1. 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

2. DKI Ads Gone Wild In this case, the adgroup had the keyword “used thongs” (as in footwear). Google’s Expanded Broad Match likely picked it up for this odd user query, dynamically inserting it into this DKI ad.

3. How Does DKI Work Your Non-DKI Ad might be: 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

4. 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

5. Google’s Syntax {Keyword: Default Text} 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.

6. 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

7. 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

8. 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

10. 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

11. 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

12. Very Bad Broad Match

13. 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

14. Yahoo Dynamic Text

15. 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

16. 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

17. 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.

18. AdCenter Dynamic Text

19. 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

20. Cross Platforms

21. 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

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