So you want to be a search marketing master. Dynamic Keyword Insertion is the five-point palm exploding heart technique of PPC. If you do it right, you can annihilate your competitors. If you do it wrong… BUM BUM BUMMMMM… well, let’s just say you can do some serious damage to your campaign. In this short, in-depth free webinar, we’ll share the strategies, opportunities and pitfalls of Dynamic Keyword Insertion. Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. Dynamic Keyword Insertion:
Ninja PPC
#ninjaPPC
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2. Ninja Brandon Hess,
Account Manager
Ninja Anna Sawyer,
Marketing Manager
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3. The basics of DKI
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4. 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.
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5. What does that
even mean?
Drive traffic to
landing pages
specifically
designed for PPC
conversions.
(thanks, askaninja.com!) trada.com

6. and write
You use a fancy just
ninja trick one ad
and it’s like you
wrote an ad
for every
keyword
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7. Why should you
use DKI?
(thanks, askaninja.com!) trada.com

8. 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.
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9. Oh, and:
When a user sees
his exact
search term in
an ad, it tends to
boost click-
through rate.
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10. The summary:
DKI has the ability
to serve ad an
that speaks
directly to a user.
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11. OK, cool. So
how do I do it?
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12. We’re going to tell
you...and then we’ll have
to kill you. (Sorry.)
(thanks, askaninja.com!)
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13. Four elements of a
DKI ad:
the ad group
the keywords in
the ad group
the default
keyword
the ad
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14. Four elements of a
DKI ad:
the ad group
ad group: katanas
the keywords in
the ad group
the default
keyword
the ad
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15. 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
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16. 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
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17. Four elements of a
DKI ad:
the ad group
the keywords in
Up to 50% off {KeyWord: Katanas}
Free shipping on a huge selection of the ad group
authentic {KeyWord: Katanas}. Shop Now!
tradaswords.com/{KeyWord:Katanas}
the default
keyword
the ad
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18. OK, what did we do
here?
(thanks, askaninja.com!) trada.com

19. We used the
default keyword as
a variable.
We told Google
Up to 50% off {KeyWord: Katanas}
Free shipping on a huge selection of
to do this
authentic {KeyWord: Katanas}. Shop Now!
tradaswords.com/{KeyWord:Katanas} by placing the
keyword in curly
braces.
(The punctuation
that looks like a
moustache.) trada.com

20. 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

21. Anyway, back to DKI.
Remember our ad
(Ninjas get sidetracked
group?
more than you’d expect.)
ad group: katanas
Up to 50% off {KeyWord: Katanas}
Free shipping on a huge selection of
authentic {KeyWord: Katanas}. Shop Now! katanas
tradaswords.com/{KeyWord:Katanas}
japanese katanas
ninja katanas
samurai katanas
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22. ad group: katanas
This was our katanas
default keyword. japanese katanas
ninja katanas
samurai katanas
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23. So if a user enters
our default
keyword, Up to 50% off Katanas
katanas, as their Free shipping on a huge selection of
authentic Katanas. Shop Now!
search term, the tradaswords.com/Katanas
ad will look like
this.
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24. And! because Up to 50% off Japanese Katanas
we’ve used DKI, if Free shipping on a huge selection of
authentic Japanese Katanas. Shop Now!
a user enters any tradaswords.com/JapaneseKatanas
of the other Up to 50% off Ninja Katanas
keywords in our Free shipping on a huge selection of
authentic Ninja Katanas. Shop Now!
ad group, that tradaswords.com/NinjaKatanas
keyword will Up to 50% off Samurai Katanas
Free shipping on a huge selection of
magically appear in authentic Samurai Katanas. Shop Now!
tradaswords.com/SamuraiKatanas
the ad that is
served.
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25. Why is this good
again?
When a user sees
his exact
search term in
an ad, it boosts
click-through rate.
Also, DKI saves
you time, because
you don’t have to
write an ad for
every keyword.
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26. So you’re probably
wondering:
Yep!
Can I use DKI in
just one line of my
Up to 50% off {KeyWord: Katanas}
ad, like the Free shipping on a huge selection of authentic
swords and accessories. Shop Now!
headline? tradaswords.com/katanas
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27. So you’re probably
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.
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28. So you’re probably
wondering:
What if the search The ad will show
query is too long your default
to fit within the keyword:
character limit?
Up to 50% off Katanas
Free shipping on a huge selection of
authentic Katanas. Shop Now!
tradaswords.com/Katanas
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29. So you’re probably
wondering:
For Google: DKI
How does DKI doesn’t directly
affect Quality affect Quality
Score? Score, but it does
increase click-
through rate,
which is great
for Quality Score!
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30. So you’re probably
wondering:
How does DKI Also: if you’re
affect Quality using DKI on the
Score? Search
Alliance, they
have said that it
can increase
Quality Score.
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31. So you’re probably
wondering:
We suggest using
title casing, which
What’s the deal looks like this in
with capitalization? your DKI ad:
Up to 50% off {KeyWord: Katanas}
Free shipping on a huge selection of
authentic {KeyWord: Katanas}. Shop Now!
tradaswords.com/{KeyWord:Katanas}
(Note capital K and W).
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32. Proceed with caution!!!
(thanks, askaninja.com!) trada.com

33. It can be easy to
make mistakes with
DKI.
You are basically
trusting a formula
to write readable
ad copy.
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34. Up to 50% off Buy Swords
Here are some of Free shipping on a huge selection of
authentic Buy Swords. Shop Now!
the possible tradaswords.com/BuySwords
ramifications of
poorly executed Or even worse
DKI: (this is real):
Looking for Brains?
Save on Brains when you shop
at Ebay. Huge selection!
ebay.com/brains
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35. 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).
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36. How to prevent
yourself from looking
like an idiot: 2. Use negative
keywords - a
lot.
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37. 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.)
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38. How to prevent
yourself from looking
like an idiot: 4. Be careful with
broad match.
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39. OK, let’s talk about
broad match.
We ninjas don’t have a
code. We believe in free
will. So do what you
want...
(thanks, askaninja.com!) trada.com

40. But be careful with
broad match.
Here are our broad use negatives
match tips:
especially for things like “sucks”
Up to 50% off Trada Swords Suck
Free shipping on a huge selection 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
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41. 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.
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42. Time for ninja tips!
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43. Maybe you shouldn’t
use DKI.
Reseach your
competitor’s ads. Are
they all using DKI? If
so, clever unique ad
copy will get you
noticed.
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44. 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.
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45. Use negatives to
keep your offer
honest.
Is what you offer
cheap, discounted
or free? If not, add
those terms as
negatives.
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46. Choose ‘optimize
for clicks’.
This is the default
setting in AdWords,
and it’s a good way to
control spend with
DKI.
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47. Most importantly:
Use your noodle!
(thanks, askaninja.com!) trada.com

48. 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 search
marketing yourself.
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49. Trada has a large, global crowd of certified
paid search experts who do SEM for you.
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50. Multiple experts work
on your campaign at
the same time.
You get:
Diversity of thinking
Constant optimization
Multiple ad networks
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51. and they already know how to use DKI!
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52. It’s pay-for-performance.
There are NO fees:
no startup fees, no management fees.
You can get started right away.
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53. Time for questions!
For more information or to schedule a demo, email
anna@trada.com
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