[WEBINAR] Ninja PPC: Dynamic Keyword Insertion

Ninja

#NinjaPPCtrada.com

PPCDynamic Keyword

Insertion

#NinjaPPC

Anna Sawyer, Marketing Manager and

DKI Throwing Star Master@annafsawyer

trada.com

Matt Hessler, Director of Account Management

and PPC Swordsmith@fasterstill

The basics of DKI

trada.com Follow us! @annafsawyer @fasterstill

What is DKI?

Dynamic Keyword Insertion is the practice of using variables in search ads to allow a user’s

exact search term to show within an ad.


Drive traffic to landing pages

specifically designed for PPC

conversions.

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What does thateven mean?

(thanks, askaninja.com!)

You use a fancy ninja trick

and write just

one ad

and it’s like youwrote an ad

for every keyword


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It’s a little like reading a search

engine user’s mind???

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Why should youuse DKI?


With DKI, you can have the effect of having

written an ad for every possible search term - and at the very least,

each of your keywords.

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It saves time.

Follow us! @annafsawyer @fasterstill

Oh, and:

When a user sees his exact

search term in an ad, it tends to

boost click-through rate.


The summary:

DKI has the ability to serve ad an

that speaks directly to a user.


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OK, cool. So how do I do it?


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We’re going to tell you...and then we’ll have

to kill you. (Sorry.)


Four elements of a DKI ad:

the ad group

the keywords in the ad group

the default keyword

the ad



the ad group


the default keyword

the ad

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ad group: katanas



the ad group


the default keyword

the ad

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ad group: katanas

katanasjapanese katanas

ninja katanassamurai katanas



the ad group


the default keyword

the ad

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ad group: katanas





the ad group


the default keyword

the ad

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50% off {KeyWord: Katanas}Free shipping on tons of authentic {KeyWord: Katanas}. Shop Now!tradaswords.com/{KeyWord:Katanas}


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OK, what did we do here?


We used the default keyword as

a variable.

We told Google to do this

by placing the keyword in curly

braces.

(The punctuation that looks like a

moustache.)trada.com Follow us! @annafsawyer @fasterstill


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Question: do ninjas have moustaches?

(thanks, drmcninja.com!)

Dr. McNinja’s father had a moustache. And American Ninja 2 had a

moustache... but we don’t talk about that.

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Anyway, back to DKI. (Ninjas get sidetracked

more than you’d expect.)

ad group: katanas



Remember our ad group?



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ad group: katanas



This was our default keyword.


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So if a user enters our default keyword,

katanas, as their search term, the ad will look like

this.


50% off KatanasFree shipping on tons of authentic Katanas. Shop Now!tradaswords.com/Katanas

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And! because we’ve used DKI, if a user enters any

of the other keywords in our ad group, that keyword will

magically appear in the ad that is

served.

50% off Japanese KatanasFree shipping on tons of authentic Japanese Katanas. Shop Now!tradaswords.com/JapaneseKatanas

50% off Ninja KatanasFree shipping on tons of authentic Ninja Katanas. Shop Now!tradaswords.com/NinjaKatanas

50% off Samurai KatanasFree shipping on tons of authentic Samurai Katanas. Shop Now!tradaswords.com/SamuraiKatanas


Why is this good again?

When a user sees his exact

search term in an ad, it boosts

click-through rate.


Why is this good again?


Also, DKI saves you time, because you don’t have to write

an ad for every keyword.

So you’re probably wondering:

Can I use DKI in just one line of my

ad, like the headline?

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50% off {KeyWord: Katanas}Free shipping on tons of authentic swords and accessories. Shop Now!tradaswords.com/katanas

Yep!



What happens when I use DKI

with broad match keywords?

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We’ll get to this in a minute, but the short answer is: be careful.



What if the search query is too long to fit within the character limit?

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The ad will show your default keyword:

50% off KatanasFree shipping on tons of authentic Katanas. Shop Now!tradaswords.com/Katanas



How does DKI affect Quality

Score?

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For Google: DKI doesn’t directly affect Quality Score, but it does increase click-

through rate, which is great for Quality

Score!



How does DKI affect Quality

Score?

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If you’re using DKI on the Search

Alliance, they have said that it can

increase Quality Score.



What’s the deal with capitalization?

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We suggest using title casing, which looks like this in

your DKI ad:


(Note capital K and W).


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Proceed with caution!!!


It can be easy to make mistakes with

DKI.

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You are basically trusting a formula to write readable

ad copy.


Here are some of the possible

ramifications of poorly executed

DKI:

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Up to 50% off Buy SwordsFree shipping on a huge selection of authentic Buy Swords. Shop Now!tradaswords.com/BuySwords



Or even worse (this one’s real).

Looking for Brains?Save on Brains when you shopat Ebay. Huge selection!ebay.com/brains

How to prevent yourself from looking

like an idiot:

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1. Keep your ad groups small,

relevant and thematically-

organized. This includes organizing by

part of speech (i.e. nouns in one ad

group).



like an idiot:

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2. Use negative keywords - a

lot.



like an idiot:

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3. Check the search query report

frequently to see what kinds of search terms your keywords are triggering. (Also use

this data to brainstorm negatives.)



like an idiot:

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4. Be careful with broad match.


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OK, let’s talk about broad match.


We ninjas don’t have a code. We believe in free

will. So do what you want...

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But be careful with broad match!!!


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Here are our broad match tips:

use negatives

especially for things like “sucks”

avoid competitor’s terms

don’t use with ad extensions

single word broad match keywords are basically insane

always be testing

50% off Trada Swords SuckFree shipping on tons of authentic Trada Swords Suck. Shop Now!tradaswords.com/Trada Swords Suck


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Tip: get really familiar with what

broad match allows before you run broad DKI campaigns. Read

the fine print.

We’re never going to shut up about

broad match.


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Time for ninja tips!


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Research your competitor’s ads. Are they all using DKI? If

so, clever unique ad copy will get you

noticed.

Maybe you shouldn’t use DKI.


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Make sure all the keywords in your ad group make sense

with the landing page you’ve chosen. Poor

landing page choice with DKI

can increase bounce rate.

Remember - drive traffic to a relevant landing page.


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Do you offer something cheap, discounted or

free?

If not, add those terms as negatives.

Use negatives to keep your offer

honest.


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This is the default setting in AdWords,

and it’s a good way to control spend with

DKI.

Choose ‘optimize for clicks’.


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Most importantly:


Use your noodle!

Here’s where we take two minutes to tell you that Trada

is like having a huge dedicated ninja team...

... and it doesn’t cost any more than if you were to do online

advertising yourself.

trada.com

Trada has thousands of online advertising experts who do PPC and Facebook ads for you.

PPC ninja PPC ninja PPC ninja PPC ninja PPC ninja PPC ninja

Multiple experts work on your campaign at

the same time.

You get:

Diversity of thinking

Constant optimization

Multiple ad networks

Who are these people?

Certified PPC and Facebook Ads professionals

Working full- and part-time

Turbine: a Trada Client

CAMPAIGN STATS:

Paid Search Experts: 15

Conversion Rate: 20% increase

Click-Through Rate: 40% increase

Cost-per-Conversion: 16% reduction



“The Trada marketplace quickly made me comfortable enough to ‘take my hands off the wheel’

on paid search. Trada’s paid search experts know our

industry lingo and are running on all cylinders, driving high volumes to our Dungeons &

Dragons online gaming service.”

– Chase Huber Director, Advertising

For more information or to schedule a Trada demo, email [email protected]

trada.com

@annafsawyer

Time for questions!

@fasterstill

mailto:[email protected]


InternetAds Update

Love Trada’s content? Anna and Matt release a weekly-ish fast-paced podcast with practical tips for

understanding and capitalizing on current trends in online advertising. Search for Trada in the iTunes

store and subscribe! It’s free!

More free stuff!

Check your follow-up email for a link to

download Trada’s FREE Paid Search Primer, a

50-page eBook that will teach you everything you need to know to be successful in search

marketing.Quality Score:

It Can Makeor Break

Your CampaignBiddingStrategy:

Eyes onthe Prize

CompetitiveResearch:Spying on

Your Enemies!

Metrics

that M

atter

TheSeven Habits

of a Highly SuccessfulSearch Marketer

Six EssentialAdTips

A COMPLETE GUIDE TO PAID SEARCH MARKETINGA COMPLETE GUIDE TO PAID SEARCH MARKETING

Presented By TradaPAID SEARCH PRIMERPAID SEARCH PRIMER

For more information or to schedule a Trada demo, email [email protected]

trada.com

@annafsawyer

Time for questions!

@fasterstill



Education

[WEBINAR] Ninja PPC: Dynamic Keyword Insertion