DKI Hazards                OR  How keyword insertion in GoogleAdWords can get you sued for millions
What is DKI?  Dynamic  Keyword  Insertion
What does it do?Turns searches intoyour adtext, automatically.
ExampleSomeone searches“shoes in Jerusalem”…
Your ads will look like this:Shoes in JerusalemGreat selection of shoesBuy them now on salewww.shoe-store.co.il
But this is what YOU wrote:{KeyWord:Cheap Shoes}Great selection of shoesBuy them now on salewww.shoe-store.co.il
So how does it work?  {KeyWord:Insertion Goes here}Add it in title, 1st line or 2nd line.
Another ExampleBook Title You wantedYes, we’ve got it in stock.Buy “book title” 20% off!www.book-store.co.il
So what’s the risk?
Google Says:“Keyword insertion isan advanced AdWordsfeature, so please useit with care”
This is now inSupreme Court…
Microsoft vs. Nana-10
HolmesPlace isin GreatShape!
Don’t mess with Groupon
Baligam can sue both…
Trademark Violation?
Trademark Violation?It’s legal to bid on thetrademark as a keyword.It’s illegal to use thetrademark on the ad copy.
OK, we’ve got the idea!
“But I didn’t mean to…”• Law doesn’t care• Prove your Goodwill• Don’t blame Google• Can’t drop it on Ad Agency• Admit the ...
How NOT to get sued• Don’t DKI competitors• Use [Exact Match]• Add Negative Keywords• Use normal ads, too• Separate Campai...
Uri breitman legal-_dki_hazards
Uri breitman legal-_dki_hazards
Uri breitman legal-_dki_hazards
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Uri breitman legal-_dki_hazards

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Uri breitman legal-_dki_hazards

  1. 1. DKI Hazards OR How keyword insertion in GoogleAdWords can get you sued for millions
  2. 2. What is DKI? Dynamic Keyword Insertion
  3. 3. What does it do?Turns searches intoyour adtext, automatically.
  4. 4. ExampleSomeone searches“shoes in Jerusalem”…
  5. 5. Your ads will look like this:Shoes in JerusalemGreat selection of shoesBuy them now on salewww.shoe-store.co.il
  6. 6. But this is what YOU wrote:{KeyWord:Cheap Shoes}Great selection of shoesBuy them now on salewww.shoe-store.co.il
  7. 7. So how does it work? {KeyWord:Insertion Goes here}Add it in title, 1st line or 2nd line.
  8. 8. Another ExampleBook Title You wantedYes, we’ve got it in stock.Buy “book title” 20% off!www.book-store.co.il
  9. 9. So what’s the risk?
  10. 10. Google Says:“Keyword insertion isan advanced AdWordsfeature, so please useit with care”
  11. 11. This is now inSupreme Court…
  12. 12. Microsoft vs. Nana-10
  13. 13. HolmesPlace isin GreatShape!
  14. 14. Don’t mess with Groupon
  15. 15. Baligam can sue both…
  16. 16. Trademark Violation?
  17. 17. Trademark Violation?It’s legal to bid on thetrademark as a keyword.It’s illegal to use thetrademark on the ad copy.
  18. 18. OK, we’ve got the idea!
  19. 19. “But I didn’t mean to…”• Law doesn’t care• Prove your Goodwill• Don’t blame Google• Can’t drop it on Ad Agency• Admit the mistake real fast
  20. 20. How NOT to get sued• Don’t DKI competitors• Use [Exact Match]• Add Negative Keywords• Use normal ads, too• Separate Campaign for DKI

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