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- Sphinn It!
Posted By: DoshDosh 62 days ago
Topic Type: News Story (Jump to http://searchengineland.com)
Category: Paid Search
4 Comments
4 Comments
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Comments
Great advice! Being too clever can actually be a detriment to your campaigns. I think the overall lesson here is to KISS (keep it simple...you know the rest).
Not to take anything away from Andrew Goodman, because he's the main PPC guru, and generally speaking, DKI works well for a lot of things... but in the last say 7 months or so that I've been doing PPC for a lot of lead generation campaigns, many locally oriented, I've found that surprisingly the DKI headline ads don't perform as well from a conversions per impression standpoint. I think I'll have to blog about this soon.
Another alternative to DKI is to only have closely-related terms in each ad group, so that all ads you write in that ad group will automatically be relevant, even if the search and title don't match up [exactly]...
Dynamic Keyword Insertion? Great way to drive up click-through rates on the "long tail" and broad match I guess... but DKI wins maybe 1 in 50 split tests we run on CTR for our high-production ad groups, and I can't remember the last time a DKI ad performed better on actual business metrics like profit per ad impression.