[WEBINAR] Ninja PPC: Dynamic Keyword Insertion
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[WEBINAR] Ninja PPC: Dynamic Keyword Insertion

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Increase click-through rate and drive down costs! Put on your ninja mask, tiptoe to your computer and join the advanced PPC experts from Trada for this practical and in-depth webinar. ...

Increase click-through rate and drive down costs! Put on your ninja mask, tiptoe to your computer and join the advanced PPC experts from Trada for this practical and in-depth webinar.

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

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  • Here's a great additional blog post on Trada's blog about dynamic keyword insertion:

    http://www.trada.com/blog/using-dynamic-keyword-insertion/
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[WEBINAR] Ninja PPC: Dynamic Keyword Insertion [WEBINAR] Ninja PPC: Dynamic Keyword Insertion Presentation Transcript

  • Ninja PPCDynamic Keyword Insertion #NinjaPPC trada.com
  • #NinjaPPC
  • Matt Hessler,Director of Account Management and PPC Swordsmith @fasterstill Anna Sawyer, Marketing Manager and DKI Throwing Star Master @annafsawyer trada.com
  • The basics of DKIFollow us! @annafsawyer @fasterstill trada.com
  • 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.Follow us! @annafsawyer @fasterstill trada.com
  • What does that even mean? Drive traffic to landing pages specifically designed for PPC conversions.(thanks, askaninja.com!) trada.com
  • and writeYou use a fancy just ninja trick one ad and it’s like you wrote an ad for every keyword Follow us! @annafsawyer @fasterstill trada.com
  • It’s a little likereading a search engine user’s mind??? trada.com
  • Why should you use DKI?(thanks, askaninja.com!) trada.com
  • 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.Follow us! @annafsawyer @fasterstill trada.com
  • Oh, and: When a user sees his exact search term in an ad, it tends to boost click- through rate.Follow us! @annafsawyer @fasterstill trada.com
  • The summary: DKI has the ability to serve ad an that speaks directly to a user.Follow us! @annafsawyer @fasterstill trada.com
  • OK, cool. So how do I do it?Follow us! @annafsawyer @fasterstill trada.com
  • We’re going to tellyou...and then we’ll have to kill you. (Sorry.) (thanks, askaninja.com!) trada.com
  • Four elements of a DKI ad: the ad group the keywords in the ad group the default keyword the adFollow us! @annafsawyer @fasterstill trada.com
  • Four elements of a DKI ad: the ad group ad group: katanas the keywords in the ad group the default keyword the adFollow us! @annafsawyer @fasterstill trada.com
  • Four elements of a DKI ad: the ad group ad group: katanas the keywords in katanas the ad group japanese katanas ninja katanas the default samurai katanas keyword the adFollow us! @annafsawyer @fasterstill trada.com
  • Four elements of a DKI ad: the ad group ad group: katanas the keywords in katanas the ad group japanese katanas ninja katanas the default samurai katanas keyword the adFollow us! @annafsawyer @fasterstill trada.com
  • Four elements of a DKI ad: the ad group the keywords in50% off {KeyWord: Katanas}Free shipping on tons of the ad groupauthentic {KeyWord: Katanas}. Shop Now!tradaswords.com/{KeyWord:Katanas} the default keyword the adFollow us! @annafsawyer @fasterstill trada.com
  • OK, what did we do here?(thanks, askaninja.com!) trada.com
  • We used the default keyword as a variable. We told Google50% off {KeyWord: Katanas}Free shipping on tons of to do thisauthentic {KeyWord: Katanas}. Shop Now!tradaswords.com/{KeyWord:Katanas} by placing the keyword in curly braces. (The punctuation that looks like aFollow us! @annafsawyer @fasterstill moustache.) trada.com
  • 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
  • Anyway, back to DKI. Remember our ad (Ninjas get sidetracked group?more than you’d expect.) ad group: katanas50% off {KeyWord: Katanas}Free shipping on tons ofauthentic {KeyWord: Katanas}. Shop Now! katanastradaswords.com/{KeyWord:Katanas} japanese katanas ninja katanas samurai katanas Follow us! @annafsawyer @fasterstill trada.com
  • ad group: katanas This was our katanas default keyword. japanese katanas ninja katanas samurai katanasFollow us! @annafsawyer @fasterstill trada.com
  • So if a user enters our default keyword, 50% off Katanas katanas, as their Free shipping on tons of authentic Katanas. Shop Now! search term, the tradaswords.com/Katanas ad will look like this.Follow us! @annafsawyer @fasterstill trada.com
  • And! because 50% off Japanese Katanas we’ve used DKI, if Free shipping on tons of authentic Japanese Katanas. Shop Now! a user enters any tradaswords.com/JapaneseKatanas of the other 50% off Ninja Katanas keywords in our Free shipping on tons of authentic Ninja Katanas. Shop Now! ad group, that tradaswords.com/NinjaKatanas keyword will 50% off Samurai Katanas Free shipping on tons of magically appear in authentic Samurai Katanas. Shop Now! tradaswords.com/SamuraiKatanas the ad that is served.Follow us! @annafsawyer @fasterstill trada.com
  • Why is this good again? When a user sees his exact search term in an ad, it boosts click-through rate.Follow us! @annafsawyer @fasterstill trada.com
  • Why is this good again? Also, DKI saves you time, because you don’t have to write an ad for every keyword.Follow us! @annafsawyer @fasterstill trada.com
  • So you’re probably wondering: Yep! Can I use DKI in just one line of my 50% off {KeyWord: Katanas} ad, like the Free shipping on tons of authentic swords and accessories. Shop Now! headline? tradaswords.com/katanasFollow us! @annafsawyer @fasterstill trada.com
  • So you’re probably wondering: What happens when I use DKI with broad match We’ll get to this in keywords? a minute, but the short answer is: be careful.Follow us! @annafsawyer @fasterstill trada.com
  • So you’re probably wondering: What if the search The ad will show query is too long your default to fit within the keyword: character limit? 50% off Katanas Free shipping on tons of authentic Katanas. Shop Now! tradaswords.com/KatanasFollow us! @annafsawyer @fasterstill trada.com
  • So you’re probably wondering: How does DKI For Google: DKI affect Quality doesn’t directly affect Score? Quality Score, but it does increase click- through rate, which is great for Quality Score!Follow us! @annafsawyer @fasterstill trada.com
  • So you’re probably wondering: How does DKI If you’re using DKI on affect Quality the Search Score? Alliance, they have said that it can increase Quality Score.Follow us! @annafsawyer @fasterstill trada.com
  • So you’re probably wondering: We suggest using title casing, which What’s the deal looks like this in with capitalization? your DKI ad: 50% off {KeyWord: Katanas} Free shipping on tons of authentic {KeyWord: Katanas}. Shop Now! tradaswords.com/{KeyWord:Katanas} (Note capital K and W).Follow us! @annafsawyer @fasterstill trada.com
  • Proceed with caution!!!(thanks, askaninja.com!) trada.com
  • It can be easy to make mistakes with DKI. You are basically trusting a formula to write readable ad copy.Follow us! @annafsawyer @fasterstill trada.com
  • Here are some of the possible ramifications of poorly executed Up to 50% off Buy Swords Free shipping on a huge selection of DKI: authentic Buy Swords. Shop Now! tradaswords.com/BuySwordsFollow us! @annafsawyer @fasterstill trada.com
  • Looking for Brains? Or even worse Save on Brains when you shop at Ebay. Huge selection! (this one’s real). ebay.com/brainsFollow us! @annafsawyer @fasterstill trada.com
  • 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).Follow us! @annafsawyer @fasterstill trada.com
  • How to prevent yourself from looking like an idiot: 2. Use negative keywords - a lot.Follow us! @annafsawyer @fasterstill trada.com
  • 3. Check the search How to prevent query report yourself from looking frequently to see what like an idiot: kinds of search terms your keywords are triggering. (Also use this data to brainstorm negatives.)Follow us! @annafsawyer @fasterstill trada.com
  • How to prevent yourself from looking like an idiot: 4. Be careful with broad match.Follow us! @annafsawyer @fasterstill trada.com
  • 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
  • But be careful with broad match!!! (thanks, askaninja.com!) trada.com
  • Here are our broad match tips: use negatives especially for things like “sucks”50% off Trada Swords SuckFree shipping on tons 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 testingFollow us! @annafsawyer @fasterstill trada.com
  • We’re never going to shut up about broad match. Tip: get really familiar with what broad match allows before you run broad DKI campaigns. Read the fine print.Follow us! @annafsawyer @fasterstill trada.com
  • Time for ninja tips!Follow us! @annafsawyer @fasterstill trada.com
  • Maybe you shouldn’t use DKI. Research your competitor’s ads. Are they all using DKI? If so, clever unique ad copy will get you noticed.Follow us! @annafsawyer @fasterstill trada.com
  • Remember - drive trafficto 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.Follow us! @annafsawyer @fasterstill trada.com
  • Use negatives to keep your offer honest. Do you offer something cheap, discounted or free? If not, add those terms as negatives.Follow us! @annafsawyer @fasterstill trada.com
  • Choose ‘optimize for clicks’. This is the default setting in AdWords, and it’s a good way to control spend with DKI.Follow us! @annafsawyer @fasterstill trada.com
  • Most importantly: Use your noodle!(thanks, askaninja.com!) trada.com
  • 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 online advertising yourself. trada.com
  • Trada has thousands of online advertising experts who do PPC and Facebook ads for you.PPC ninja PPC ninja PPC ninja PPC ninja PPC ninja PPC ninja
  • Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
  • Who are these people?Certified PPC and Facebook Ads professionalsWorking full- and part-time
  • Turbine: a Trada Client
  • Turbine: a Trada Client CAMPAIGN STATS: Paid Search Experts: 15 Conversion Rate: 20% increase Click-Through Rate: 40% increase Cost-per-Conversion: 16% reduction
  • Turbine: a Trada Client “The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’ on paid search. Trada’s paid search experts know our industry lingo and are running on all cylinders, driving high volumes to our Dungeons & Dragons online gaming service.” – Chase Huber Director, Advertising
  • @fasterstill @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com
  • Internet Ads UpdateLove Trada’s content? Anna and Matt release a weekly-ish fast-paced podcast with practical tips forunderstanding and capitalizing on current trends in online advertising. Search for Trada in the iTunes store and subscribe! It’s free!
  • Six Essential Ad The Tips Seven Habitsof a Highly Successful Search Marketer Competitive More free stuff! Research: Spying on Your Enemies! Check your follow-up email for a link to PAID SEARCH PRIMER download Trada’s FREE Presented  By  Trada Paid Search Primer, a A COMPLETE GUIDE TO PAID SEARCH MARKETING 50-page eBook that will teach you everything you need to know to be successful in search r te at    M Quality Score: at th It Can Make marketing. cs or Break ri Bidding et Your Campaign M Strategy: Eyes on the Prize
  • @fasterstill @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com