The document discusses best practices for using dynamic keyword insertion (DKI) across different search engines like Google, Yahoo, and Microsoft AdCenter. It addresses common myths around DKI, explaining that while DKI can improve ad relevancy when used properly for tightly targeted keyword groups, it does not necessarily improve click-through rates or quality score. The document provides detailed examples and guidelines for implementing DKI on each platform to maximize relevance while avoiding potential downsides.

1. Used Fish, Old Socks and a New Attitude Implementing Dynamic Keyword Insertion in a Quality Score World start June 5, 2007 Search Marketing Expo, Seattle, WA © Copyright 2007. Find Me Faster Nashua, NH. All Rights Reserved.

2. DKI Mythology Reasons for: DKI improves your ad click-through rate. DKI improves your quality score. DKI is “secret sauce” that all ‘experts’ use. DKI Improves Ad Relevance Reasons against: You lose control of what your ad is going to look like. Too complex to understand Decreases your conversion rate These are the generally heard myths and common knowledge about why you need to use Dynamic Text in your Ads Which ones are myths and which are true???

3. DKI Ads Gone Wild

4. DKI Ads Gone Wild

5. DKI Ads Gone Wild

6. DKI Ads Gone Wild

7. DKI Ads Gone Wild

8. What is DKI? DKI = Dynamic Keyword Insertion Customize Ads Save Time "Insert Keyword feature…. reduce the number of ads you manage and can help increase the relevance of an ad by automatically including the appropriate keyword…” "Dynamic Text can transform a generic ad into a customized ad that is much more specific and targeted to your customers. Source: Yahoo Online Help Source: Microsoft adCenter online Help

9. How Does DKI Work Standard Ad Appears: DKI Ad Picks up Keyword: This customized ad will probably outperform the default ad. The DKI Ad is more directly relevant, and matching keywords are bold. Darkstar Coffee User’s Search Query Darkstar Coffee Petes Coffee Green Mountain Coffee Shop Rite Coffee Chock Full o’Nuts Coffee Maxwell House Coffee Gourmet Coffees Your Keyword List Buy Gourmet Coffees Save on Gourmet Coffees for Home or Office. Free Shipping! www.AcmeCoffees.com Buy Darkstar Coffee Save on Darkstar Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com

10. How DKI Works on Google In this example, we show dynamic text in Title and Description fields with the following syntax: {KeyWord: Default Text }. Buy Darkstar Coffee Save on Darkstar Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com

11. Google’s Syntax {Keyword: Default Text} Or {Keyword: } Default Text is displayed if Title, Descriptions, or Display URL exceed character limits. Always Set a Default Text value, in this case Gourmet Coffees, otherwise your ad will not show if inserted text would exceed ad character limits.

12. Google DKI Secret Sauce How to control word casing for Dynamic Text NOTE: You still must meet Google’s editorial guidelines, even though you have the capability not to. In particular, respect all trademarks and do not use DKI to circumvent legal or ethical business practices. Copyright 2007 Matt Van Wagner, [email_address] Find Me Faster, Nashua NH. All Rights Reserved. All words ALL CAPS DARKSTAR COFFEE KEYWORD : Last word CAPS, all others INIT CAPs. Darkstar COFFEE K ey WORD : 1 st word CAPS, all other words lower case DARKSTAR coffee KEYw ord: All words INIT CAPS Darkstar Coffee K ey W ord: 1st word INIT CAPS, all others lower case Darkstar coffee K ey w ord: all lower case darkstar coffee k ey w ord: Description Example of Display: Syntax

13. Applying Google’s Syntax Use for Proper Casing of Acronyms Instead of this: {KeyWord: PPC Campaigns} Use this syntax instead: {KEyWord: PPC Campaigns} Ppc Campaigns Need Help With Ppc Campaigns ? Let Us Show You How It’s Done. www.FindMeFaster.com PPC Campaigns Need Help With PPC Campaigns ? Let Us Show You How It’s Done. www.FindMeFaster.com

14. Applying Google’s Syntax Use for Proper Casing of State Abbreviations Instead of this: {KeyWord: Driving Schools in NH} Use this Instead: {KeyWORD: Driving Schools in NH} Driving Schools In Nh Learn NASCAR driving tactics to win more morning commutes. www.DriveMeFaster.com Driving Schools In NH Learn NASCAR driving tactics to win more morning commutes. www.DriveMeFaster.com

15. DKI with Display URLs Think Twice Before Inserting Google Dynamic Text in Display URL - 2 word terms will have a “+” sign between them - 35 character limit on URL Length - If users cut & pastes a dynamic URL, you may send them to a 404-error page. NOTE: We do not recommend using this tactic on Google, because it is almost as likely to fail as it is to attract more clicks. PPC Campaigns Need help with PPC Campaigns ? Let us show you how it’s done. www.FindMeFaster.com/ PPC+Campaigns

16. DKI with Destination URLs Insert Keyword into the URL string to pick up the keyword you are buying and the search query it gets matched to - 35 character limit on URL Length - If users cut & pastes a dynamic URL, you may send them to a 404-error page. NOTE: PPC Campaigns Need help with PPC Campaigns ? Let us show you how it’s done. www.FindMeFaster.com/

17. Broad Matching DKI Ad Picks up Keyword: Google inserts the keyword from your ad group, not the user query. Red Sneakers User’s Search Query Sneakers Red Sneakers Blue Sneakers green Sneakers white Your Keyword List Buy Sneakers Red Save on Sneakers Red at our store. Free Shipping to MA residents. www.AcmeSneakers.com

18. Expanded Broad Matching DKI Ad Picks up Keyword: Remember that Google DKI inserts the keyword from your ad group , not the user query, so it picks the word in your ad group that caused the match. College Loans User’s Search Query Student Loans School Loans Your Keyword List Student Loans Save on Student Loans. Low interest rates. Apply Online www.AcmeLoans.com

19. Very Bad Broad Match

20. Panama Dynamic Text Yahoo did not need any DKI until Panama was released One- to-One Relationship for Keywords: Ads - Panama Options for Dynamic Text Title Description - Ad Control Features Default Text Alternative Text

21. Yahoo Dynamic Text

22. Panama - Alternate Text Alternate Text - Always Displays for your Title and/or Description - Creates “optimal” One Ad: One Keyword Relationship - Lets you control the word casing and grammar Enter Alt Text on Keyword Screen or bulk import spreadsheet

23. How Panama Ads Display Default Text Not Specified - {KEYWORD:} Default Text Specified - {KEYWORD: Dalton Cartridge Heaters} Alternate Text & Default Text Specified - {KEYWORD: Dalton Cartridge Heaters} 16” Cartridge Heater Heaters available in lengths from 1.25 to 60 inches, 38 to 1525 mm www.daltonelectric.com Watt-Flex 16” Cartridge Heaters Heaters available in lengths from 1.25 to 60 inches, 38 to 1525 mm www.daltonelectric.com Dalton Cartridge Heater Heaters available in lengths from 1.25 to 60 inches, 38 to 1525 mm www.daltonelectric.com

24. Yahoo DKI Considerations If using Advanced Match, word order of Query Displays in Ad. For example, even though our keyword is cartridge heater, our ad display really want this to show as Cartridge Heater

25. Microsoft AdCenter Microsoft went all out on Dynamic Text - Full Set of Text Insertion Tools - Word Casing is completely in your control. - Set of Parameters available at keyword level. - works with Content ads, too - Online help is very good.

26. AdCenter Dynamic Text

27. AdCenter DKI Syntax Set Dynamic Texts at Keyword Level Use for any other variable you can think of Placeholder {param3} Use for Default Ad Text, or other variable. Placeholder {param2} Up to 1022 characters to set a landing page Destination URL {param1} Inserts your Keyword keyword {keyword} Description Syntax Buy Starbucks Coffee Save on Starbucks Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com/ Starbucks

28. Cross Platforms

29. Best Practices DKI Works Best when: Ad groups are tightly organized around a single keyword. Phrase Match is used, rather than broad One dominant word varies only by part number, size, color, model #, etc. DKI Is Less Successful when: C onceptual campaigns Where branding is more important than clicks. Ad groups are general words, not directly searched words

30. DKI Myths Revisited Does DKI Improve Ad Relevancy? Does DKI Improve Ad Click Through Rates? Does DKI Improve Quality Score?