How Not To Use Dynamic Keyword Insertion
As you know, I work from home most of the time. I love it - I'm able to minimize interruptions, focus, and get tons done, and still greet my kids when they get home from school. I'm saving the environment and my gasoline bills, too.
There are down sides, though. Our next-door neighbors have 2 young German Shepherds. These dogs BARK AT EVERYTHING. I mean EVERYTHING. They bark at me even though they see me every damn day. They bark at the mailman. They bark at the other neighbor's dog that’s in its own yard EVERY DAMN DAY. As you can probably tell, it's beyond annoying. And they bark at my son when he goes out to shoot hoops, which is not only annoying, it kind of scares me.
I heard someplace (radio? newspaper? I honestly can't remember) that there are devices that generate high-frequency sound that humans can't hear, but dogs can - and it makes the dogs stop barking. So, I turned to my good friend Google to try to find this miracle product, thinking we could try it at least when the kids are outside attempting to play basketball without listening to barking dogs the whole time.
I found tons of options in both the paid ads and the organic results, as you can see below. But I also found a gross misuse of dynamic keyword insertion (DKI).
See the third ad at the top of the page? "Stop Dogs Barking Neighbors"? Seriously? Folks, remember: DKI does NOT insert the keyphrase that was typed into the search box - it inserts the keyphrase you're bidding on. While "stop dogs barking neighbors" is a perfectly fine keyword to bid on, it looks kinda silly in the ad title.
The moral of the story? Use DKI with discretion. Be careful which keywords you include in your ad groups that use DKI. Actually read through each possible title, out loud if necessary. Eliminate the ones that don't sound right, and move them to an ad group where you're not using DKI.
Oh, and please teach your dogs not to bark at every moving thing. Please.
Oh, and by the way - I didn't buy a "stop dogs barking neighbors" device yet. Any recommendations?
There are down sides, though. Our next-door neighbors have 2 young German Shepherds. These dogs BARK AT EVERYTHING. I mean EVERYTHING. They bark at me even though they see me every damn day. They bark at the mailman. They bark at the other neighbor's dog that’s in its own yard EVERY DAMN DAY. As you can probably tell, it's beyond annoying. And they bark at my son when he goes out to shoot hoops, which is not only annoying, it kind of scares me.
I heard someplace (radio? newspaper? I honestly can't remember) that there are devices that generate high-frequency sound that humans can't hear, but dogs can - and it makes the dogs stop barking. So, I turned to my good friend Google to try to find this miracle product, thinking we could try it at least when the kids are outside attempting to play basketball without listening to barking dogs the whole time.
I found tons of options in both the paid ads and the organic results, as you can see below. But I also found a gross misuse of dynamic keyword insertion (DKI).
See the third ad at the top of the page? "Stop Dogs Barking Neighbors"? Seriously? Folks, remember: DKI does NOT insert the keyphrase that was typed into the search box - it inserts the keyphrase you're bidding on. While "stop dogs barking neighbors" is a perfectly fine keyword to bid on, it looks kinda silly in the ad title.
The moral of the story? Use DKI with discretion. Be careful which keywords you include in your ad groups that use DKI. Actually read through each possible title, out loud if necessary. Eliminate the ones that don't sound right, and move them to an ad group where you're not using DKI.
Oh, and please teach your dogs not to bark at every moving thing. Please.
Oh, and by the way - I didn't buy a "stop dogs barking neighbors" device yet. Any recommendations?
Labels: adwords, keyword insertion
posted by Melissa at
7:44 AM
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