[WEBINAR] Ninja PPC: Dynamic Keyword Insertion
description
Transcript of [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
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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.
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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?
(thanks, askaninja.com!)
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.
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Oh, and:
When a user sees his exact
search term in an ad, it tends to
boost click-through rate.
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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.)
(thanks, askaninja.com!)
Four elements of a DKI ad:
the ad group
the keywords in the ad group
the default keyword
the ad
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Four elements of a DKI ad:
the ad group
the keywords in the ad group
the default keyword
the ad
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ad group: katanas
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Four elements of a DKI ad:
the ad group
the keywords in the ad group
the default keyword
the ad
trada.com
ad group: katanas
katanasjapanese katanas
ninja katanassamurai katanas
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Four elements of a DKI ad:
the ad group
the keywords in the ad group
the default keyword
the ad
trada.com
ad group: katanas
katanasjapanese katanas
ninja katanassamurai katanas
Follow us! @annafsawyer @fasterstill
Four elements of a DKI ad:
the ad group
the keywords in the ad group
the default keyword
the ad
trada.com
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?
(thanks, askaninja.com!)
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
50% off {KeyWord: Katanas}Free shipping on tons of authentic {KeyWord: Katanas}. Shop Now!tradaswords.com/{KeyWord:Katanas}
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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
katanasjapanese katanas
ninja katanassamurai katanas
Remember our ad group?
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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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ad group: katanas
katanasjapanese katanas
ninja katanassamurai 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.
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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
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Why is this good again?
When a user sees his exact
search term in an ad, it boosts
click-through rate.
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Why is this good again?
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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!
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So you’re probably wondering:
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.
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So you’re probably wondering:
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
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So you’re probably wondering:
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!
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So you’re probably wondering:
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.
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So you’re probably wondering:
What’s the deal with capitalization?
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We suggest using title casing, which looks like this in
your DKI ad:
50% off {KeyWord: Katanas}Free shipping on tons of authentic {KeyWord: Katanas}. Shop Now!tradaswords.com/{KeyWord:Katanas}
(Note capital K and W).
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Proceed with caution!!!
(thanks, askaninja.com!)
It can be easy to make mistakes with
DKI.
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You are basically trusting a formula to write readable
ad copy.
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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
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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).
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How to prevent yourself from looking
like an idiot:
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2. Use negative keywords - a
lot.
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How to prevent yourself from looking
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.)
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How to prevent yourself from looking
like an idiot:
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4. Be careful with broad match.
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OK, let’s talk about broad match.
(thanks, askaninja.com!)
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!!!
(thanks, askaninja.com!)
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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:
(thanks, askaninja.com!)
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.
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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
Turbine: a Trada Client
Turbine: a Trada Client
“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
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:
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CompetitiveResearch:Spying on
Your Enemies!
Metrics
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atter
TheSeven Habits
of a Highly SuccessfulSearch Marketer
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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]
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@annafsawyer
Time for questions!
@fasterstill