Ninja PPCDynamic Keyword   Insertion #NinjaPPC                  trada.com
#NinjaPPC
Matt Hessler,Director of Account Management      and PPC Swordsmith         @fasterstill          Anna Sawyer,     Marketi...
The basics of DKIFollow us! @annafsawyer @fasterstill   trada.com
What is DKI?                                       Dynamic Keyword                                         Insertion is th...
What does that      even mean?                            Drive traffic to                             landing pages       ...
and writeYou use a fancy                            just  ninja trick                            one ad                   ...
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 ef...
Oh, and:                                       When a user sees                                           his exact       ...
The summary:                                       DKI has the ability                                        to serve ad ...
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!)                           ...
Four elements of a        DKI ad:                                        the ad group                                     ...
Four elements of a        DKI ad:                                        the ad group    ad group: katanas                ...
Four elements of a        DKI ad:                                        the ad group    ad group: katanas                ...
Four elements of a        DKI ad:                                        the ad group    ad group: katanas                ...
Four elements of a        DKI ad:                                           the ad group                                  ...
OK, what did we do       here?(thanks, askaninja.com!)   trada.com
We used the                                          default keyword as                                              a var...
Question: do ninjas have     moustaches?             Dr. McNinja’s father had a moustache.                  And American N...
Anyway, back to DKI.                                          Remember our ad (Ninjas get sidetracked                     ...
ad group: katanas     This was our                          katanas    default keyword.                   japanese katanas...
So if a user enters       our default        keyword,                                       50% off Katanas   katanas, as ...
And! because                      50% off Japanese Katanas   we’ve used DKI, if                  Free shipping on tons of ...
Why is this good         again?                                       When a user sees                                    ...
Why is this good         again?                                       Also, DKI saves you                                 ...
So you’re probably       wondering:                                                   Yep!      Can I use DKI in    just o...
So you’re probably       wondering:     What happens     when I use DKI    with broad match                   We’ll get to...
So you’re probably       wondering:    What if the search                                       The ad will show    query ...
So you’re probably       wondering:      How does DKI                       For Google: DKI      affect Quality           ...
So you’re probably       wondering:      How does DKI                     If you’re using DKI on      affect Quality      ...
So you’re probably       wondering:                                            We suggest using                           ...
Proceed with caution!!!(thanks, askaninja.com!)   trada.com
It can be easy to   make mistakes with           DKI.                                        You are basically            ...
Here are some of       the possible     ramifications of    poorly executed                    Up to 50% off Buy Swords    ...
Looking for Brains?      Or even worse                    Save on Brains when you shop                                    ...
1. Keep your ad    How to prevent                        groups small,  yourself from looking                      relevan...
How to prevent  yourself from looking      like an idiot:                   2. Use negative                               ...
3. Check the search    How to prevent                         query report  yourself from looking                frequentl...
How to prevent  yourself from looking      like an idiot:                   4. Be careful with                            ...
OK, let’s talk about   broad match. We ninjas don’t have acode. We believe in free  will. So do what you          want...(...
But be careful with  broad match!!! (thanks, askaninja.com!)   trada.com
Here are our broad     match tips:                                                  use negatives                         ...
We’re never going    to shut up about      broad match.                                           Tip: get really         ...
Time for ninja tips!Follow us! @annafsawyer @fasterstill   trada.com
Maybe you shouldn’t       use DKI.                                           Research your                                ...
Remember - drive trafficto a relevant landing page.                                          Make sure all the             ...
Use negatives to     keep your offer         honest.                                           Do you offer               ...
Choose ‘optimize     for clicks’.                                         This is the default                             ...
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 co...
Trada has thousands of online advertising       experts who do PPC and Facebook ads for you.PPC ninja   PPC ninja   PPC ni...
Multiple experts workon your campaign at   the same time.       You get: Diversity of thinkingConstant optimizationMultipl...
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         ...
Turbine: a Trada Client                          “The Trada marketplace quickly                           made me comforta...
@fasterstill        @annafsawyer                Time for questions!For more information or to schedule a Trada demo, email...
Internet              Ads UpdateLove Trada’s content? Anna and Matt release a weekly-ish     fast-paced podcast with pract...
Six Essential                                                                                    Ad        The            ...
@fasterstill        @annafsawyer                Time for questions!For more information or to schedule a Trada demo, email...
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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.

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

  1. 1. Ninja PPCDynamic Keyword Insertion #NinjaPPC trada.com
  2. 2. #NinjaPPC
  3. 3. Matt Hessler,Director of Account Management and PPC Swordsmith @fasterstill Anna Sawyer, Marketing Manager and DKI Throwing Star Master @annafsawyer trada.com
  4. 4. The basics of DKIFollow us! @annafsawyer @fasterstill trada.com
  5. 5. 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
  6. 6. What does that even mean? Drive traffic to landing pages specifically designed for PPC conversions.(thanks, askaninja.com!) trada.com
  7. 7. 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
  8. 8. It’s a little likereading a search engine user’s mind??? trada.com
  9. 9. Why should you use DKI?(thanks, askaninja.com!) trada.com
  10. 10. 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
  11. 11. 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
  12. 12. The summary: DKI has the ability to serve ad an that speaks directly to a user.Follow us! @annafsawyer @fasterstill trada.com
  13. 13. OK, cool. So how do I do it?Follow us! @annafsawyer @fasterstill trada.com
  14. 14. We’re going to tellyou...and then we’ll have to kill you. (Sorry.) (thanks, askaninja.com!) trada.com
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. OK, what did we do here?(thanks, askaninja.com!) trada.com
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. ad group: katanas This was our katanas default keyword. japanese katanas ninja katanas samurai katanasFollow us! @annafsawyer @fasterstill trada.com
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. Proceed with caution!!!(thanks, askaninja.com!) trada.com
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. How to prevent yourself from looking like an idiot: 2. Use negative keywords - a lot.Follow us! @annafsawyer @fasterstill trada.com
  41. 41. 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
  42. 42. How to prevent yourself from looking like an idiot: 4. Be careful with broad match.Follow us! @annafsawyer @fasterstill trada.com
  43. 43. 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
  44. 44. But be careful with broad match!!! (thanks, askaninja.com!) trada.com
  45. 45. 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
  46. 46. 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
  47. 47. Time for ninja tips!Follow us! @annafsawyer @fasterstill trada.com
  48. 48. 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
  49. 49. 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
  50. 50. 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
  51. 51. 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
  52. 52. Most importantly: Use your noodle!(thanks, askaninja.com!) trada.com
  53. 53. 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
  54. 54. 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
  55. 55. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
  56. 56. Who are these people?Certified PPC and Facebook Ads professionalsWorking full- and part-time
  57. 57. Turbine: a Trada Client
  58. 58. Turbine: a Trada Client CAMPAIGN STATS: Paid Search Experts: 15 Conversion Rate: 20% increase Click-Through Rate: 40% increase Cost-per-Conversion: 16% reduction
  59. 59. 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
  60. 60. @fasterstill @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com
  61. 61. 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!
  62. 62. 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
  63. 63. @fasterstill @annafsawyer Time for questions!For more information or to schedule a Trada demo, email sfox@trada.com trada.com
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