As promised, I am adding my first “black hat” trick to my blog. Admittedly, I hate using the phrase “black hat”, “white hat”… or even “gray hat” for anything that is not used to cover my head. I think the phrases are a little silly, but I digress…
So, Google doesn’t allow ALL CAPS anything within their search results. In other words, Google will not approve an ad written as such:
FIVE MILL ALL CAPS TITLE
Black Hat Trick #1 by Five Mill Inc
Here is a FIVE MILL ALL CAPS TITLE!
www.FiveMill.com
… but there is a work around.
Dynamic Keyword Insertion
Dynamic Keyword Insertion (DKI) is typically used when someone has a lot of keywords and wants to alter the ad’s appearance accordingly. As a result, advertisers will utilize DKI in order to save the effort of creating a new adgroup for each keyword.
I typically don’t use DKI, because I try to keep my adgroups so granular such that the ad is already perfect for all of the keywords. This Black Hat example is really a large majority of my use of DKI.
One very important thing to note is, it doesn’t matter what the user has searched, per se, rather what keyword was bid on that caused the ad to display. For instance, if the keyword is “Search Marketing” (phrase match) and someone searches with the query Five Mill Search Marketing, then the phrase that is dynamically inserted is Search Marketing, NOT Five Mill Search Marketing.
There are multiple ways you can utilize DKI. You can use:
{keyword: }
DKI Ad:
{keyword:Five Mill Inc}
Black Hat Trick #1 by Five Mill Inc
Here is a {keyword:DKI Ad}!
keyword: “poor ad”
Resulting Ad:
poor ad
Black Hat Trick #1 by Five Mill Inc
Here is a poor ad!
{Keyword: }
DKI Ad:
{Keyword:Five Mill Inc}
Black Hat Trick #1 by Five Mill Inc
Here is {Keyword:DKI Ad}!
keyword: “poor use of caps”
Resulting Ad:
Poor use of caps
Black Hat Trick #1 by Five Mill Inc
Here is Poor use of caps!
{KeyWord: }
DKI Ad:
{KeyWord:Five Mill Inc}
Black Hat Trick #1 by Five Mill Inc
Here is a {KeyWord:DKI Ad}!
keyword: “Good Ad”
Resulting Ad:
Good Ad
Black Hat Trick #1 by Five Mill Inc
Here is a Good Ad!
{keyWord: }
DKI Ad:
{keyWord:Five Mill Inc}
Black Hat Trick #1 by Five Mill Inc
Here is a {keyWord:DKI Ad}!
keyword: “poor caps Again”
Resulting Ad:
poor caps Again
Black Hat Trick #1 by Five Mill Inc
Here is poor caps Again!
{KEYword: }
DKI Ad:
{KEYword:Five Mill Inc}
Black Hat Trick #1 by Five Mill Inc
a {KEYword:DKI Ad} Agency!
keyword: “ca search marketing”
Resulting Ad:
CA search marketing
Black Hat Trick #1 by Five Mill Inc
a CA search marketing Agency!
{keyWORD: }
DKI Ad:
{keyWORD:Five Mill Inc}
Black Hat Trick #1 by Five Mill Inc
a {KeyWORD:DKI Ad} Agency!
keyword: “search marketing ca”
Resulting Ad:
search marketing CA
Black Hat Trick #1 by Five Mill Inc
a Search Marketing CA Agency!
…
..
.
And any iteration of the above.
But this is my favorite use:
{KEYWORD: }
DKI Ad:
{KEYWORD:Five Mill Inc}
Black Hat Trick #1 by Five Mill Inc
Is {KEYWORD:Five Mill Inc} All Caps?
keyword: “Five Mill Inc”
Resulting Ad:
FIVE MILL INC
Black Hat Trick #1 by Five Mill Inc
Is FIVE MILL INC All Caps?
This often works but sometimes Google just changes the DKI from “KEYWORD” to “KeyWord”.
If you want to see this in action, but don’t want to go through the effort, you can either search “five mill inc” on Google, or you can check out my screenshot. I’m going to leave the ad live and let’s see how long it is until Google catches me!
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