The Dangers of Dynamic Keyword Insertion

The illustrious Katie Pennell often writes blog posts about the funny searches we come across while digging through search query reports and analytics for our clients. Today I wanted to share with you an ad that popped up while I was doing some ad hoc keyword research for one of our fabulous clients. Take a minute. Read it again. It really does say that. You can pretty much bet nobody wrote that ad on purpose. It occurred because the advertiser was using dynamic keyword insertion (DKI) to put keywords into the ad, well, dynamically. The way it works is:

  • User conducts search
  • Keyword triggers ad
  • The keyword that won the bid is displayed in the ad dynamically (not necessarily matching the exact term searched – which is why the whole term is not bolded)
  • In this case, the ad displayed leads me to laugh hysterically and take a screenshot

The thing about DKI is that it can be very effective. You just have to organize your keywords very carefully and then write your ad with those terms in mind. This way you’re thinking about the context they will be inserted into. Or not. And then I will be forced to blog about you.

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