Dynamic keyword insertion (DKI) is a process which lets advertisers dynamically insert keywords into their advertisement texts; this helps their advertisements to perform better in search engine results pages (SERPs).
It is a targeting strategy which allows businesses to tailor their advertisements to each individual user, ensuring that the advertisement is relevant and engaging. This is done by automatically replacing specific phrases in the advertisement copy with user-defined keywords; this method helps to ensure that users are presented with the most relevant adverts when they search on a particular keyword.
The basic premise of dynamic keyword insertion is that businesses create a template advertisement which includes keywords that they know potential customers may be searching for. When an individual searches using a keyword they have specified, the advertisement is displayed with that keyword inserted in the text. This helps the advertiser to reach more potential customers, as the keyword used by the user will be dynamically inserted in the advertisement text and be relevant to the user’s search term.
For example, if a business is advertising for lawn mowers and the keyword in their advertisement is “lawn mower”, then when a user searches for “lawn mowers”, their advertisement will appear with “lawn mowers” inserted in the text. This helps the business to target potential customers who are searching for lawn mowers, ensuring their advertisement is relevant to the user’s search query and will be more successful in attracting clicks.
When using dynamic keyword insertion, there are several things businesses should bear in mind and adhere to. Firstly, the keywords used in dynamic keyword insertion must be relevant to the advertisement and the services or products being promoted; using irrelevant keywords can lead to user dissatisfaction and cause your advertisement to be less successful. Secondly, businesses should keep the maximum characters for their advertisement texts in mind, as dynamic keywords which are too long may cause the advertisement to exceed the character limit and be rejected by the SERPs.
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Another important best practice to consider when using dynamic keyword insertion is that it is best to use a generic term or phrase in the template text, rather than an exact keyword or phrase. This helps to ensure that the text of your advertisement remains relevant, regardless of which keyword the user searches for. It also helps to keep your advertisement from becoming repetitive, as the same exact phrase or keyword may be searched more than once.
It is also important to ensure that the keywords you are targeting with dynamic keyword insertion have sufficient daily search volume. Keywords which do not have enough search volume may appear in the advertisement, but they are unlikely to attract clicks.
Failing to use dynamic keyword insertion correctly may result in your advertisement appearing with irrelevant keywords or unable to appear at all in searchers. Therefore, it is important to ensure that you fully understand the concept of using dynamic keyword insertion before using it in your advertisement campaigns.
Last but not least, it is recommended to use a monitoring tool to track how your advertisements are performing in response to dynamic keyword insertion. This will allow you to quickly identify any issues and take the necessary action to improve the performance of your campaigns.