Dynamic keyword insertion: benefits, risks and best practices

Dynamic Keyword Insertion (DKI) is a useful tool that can enhance ad ranking, but it doesn’t guarantee results and should be used carefully. As with everything in paid media, the effectiveness of such automations depends on a strategic and mindful approach that considers the specific characteristics of each campaign.

DKI allows the specific keyword a user searched for and triggered the ad to be included in the ad title, thus achieving greater perceived relevance for the user. This can lead to a higher ad ranking and potential improvements in CTR. However, this tool should not be overused. The risk of excessive or poorly optimised insertion is a loss of control over the message, leading to incoherent ads or, in the worst cases, grammatical errors or nonsensical messages for the user.

There are other codes similar to DKI that are also worth considering. Options like user location insertion {LOCATION(City)}, which allows an ad to be tailored according to the city where the device is located, or countdown codes {COUNTDOWN(yyyy-MM-dd HH

,daysBefore)}, which help convey urgency by showing the time remaining until an event. These codes add a touch of personalisation that, when applied well, can increase the relevance of the ad and, consequently, the campaign’s performance.

The key, however, is not to lose sight of the purpose of the ad, which is to convey a clear, coherent message aligned with the brand’s values, such as its tone, mission, and unique selling points. DKI and other codes should only be used when their impact is positive and aligned with the brand’s overall message. Overusing insertions can lead to a robotic experience for the user, straying from the communication any brand should aim for.

A good question to ask before implementing these codes is: can they really enhance the ad’s impact or the effectiveness of the message for the user who sees it? In some cases, it might be better to keep an ad without insertion—clear and effective—rather than trying to make it hyper-personalised at the expense of coherence.

For every automation we introduce, we should consider the context and how users will interact with our ads, ensuring that we don’t fall into generic messaging that adds no value or, worse, ends up confusing the audience.

What’s your take? Have you had any good or bad experiences using DKI in your campaigns?