The document discusses dynamic keyword insertion (DKI) in advertising, detailing its format and how to utilize it effectively. It emphasizes when to use DKI, such as having uniform keywords within an ad group, and when not to use it, including cases with varying semantic structures or insufficient control over ad text. Examples illustrate the application and potential pitfalls of using DKI in creating ad content.

1. Dynamic Keyword Insertion
if you insist...

2. DKI Format
{keyword:default}

3. DKI Format
Get {keyword:yummy toothpaste} here
1234 56789
35 characters per description line
9 characters already used
26 characters available
If the search term is 26 characters or fewer, it appears in the ad
If the search term is 27 characters or more, the default text appears

4. Wintergreen Toothpaste

5. Wintergreen Toothpaste
wintergreen toothpaste
1234567890123456789012 = 22 characters
Get {keyword:yummy toothpaste} here
Get wintergreen toothpaste here

6. Maraschino Cherry Toothpaste

7. Maraschino Cherry Toothpaste
maraschino cherry toothpaste
1234567890123456789012345678 = 28 characters
Get {keyword:yummy toothpaste} here
Get yummy toothpaste here

8. 3 Capitalization Formats

9. 3 Capitalization Formats
• {keyword:yummy toothpaste}

10. 3 Capitalization Formats
• {keyword:yummy toothpaste}
• {Keyword:Yummy toothpaste}

11. 3 Capitalization Formats
• {keyword:yummy toothpaste}
• {Keyword:Yummy toothpaste}
• {KeyWord:Yummy Toothpaste}

12. When to use DKI

13. When to use DKI
• Keywords in an ad group are all the same type

14. When to use DKI
• Keywords in an ad group are all the same type
• All keywords would make equal sense in an ad

15. Example:
College Sportswear
12345678901234567890123456789012345
[oklahoma football jerseys]
[alabama football jerseys]
[notre dame football jerseys]
[rutgers football jerseys]
[florida state football jerseys]
[princeton football jerseys]
[temple football jerseys]

16. Example:
College Sportswear
Show Your School Colors.
collegeclothes4u.com/jerseys
{KeyWord:College Football Jerseys}
All Sizes in Stock - 35% off.
princeton football jerseys
Show Your School Colors.
collegeclothes4u.com/jerseys
Princeton FootBall Jerseys
All Sizes in Stock - 35% off.

17. Example:
College Sportswear
Show Your School Colors.
collegeclothes4u.com/jerseys
{KeyWord:College Football Jerseys}
All Sizes in Stock - 35% off.
st. brutus’ secure centre for incurably criminal boys football jerseys
Show Your School Colors.
collegeclothes4u.com/jerseys
College FootBall Jerseys
All Sizes in Stock - 35% off.

18. When Not to Use

19. When Not to Use
• Keywords other than exact match

20. When Not to Use
• Keywords other than exact match
• not enough control of ad text

21. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are

22. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
• When keywords aren’t all of the same semantic structure

23. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
• When keywords aren’t all of the same semantic structure
• get wintergreen toothpaste here

24. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
• When keywords aren’t all of the same semantic structure
• get wintergreen toothpaste here
• get buy wintergreen toothpaste here

25. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
• When keywords aren’t all of the same semantic structure
• get wintergreen toothpaste here
• get buy wintergreen toothpaste here
• When you don’t have hyper-relevant landing pages for each
keyword

26. 1 Landing Page per Keyword

27. 1 Landing Page per Keyword