DKI & Keyword-Level URLs
AdWords Advanced: Save Time & Money By Going Dynamic With Google – DKI & Keyword-Level URLs
Are you a small business owner with limited resources? Are you a seasoned marketer trying to optimise your ads for everyone that sees them? Here are 2 solutions to take your AdWords PPC campaigns to the next level.
Believe it or not, you can simultaneously improve your CTR, Ad Relevance and Landing Page Experience, and thus Quality Score, by using the following dynamic AdWords features. As a result, you can end up paying less for your keyword bids, while also saving yourself some valuable time and effort.
- Dynamic Keyword Insertion (DKI)
Having multiple text ad variations within an ad group is a good way to improve ad relevance for each keyword. This is because Google shows users the most relevant text ad for the keyword that has been triggered. This is the ad with highest CTR for that keyword search.
However, using DKI will allow you to go one step further, and include the actual keyword triggered by a search query within your text ad. As opposed to a loosely related term within a general ad copy, users will now see text directly relevant to their search appear in the ad. This increases the likelihood of a click. The most efficient and impactful way is to implement DKI in the title of the text ad. However, you can also use it in the description lines.
If you’re selling running shoes for example, and stock both Nike and Adidas products, rather than creating two separate ad groups, you can just use a DKI code in the headline as follows –
Buy {KeyWord:Running Shoes}
A general ‘running shoes’ description can follow this headline. Now, users searching for ‘Nike running shoes’, will be shown the following title – Buy Nike Running Shoes. Those who search for ‘Adidas running shoes’ will see – Buy Adidas Running Shoes. Everyone else will see the default headline – Buy Running Shoes.
It is important to note that DKI replaces the code with the keyword triggered in your keyword set, not the user’s search query. Therefore, the phrases that you want to show instead of the code need to be present as keywords in your ad group. A very handy feature nonetheless – so thank you Google!
Find out more at https://support.google.com/adwords/answer/74992?hl=en.
- Keyword-level URLs
To achieve an even more microscopic level of control over user experience, you can set keyword-level URLs. These should be specific URLs that land at the most relevant page for individual keywords within an ad group. This is useful for content-rich websites with a number of specific sub-sections.
The default feature in AdWords is to land all closely related (but unique) keywords within an ad group at a single primary landing page. Instead, using this feature can further improve a user’s landing page experience based on their search query.
Combine keyword-level URLs with DKI as explained before, and you have a real-time tailored ad copy that lands each user at the exact page they would want to see – with no navigation required. All without having to spend hours creating multiple ad groups and an exhaustive list of precise ad copies!
Over time, using DKI and keyword-level URLs together can improve keyword quality scores. This achieved by actively addressing all 3 components used by Google to calculate quality scores. Logically, a keyword with a better quality score would require a lower CPC bid to maintain the same page position. This will free up a bit of your daily budget for more clicks – which is amazing for ROI.
Find out more at https://support.google.com/adwords/editor/answer/30840?hl=en.
*I highly recommend having some basic experience with Google AdWords before you attempt to use DKI.