What’s Dynamic Keyword Insertion, And How Should I Use It?

What are the common mistakes and limitation on the advanced use of adwords dynamic keyword insertion?

• What are the common mistakes and limitation on the advanced use of adwords dynamic keyword insertion? Has anyone had any bad experiences?

• Answer:

  1. Leaving the Content Network On Content targeting is active by default, and is the method Google bots use to match the keywords in your adgroups to publishers within the Google network, known as AdSense. Instead of not only relying on pertinent queries in Google to return your ad, it also displays your ads on sites within the network that contain content Google considers relevant to your unique keywords. That means if your business sells, for example, glassware, and you want to promote drinking glasses in AdWords, Google may place your ad next to sites to do with drinks that obviously require drinking glasses, and articles that explain the right glasses to use for certain drinks which is relevant, but it may also place your ad on sites with articles about reading glasses, which is not relevant at all. You can waste a lot of money by displaying your ads on irrelevant sites, so turn this feature off. If you use content targeting it is vital that you create separate campaigns for just the content network, so you can adjust your budget. Never go "all in" on the first attempt, test and test again with a small budget and keep careful note of how each campaign is until you find the right one. 2. Not Implementing a Geo-targeting Strategy If you are a specialist bricks and mortar company that builds swimming pools and you do not create a location-specific campaigns, your ads will be displayed nationwide by default. If you are located in Tampa Florida, and your ad appears in front of someone in California, it costs you. Unless you are willing to go to California to do the work, make sure your campaign is targeted to your local geographical region. 3. Not Tracking Conversions To determine if your paid search efforts are a success or not you must keep a careful eye on conversions, or the result, you were hoping for from your ad campaign. For example, a prospect goes to your website and fills in an enquiry form. It's no good just sitting back and hoping for the best; this has to be a hands-on process involving the monitoring of how much the ads are costing you and what your conversions rates are. It is amazing how many companies do not do this and then they wonder where their advertising dollars are going. Make it a daily task to look at all the statistics provided by Google for you. Campaigns can be stopped immediately if something is going wrong. If you are a service company you want your ads to entice a prospect to click through to a landing page and if you have set up your AdWords monitoring correctly, will let you know exactly which keyword led the prospect through to the form submission. If certain keywords do not perform satisfactorily, drop them and spend your money on the ones bringing the best results. Group similar keywords together within your ad groups to create highly-targeted ads, monitor each ad group on a daily basis and you can see where you should best spend your advertising dollars.