Pay per click advertising is a great way to drive immediate traffic to your website while you are waiting for SEO efforts to kick in.  If you have already started a PPC advertising campaign and have become familiar with the process, there is a PPC tactic called Google Dynamic Keyword Insertion that you should be aware of.  If you are not familiar with Dynamic Keyword Insertion it is a part of Google AdWords that helps you to save time when creating multiple ads for a pay per click advertising campaign.

What Exactly is Dynamic Keyword Insertion or DKI?

If you run multiple AdWords campaigns Dynamic Keyword Insertion provides you with a way to insert keywords into ad headlines in an automated fashion without having to type them in by hand.  This can be a real time saver if you run more than one campaign or if your PPC campaign is huge.

Although Dynamic Keyword Insertion helps PPC experts manage campaigns easier, DKI can also be used to manage multiple campaigns when you have a small business.  Like anything that makes life easier there are also things that you must be aware of when using this tool for pay per click advertising.

AdWords Tips for Using Dynamic Keyword Insertion

The first thing to remember when using Dynamic Keyword Insertion is you must be original if you want your ad to receive click throughs.  Additionally, one of the aspects of a good headline is using the keywords and phrases your audience uses in their organic searches.  If you use the words your visitors use they will notice that the words are being used in your ad and click on it.

• Consider the Character Length: When using DKI there is a 25-character limit for writing headlines in Google AdWords.  If you have a keyword phrase that is right at the limit you can use a few of the keywords intermixed with an original headline.  You should use extra words that emphasize a benefit such as “reduced,” “fast,” or “easy”.

• Be Descriptive: Make sure the headlines you write clearly describe what the reader can expect when they arrive on your page after clicking through the ad.  “Make Money Fast!” is not going to do the trick however, “Discount NFL Tickets” tells the reader a little more about what to expect.

• Keep the Letter “F” in Mind: Visual tests of Internet surfers have shown that most people scan the page in the form of the letter “F” looking down the left side and then across to the right.  If the headline of your ad is unique it is highly likely it will capture the attention of your target market based on this pattern.

Finally, make a point of testing and tracking all of your pay per click advertising campaigns.  More often than not, changing something as simple as one word can change the course of your campaign and testing ensures that you get the most out of your PPC marketing dollars.

Debra Leitl is the Mentor in Residence at eMentormarketing.com you can find her on twitter @MentorMarketing. Her specialty is interactive marketing with a focus on ecommerce and online marketing strategy. She has over 15 years of professional work experience in retail business management, strategic management consulting, and new business development.