Use DKI To Increase Your AdWords Quality Scores

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If you’re experienced with using AdWords you might be familiar with the Quality Score system. In a nut shell, if your ad commands a high Quality Score you’ll benefit from increased ad visibility and even lower costs per click – but getting your ad scored highly isn’t quite as easy as you might think. One factor that you should definitely look into is Dynamic Keyword Insertion (DKI).

google adwords

What is DKI?

The clue is in the name really – DKI is where a keyword is dynamically inserted into your ad copy, based on a user’s search. DKI is really good because if you wanted to run ads for 100 keywords, and you wanted the keyword to feature in the corresponding ad for each, you’d need to manually write out 100 different adverts. Not only is this time consuming, it’s also pretty boring! With DKI you just put in a small piece of code, and your keyword will be dynamically inserted – so instead of doing 100 ad copies, you only need to do the one.

The AdWords Quality Score system tends to reward ads based on their relevance – those ads that actually contain the keyword that the user has searched for will gain a higher quality score. It makes sense then that by using DKI, you’ll receive higher Quality Scores for your ads – thus receiving the benefits that come with higher Quality Scores.

How do I use DKI?

Although it does sound a bit complex, it’s really easy once you’ve got your head around it. When you’re creating your ads in AdWords you need to enter the following text in order to trigger DKI:

{KeyWord:Default_text}

The “Default_text” part is where you enter a generic keyword, in case your dynamic keyword cannot be inserted for any reason. If you’re running an AdWords campaign to a website selling apples, for example, you’ve have the Default_text set as “Apples”.

The “KeyWord” part of the text will then be changed based on the user’s search, so if one of your keywords happens to be “cheap Apples“, the keyword “Cheap Apples” will be displayed in your title. If the user searches for keyword “red Apples” and you have that in your campaign, the ad’s title will show up as “Red Apples“.

Be careful how you enter the “Keyword” text at the start of the brackets – pay close attention to the capitalization of the “k” and the “w“. If the “k” is capitalized the first word of the DKI will have a capital letter:

{Keyword:apples} would equate to “Red apples” as an ad title. Whereas:

{KeyWord:Apples} would equate to “Red Apples” as an ad title. If you want both words to have a lower case letter at the start, you’d simply use:

{keyword:apples}

DKI is very straight forward, and it’s a great way to increase your quality score without making much of an effort. As with any AdWords campaign you should split test and see which ad copies work the best for you.

Sté Kerwer
Article written by Sté Kerwer (1994 Posts)
Bonjour from a french guy. My name is Sté Kerwer and Dukeo is my blog. I do most of the heavy lifting in here but from time to time, you may see some guest posts. To receive updates from Dukeo, follow us on Twitter or like us on Facebook.
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