Some people were not fans of using DKI at all:
Others, like me, use it a lot. The conversation then twisted and turned to a discussion of whether it’s ok to use DKI for competitor ads or not.
It was so interesting that I decided to expand beyond Twitter’s 140 characters here.
DKI must be used correctly.
There’s a huge misconception out there that DKI inserts the user query into the ad. It doesn’t – it inserts the keyword you’re bidding on. So one key is to make sure you’re bidding on keywords that you’re ok having in your ad copy.
Misspellings, for example, can be great keywords but terrible for DKI. If I’m going to use DKI, I put misspelled keywords in their own ad group and don’t use DKI there.
You’ll also want tightly-themed ad groups. Otherwise it’s nearly impossible to write ad copy that makes sense for 50 different keywords.
Tread with caution when using DKI for competitor names.
Part of the Twitter conversation centered around using DKI for competitors. I have done this successfully on more than one account, without repercussions. In my experience, the engines usually end up using your default text anyway, not the competitor terms.
But others had different experiences:
These are all valid considerations. Discuss the strategy with your client or boss before trying DKI with competitor keywords. When I worked in-house, my boss loved the fact that we were doing this. I’ve had clients who love it too. But I’ve had other clients who said no way – they didn’t want ill will with their competition.
Test, test, test.
As with most things PPC, DKI is worth testing. We inherited a client who was using DKI across the board. We immediately decided to test ads without it. What a mistake. Click-through rate plummeted like a cement block – I mean, CTRs were 1/10 what they were with DKI. That test didn’t last long.
Test DKI in different parts of the ad, too. I see it most commonly used in headlines, but you can use it anywhere. Try it in the middle of the ad, or even in the display URL. The results may surprise you.
Of course, there are other pros and cons to using DKI, as this Wordstream article points out.
What’s your take on DKI? Love it, hate it, don’t care? Share in the comments?