Google DKI Secret Sauce

How to control word casing for Dynamic Text

Syntax Example of Display: Description

keyword: darkstar coffee all lower case

Keyword: Darkstar coffee 1st word INIT CAPS, all others lower case

KeyWord: Darkstar Coffee All words INIT CAPS

KEYword: DARKSTAR coffee 1st word CAPS, all other words lower case

KeyWORD: Darkstar COFFEE Last word CAPS, all others INIT CAPs.

KEYWORD: DARKSTAR COFFEE All words ALL CAPS

NOTE: You still must meet Google’s editorial guidelines, even though you have the capability not to. In particular, respect all trademarks and do not use DKI to circumvent legal or ethical business practices.

Copyright 2007 Matt Van Wagner, matt@findmefaster.com Find Me Faster, Nashua NH. All Rights Reserved.

DKI Ads Gone Wild

In this case, the adgroup had the keyword “used thongs” (as in footwear).

Google’s Expanded Broad Match likely picked it up for this odd user query, dynamically inserting it into this DKI ad.

How Does DKI Work

Darkstar Coffee

User’s Search Query

Darkstar Coffee

Petes Coffee

Green Mountain Coffee

Shop Rite Coffee

Chock Full o’Nuts Coffee

Maxwell House Coffee

Gourmet Coffees

Your Keyword List

Buy Gourmet Coffees Save on Gourmet Coffees for Home or Office. Free Shipping! www.AcmeCoffees.com

Buy Darkstar Coffee Save on Darkstar Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com

Your Non-DKI Ad might be:

DKI Ad Picks up Keyword:

This customized ad will probably outperform the default ad. The DKI Ad is more directly relevant, and matching keywords are bold.

How DKI Works on Google

Buy Darkstar Coffee Save on Darkstar Coffee for Home or Office. Free Shipping! www.AcmeCoffees.com

In this example, we show dynamic text in Title and Description fields with the following syntax: {KeyWord: Default Text }.

Google’s Syntax

{Keyword: Default Text}

Default Text is displayed if Title, Descriptions, or Display URL exceed character limits.

Always Set a Default Text value, in this case Gourmet Coffees, otherwise your ad will not show if inserted text would exceed ad character limits.

Google DKI Secret Sauce

How to control word casing for Dynamic Text

Syntax Example of Display: Description

keyword: darkstar coffee all lower case

Keyword: Darkstar coffee 1st word INIT CAPS, all others lower case

KeyWord: Darkstar Coffee All words INIT CAPS

KEYword: DARKSTAR coffee 1st word CAPS, all other words lower case

KeyWORD: Darkstar COFFEE Last word CAPS, all others INIT CAPs.

KEYWORD: DARKSTAR COFFEE All words ALL CAPS

NOTE: You still must meet Google’s editorial guidelines, even though you have the capability not to. In particular, respect all trademarks and do not use DKI to circumvent legal or ethical business practices.

Copyright 2007 Matt Van Wagner, matt@findmefaster.com Find Me Faster, Nashua NH. All Rights Reserved.

Applying Google’s Syntax

Use for Proper Casing of Acronyms

Ppc Campaigns Need Help With Ppc Campaigns? Let Us Show You How It’s Done. www.FindMeFaster.com

Instead of this:

{KeyWord: PPC Campaigns}

PPC Campaigns Need Help With PPC Campaigns? Let Us Show You How It’s Done. www.FindMeFaster.com

Use this syntax instead:

{KEYWord: PPC Campaigns}

Applying Google’s Syntax

Use for Proper Casing of State Abbreviations

Driving Schools In NhLearn NASCAR driving tactics to win more morning commutes.

www.DriveMeFaster.com

Instead of this:

{KeyWord: Driving Schools in NH}

Driving Schools In NHLearn NASCAR driving tactics towin more morning commutes.

www.DriveMeFaster.com

Use this Instead:

{KeyWORD: Driving Schools in NH}

DKI with Display URLs

You can insert your keyword into the Display URL to pick up the keyword you are buying and the search query it gets matched to

- 35 character limit on Display URL Length

-If users cut & paste your dynamic Display URL, you may be sending them to a 404-error page.

-If you have a 2 or 3 word keyword (which is probably most of your keywords) then your Display URL will look “funky” because Adwords will insert a + sign in-between the words.

PPC Campaigns Need help with PPC Campaigns? Let us show you how it’s done. www.FindMeFaster.com/PPC+Campaigns

Learn More about DKI

To learn more about creating successful DKI Ad campaigns contact:

Matt Van Wagner matt @ FindMeFaster.com

www.findmefaster.com

(603) 595-1895

Coming this June, we will be announcing and releasing:

DEKE - The DKI Ad Simulator for Adwords

With DEKE, you can see how your DKI ads will actually look– before they go live!

DEKE will help you improve CTR…and get rid of goofy-looking ads!

You heard it first on Dave Szetela’s PPC Rockstars!