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Dynamic Keyword Insertion

Found some tips from thaisem.com’s forum – Today Question : Use DKI with carefully could improve Adwords Quality Score ?

What is DKI ? (Dynamic Keyword Insertion)

Suggest by Adwords,

Keyword insertion is an advanced feature that can help make your ad more relevant to a diverse audience. To use keyword insertion, you place a short piece of code into your ad text. Each time the ad shows, AdWords will automatically replace the code with the keyword that triggered the ad.

Keyword insertion may be used with any text ad, including local business ads and mobile ads. This feature should be used with care, so we strongly recommend that you take the time to review the contents of this tutorial before trying keyword insertion in your account.

Using the Keyword Insertion Code

To use keyword insertion, insert the following code at any point in your ad text, including in the display URL or destination URL:

{keyword:default text}
When your ad appears on a search result page, the code will be replaced by the keyword that triggered the ad. If the keyword is too long, and would cause the ad text to exceed its character limit, the ad’s default text will be used instead.

See an example

Learn more about the keyword insertion code

You can modify the keyword insertion code to change the capitalization of the keyword when it’s inserted in your ad text. Click the link below for details:

Capitalization guidelines

The chart below illustrates the keyword insertion capitalization guidelines. Assume the search query ‘golden retrievers’ triggered your ad.

Two notes about capitalization:

The default text will appear how you write it and isn’t affected by how you capitalize ‘keyword.’ In each example above, the title would always read ‘Buy Puppies’ if the default text were used.

AdWords capitalization rules still apply, meaning an ad can’t include excessive capitalization such as ‘BUY DVD BURNERS.’ Full capitalization may only be used when the natural spelling of a word requires it, such as in acronyms, technical terms, and trademarked terms.

A few more notes:

You can use the keyword insertion code multiple times within an ad and across several ads at once.

Make sure your default text is short enough to keep your ad within the character limits. For instance, you wouldn’t be able to create an ad with the title ‘Buy {KeyWord:West Highland Terriers},’ since the default text brings the title to over 25 characters.

A keyword will always be inserted in a destination URL that uses keyword insertion, even it would be rejected from appearing in the ad text.

If a broad- or phrase-matched keyword triggers your ad, the keyword — and not necessarily the search query — will appear in the ad.

Keyword insertion works on both the search and content network. On the content network, the keyword that best matches the content page will be inserted, or the default text will be used if that matches best.

To see how your keyword insertion ad will appear to users, visit the Ad Preview Page and search for a keyword in the ad’s ad group. If you can’t find your ad, learn why by using the Ads Diagnostic Tool.

Using Keyword Insertion Effectively

When using keyword insertion, make sure all the keywords in your ad group: are closely related fit well in each ad variation containing the keyword insertion code Otherwise, your ads will appear confusing or irrelevant to users.

Check out the examples below for an illustration of this concept. In general, the more narrowly focused your ad groups, the more successful they’ll be.

Better ad group

Keyword Insertion Guidelines

Ads using keyword insertion must adhere to the following guidelines or they’ll be disapproved:

Keyword insertion ads can’t promote adult content. When a keyword appears in an ad, the ad should reflect correct grammar and punctuation. It should also be accurate, clear, and directly relevant to your site, service, or product.

As always, all your ads and keywords must meet our advertising policies.

DKI credit

 Look it’s not direct effect, Use indirect way to increase CTR. QS will follow it.

To implement  : Set it at google adwords Ads title, Set it to URL (for Tracking purpose and send variable), Use variable to optimize landing page (Title,Meta tag, Keywords in contents, tag and Div class)

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From Adwords suggest, Landing is one of important factor to improve your quality score, Effect with your campaign – Position and budget. Credit

Landing Page and Site Quality Guidelines

Relevant and Original Content

Relevance and originality are two characteristics that define high-quality site content. Here are some pointers on creating content that meets these standards:

Relevance:

• Users should be able to easily find what your ad promises.
• Link to the page on your site that provides the most useful information about the product or service in your ad. For instance, direct users to the page where they can buy the advertised product, rather than to a page with a description of several products.

Originality:

• Feature unique content that can’t be found on another site. This guideline is particularly applicable to resellers whose site is identical or highly similar to another reseller’s or the parent company’s site, and to affiliates that use the following types of pages:
   

Bridge pages: Pages that act as an intermediary, whose sole purpose is to link or redirect traffic to the parent company 

Mirror pages: Pages that replicate the look and feel of a parent site; your site should not mirror (be similar or nearly identical in appearance to) your parent company’s or any other advertiser’s site

 

Provide substantial information. If your ad does link to a page consisting mostly of ads or general search results (such as a directory or catalog page), provide additional, unique content.

It’s especially important to feature original content because AdWords won’t show multiple ads directing to identical or similar landing pages at the same time.

Transparency

In order to build trust with users, your site should be explicit in three primary areas: the nature of your business; how your site interacts with a visitor’s computer; and how you intend to use a visitor’s personal information, if you request it. Here are tips on maximizing your site’s transparency:

Your business information:

• Openly share information about your business. Clearly define what your business is or does.
• Honor the deals and offers you promote in your ad.
• Deliver products and services as promised.
• Only charge users for the products and services that they order and successfully receive.
• Distinguish sponsored links from the rest of your site content.

Your site’s interaction with a visitor’s computer:

• Avoid altering users’ browser behavior or settings (such as back button functionality or browser window size) without first getting their permission.
• If your site automatically installs software, be upfront about the installation and allow for easy removal. Refer to Google’s Software Principles for more guidelines.

Visitors’ personal information:

• Unless necessary for the product or service that you’re offering, don’t request personal information.
• If you do request personal information, provide a privacy policy that discloses how the information will be used.
• Give options to limit the use of a user’s personal information, such as the ability to opt out of receiving newsletters.
• Allow users to access your site’s content without requiring them to register. Or, provide a preview of what users will get by registering.

Navigability

The key to turning visitors into customers is making it easy for users to find what they’re looking for. Here’s how:

• Provide a short and easy path for users to purchase or receive the product or offer in your ad.
• Avoid excessive use of pop-ups, pop-unders, and other obtrusive elements throughout your site.
• Make sure that your landing page loads quickly.
• Turn to Google’s Webmaster Guidelines for more recommendations, which will improve your site’s performance in Google’s search results as well.

To do

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