[WEBINAR] Ninja PPC: Dynamic Keyword Insertion

Ninja
PPC
Dynamic Keyword
Insertion

#NinjaPPC
trada.com

Matt Hessler,
Director of Account Management
and PPC Swordsmith
@fasterstill

Anna Sawyer,
Marketing Manager and
DKI Throwing Star Master
@annafsawyer

trada.com

The basics of DKI

Follow us! @annafsawyer @fasterstill trada.com

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.

What does that
even mean?

Drive trafﬁc to
landing pages
speciﬁcally
designed for PPC
conversions.

(thanks, askaninja.com!) trada.com

and write
You use a fancy just
ninja trick one ad

and it’s like you
wrote an ad

for every
keyword

It’s a little like
reading a search
engine user’s
mind???

trada.com

Why should you
use DKI?


It saves time.

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.


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.


OK, cool. So
how do I do it?


We’re going to tell
you...and then we’ll have
to kill you. (Sorry.)

(thanks, askaninja.com!)

trada.com

Four elements of a
DKI ad:

the ad group

the keywords in
the ad group

the default
keyword

the ad

Four elements of a
DKI ad:

the ad group
ad group: katanas

the keywords in
the ad group

the default
keyword

the ad

Four elements of a
DKI ad:

the ad group
ad group: katanas

the keywords in
katanas the ad group
japanese katanas
ninja katanas the default
samurai katanas keyword

the ad

Four elements of a
DKI ad:

the ad group

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

the default
keyword

the ad

OK, what did we do
here?


We used the
default keyword as
a variable.
We told Google
Free shipping on tons of to do this
tradaswords.com/{KeyWord:Katanas} by placing the
keyword in curly
braces.
(The punctuation
that looks like a
Follow us! @annafsawyer @fasterstill
moustache.) trada.com

Question: do ninjas have
moustaches?

Dr. McNinja’s father had a moustache.
And American Ninja 2 had a
moustache... but we don’t talk about that.

(thanks, drmcninja.com!) trada.com

Anyway, back to DKI.
Remember our ad
(Ninjas get sidetracked
group?
more than you’d expect.)

ad group: katanas

Free shipping on tons of
authentic {KeyWord: Katanas}. Shop Now! katanas
japanese katanas
ninja katanas
samurai katanas


ad group: katanas

This was our katanas
default keyword. japanese katanas
ninja katanas
samurai katanas


So if a user enters
our default
keyword,
50% off Katanas
katanas, as their Free shipping on tons of
authentic Katanas. Shop Now!
search term, the tradaswords.com/Katanas

ad will look like
this.


And! because 50% off Japanese Katanas
we’ve used DKI, if Free shipping on tons of
authentic Japanese Katanas. Shop Now!
a user enters any tradaswords.com/JapaneseKatanas

of the other 50% off Ninja Katanas

keywords in our Free shipping on tons of
authentic Ninja Katanas. Shop Now!

ad group, that tradaswords.com/NinjaKatanas

keyword will 50% off Samurai Katanas
magically appear in authentic Samurai Katanas. Shop Now!
tradaswords.com/SamuraiKatanas
the ad that is
served.

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:

Yep!
Can I use DKI in
just one line of my
ad, like the Free shipping on tons of authentic
swords and accessories. Shop Now!
headline? tradaswords.com/katanas


wondering:

What happens
when I use DKI
with broad match We’ll get to this in
keywords? a minute, but the
short answer is:
be careful.


wondering:

What if the search
The ad will show
query is too long
your default
to ﬁt within the
keyword:
character limit?
50% off Katanas
authentic Katanas. Shop Now!
tradaswords.com/Katanas


wondering:

How does DKI For Google: DKI
affect Quality doesn’t directly affect
Score? Quality Score, but it
does increase click-
through rate, which is
great for Quality
Score!


wondering:

How does DKI If you’re using DKI on
affect Quality the Search
Score? Alliance, they have
said that it can
increase Quality
Score.


wondering:

We suggest using
title casing, which
What’s the deal looks like this in
with capitalization? your DKI ad:


(Note capital K and W).


Proceed with caution!!!


It can be easy to
make mistakes with
DKI.

You are basically
trusting a formula
to write readable
ad copy.


Here are some of
the possible
ramiﬁcations of
poorly executed Up to 50% off Buy Swords
Free shipping on a huge selection of
DKI: authentic Buy Swords. Shop Now!
tradaswords.com/BuySwords


Looking for Brains?
Or even worse Save on Brains when you shop
at Ebay. Huge selection!
(this one’s real). ebay.com/brains


1. Keep your ad
How to prevent groups small,
yourself from looking relevant and
like an idiot: thematically-
organized. This
includes organizing by
part of speech (i.e.
nouns in one ad
group).

How to prevent
yourself from looking
like an idiot: 2. Use negative
keywords - a
lot.


3. Check the search
How to prevent query report
yourself from looking frequently to see what
like an idiot: kinds of search terms
your keywords are
triggering. (Also use
this data to brainstorm
negatives.)


How to prevent
yourself from looking
like an idiot: 4. Be careful with
broad match.


OK, let’s talk about
broad match.

We ninjas don’t have a
code. We believe in free
will. So do what you
want...


But be careful with
broad match!!!


Here are our broad
match tips:

use negatives
especially for things like “sucks”
50% off Trada Swords Suck
Free shipping on tons of avoid competitor’s terms
authentic Trada Swords Suck. Shop Now!
tradaswords.com/Trada Swords Suck
don’t use with ad extensions
single word broad match
keywords are basically insane
always be testing

We’re never going
to shut up about
broad match.

Tip: get really
familiar with what
broad match allows
before you run broad
DKI campaigns. Read
the ﬁne print.


Time for ninja tips!


Maybe you shouldn’t
use DKI.

Research your
competitor’s ads. Are
they all using DKI? If
so, clever unique ad
copy will get you
noticed.


Remember - drive trafﬁc
to a relevant landing page.

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.

Use negatives to
keep your offer
honest.

Do you offer
something cheap,
discounted or
free?

If not, add those terms
as negatives.


Choose ‘optimize
for clicks’.

This is the default
setting in AdWords,
and it’s a good way to
control spend with
DKI.


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

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

@fasterstill @annafsawyer

Time for questions!

For more information or to schedule a Trada demo, email
sfox@trada.com
trada.com

Internet
Ads 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!

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It Can Make

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[WEBINAR] Ninja PPC: Dynamic Keyword Insertion

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[WEBINAR] Ninja PPC: Dynamic Keyword Insertion