas. Shop Now! tradaswords.com/SamuraiKatanas the ad that is served. trada.com
  • 25. Why is this good again? When a user sees his exact search term in an ad, it boosts click-through rate. Also, DKI saves you time, because you don’t have to write an ad for every keyword. trada.com
  • 26. So you’re probably wondering: Yep! Can I use DKI injust one line of my Up to 50% off {KeyWord: Katanas} ad, like the Free shipping on a huge selection of authentic swords and accessories. Shop Now! headline? tradaswords.com/katanas trada.com
  • 27. So you’re probably wondering: What happens when I use DKIwith broad match We’ll get to this in keywords? a minute, but the short answer is: be careful. trada.com
  • 28. So you’re probably wondering:What if the search The ad will showquery is too long your default to fit within the keyword: character limit? Up to 50% off Katanas Free shipping on a huge selection of authentic Katanas. Shop Now! tradaswords.com/Katanas trada.com
  • 29. So you’re probably wondering: For Google: DKI How does DKI doesn’t directly affect Quality affect Quality Score? Score, but it does increase click- through rate, which is great for Quality Score! trada.com
  • 30. So you’re probably wondering: How does DKI Also: if you’re affect Quality using DKI on the Score? Search Alliance, they have said that it can increase Quality Score. trada.com
  • 31. So you’re probably wondering: We suggest using title casing, which What’s the deal looks like this inwith capitalization? your DKI ad: Up to 50% off {KeyWord: Katanas} Free shipping on a huge selection of authentic {KeyWord: Katanas}. Shop Now! tradaswords.com/{KeyWord:Katanas} (Note capital K and W). trada.com
  • 32. Proceed with caution!!!(thanks, askaninja.com!) trada.com
  • 33. It can be easy tomake mistakes with DKI. You are basically trusting a formula to write readable ad copy. trada.com
  • 34. Up to 50% off Buy SwordsHere are some of Free shipping on a huge selection of authentic Buy Swords. Shop Now! the possible tradaswords.com/BuySwords ramifications ofpoorly executed Or even worse DKI: (this is real): Looking for Brains? Save on Brains when you shop at Ebay. Huge selection! ebay.com/brains trada.com
  • 35. 1. Keep your ad How to prevent groups small,yourself from looking relevant and like an idiot: thematically- organized. This includes organizing by part of speech (i.e. nouns in one ad group). trada.com
  • 36. How to preventyourself from looking like an idiot: 2. Use negative keywords - a lot. trada.com
  • 37. 3. Check the search How to prevent query reportyourself from looking frequently to see what like an idiot: kinds of search terms your keywords are triggering. (Also use this data to brainstorm negatives.) trada.com
  • 38. How to preventyourself from looking like an idiot: 4. Be careful with broad match. trada.com
  • 39. OK, let’s talk about broad match. We ninjas don’t have acode. We believe in free will. So do what you want...(thanks, askaninja.com!) trada.com
  • 40. But be careful with broad match. Here are our broad use negatives match tips: especially for things like “sucks”Up to 50% off Trada Swords SuckFree shipping on a huge selection of avoid competitor’s termsauthentic Trada Swords Suck. Shop Now!tradaswords.com/Trada Swords Suck don’t use with ad extensions single word broad match keywords are basically insane always be testing trada.com
  • 41. We’re never goingto shut up about broad match. Tip: get really familiar with what broad match allows before you run broad DKI campaigns. Read the fine print. trada.com
  • 42. Time for ninja tips! trada.com
  • 43. Maybe you shouldn’t use DKI. Reseach your competitor’s ads. Are they all using DKI? If so, clever unique ad copy will get you noticed. trada.com
  • 44. Remember - drivetraffic to a relevant landing page. Make sure all the keywords in your ad group make sense with the landing page you’ve chosen. Poor landing page choice with DKI can increase bounce rate. trada.com
  • 45. Use negatives tokeep your offer honest. Is what you offer cheap, discounted or free? If not, add those terms as negatives. trada.com
  • 46. Choose ‘optimize for clicks’. This is the default setting in AdWords, and it’s a good way to control spend with DKI. trada.com
  • 47. Most importantly: Use your noodle!(thanks, askaninja.com!) trada.com
  • 48. Here’s where we take twominutes to tell you that Trada is like having a hugededicated ninja team...... and it doesn’t cost any more than if you were to do search marketing yourself. trada.com
  • 49. Trada has a large, global crowd of certifiedpaid search experts who do SEM for you. trada.com
  • 50. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks trada.com
  • 51. and they already know how to use DKI! trada.com
  • 52. It’s pay-for-performance. There are NO fees:no startup fees, no management fees. You can get started right away. trada.com
  • 53. Time for questions!For more information or to schedule a demo, email anna@trada.com trada.com