Dynamic keyword insertion and quality score

I haven’t used the dynamic keyword for a while. It is just as easy to create an ad for each keyword [1 ad/keyword] (which makes it easier to run the same campaign in the content network as well as the search)

According to Perry Marshall (Adwords expert), dynamic keyword insertion hurts your quality score. However, since DKI increases your CTR (and hopefully your earnings), it often makes sense to use it–despite the small penalty it has on QS.

I just wrote a post about DKI last night. I never got into QS but more into using keyword misspellings in your ads. Like you mentioned, it’s almost a given that CTR goes up but the questions remains, at a higher price? I’m sure the answer is not static. In some cases it is beneficial and other’s it isn’t. You can almost got nuts trying to think of every single scenario. I feel it’s counter-productive to try and test every single solitary scenario. Sure, you might be missing out on some cash, spending too much on bids, but what about the time and money involved in the testing. I’ve seen DKI used in conjunction with misspellings. That brings a whole dynamic into testing. Had I started with “2nd tier” SE’s like 7Search I would not have to stress over so many things…It’s a much simpler approach to PPC…the downfall being lower quality traffic in some cases…anyways…sorry to go off topic..great post, great blog

We’ve found it seems to have a slight positive effect on very specific keyword terms (e.g. model numbers), and little to no/negative effect on more generic terms. Even the increased CTR on the generic terms doesn’t seem to get our QS any higher, and in some cases seems to lower it vs. entering the actual generic terms instead of DKI.

I think since programs make it easier to create ads for each keyword etc… just having it in the ad is better… But I have done some tests and overall they were inconclusive i think the bigger key is a good overall ad and relevant page/site. While i am sure there is some weight in the dynamic non dynamic but more goes to overall ad and site IMO.

Thanks for the great comments and insight everyone. This is definitely a topic that doesn’t have an exact answer.

Hey Chad, Thanks for the mention. Your readers may also be interested in what Google’s Quality Score Product Manager, Nick Fox, .html>had to say in more detail about DKI:

Nick: “Keyword insertion is a great way to improve user relevance. The user is looking for something specific and keyword insertion is a great way to give them that. There are two things to be careful of. It’s very easy to do keyword insertion in a way that creates nonsensical ads. Users don’t search for the most logical queries. If you’re looking for blue shoes, “buy blue shoes on my site” is good, “buy shoes blue” is bad. Make sure you’re not overpromising in your ad and that you’re actually sending users to a page that is relevant.”

I wish Google would be more transparent about these things. After all, we are customers. I understand that they are trying to weed out the bad ones, but this is not SERPs, we are paying for advertising, so the rules should be spelled out clearly from the beginning.