News Source: http://www.advmediaproductions.com
Published: Jan 14, 2008 - 07:42 am
Story Found By: danzarrella 1490 Days ago
Category: PPC
10 Comments
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News Source: http://www.advmediaproductions.com
Published: Jan 14, 2008 - 07:42 am
Story Found By: danzarrella 1490 Days ago
Category: PPC
10 Comments
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Comments
Good post. I was tetering on whether or not to use DKI, but seeing your results has re-sparked that desire to learn more about it and test it. I just don’t know if it’ll be worth it in my case -since my phrases targeted are a bit longer such as, "key word one two", and nothing will be replaced in the case that it doesn’t fit, right?Ciao,Brandon
David never provided the volume information. There is absolutely no statistical significance to his results without that information. If there were 10 clicks on each ad I wouldn’t call that very solid evidence.Not to bash the results and I am sure David DID do this but it means nothing without click volume.
I have always preached for the use of DKI. It does raise your CTRs, and increases your quality score (ultimately). I think they’re a great way to attract all the possible potential clickers. That way, you know that if your ad has a low CTR, it s not because of the ad title, its the text. I use DKI everywhere, and it has always worked a treat, the only thing is, you have to keep your adgroups very tidy to make sure you know what will appear in your ad title.
I agree with Eloi, these are most effective in ad groups with stongly focused, specific keywords. Broader keyword lists may create ads where the DKI title may not be as relevant to the description portion of the ad.
I think DKI can be helpful, but not always. As is usually the case, you’ve got to look at each case individually. And this is where competitive research really comes in handy. If all the competitors on that phrase use DKI, then your ad will blend in. Also, using associated keywords can increase CTR sometimes more than DKI. For instance, someone searching "mortgage rates" who sees an ad that says, "Home Loans" in it will make the association. Once again, though, that doesn’t always work either. The key is to treat each case separately.
Hey David DiMartino here, just wanted to address DaveDavis’ concerns, didn’t want to go into too much detail about the traffic, but it was statisically significant.
The one thing that I found troubling about that article is lack of mention of CONVERSIONS!!!!! That’s what we all use PPC for right? I generally will not use DKI because 1 it can give you some goofy looking ads ("buy babies at target" anybody?) and 2 a high ctr is worthless if people bounce off your site right away. It’s more work, but I prefer controlling the ads and building small super focused groups. When I take over existing accounts that have DKI ads we usually drop the cost per conversion in a substantial way by doing away with them and creating new ads and split testing.
I do not use DKI much anymore, rather, use SpeedPPC and other tools to generate large collections of searches that acheive similar results, but in a predictable format. No risk, all upside.Good KW research and tools for inserting tight headlines is still the best way to go - you just have to get used to have hundreds of ads.
RobD I am with you on goofy looking ads, that’s why I stress using it intelligently. As far as conversions go, DKI can help you improve ad text, but IMO ad text is only going to take you so far. Improving conversions is all about landing pages.
What about the conversion data?