Beware: Google DKI

As some of you probably know, Google Adwords has a function that allows you to have your ad title display the exact keyword search entered, as opposed to the static ad titles you've created. Dynamic Keyword Insertion (DKI) does just that...dynamically creates your ad title according to the keyword search entered (assuming it will fit within the alloted number of characters).

So what's the point? It's no secret that the closer your ad title is to matching the keyword search entered, the more people are likely to click on your ad. So for Google, DKI is a cash cow. By rolling this out, Google was able to ensure more advertisers presented a message that was more likely to receive a click. More clicks means more money in Google's pockets.

So what's the problem? Just changing your ad titles to match the exact "needs" of the searcher doesn't ensure your site will actually answer those needs. In other words, by "hitting a home run" with their keyword search, you've created a higher level of expectation in the searcher's mind...that means you better deliver. What do we mean?

Let's just say you sell teddy bears...and let's say a diehard University of California Bears football fan wants to get a 'UC Berkeley Teddy Bear". If you've chosen to use DKI, your ad would display UC Berkeley Teddy Bear. So guess what? That person is not only expecting to see a UC Berkeley Teddy Bear, they're expecting to see it soon. In other words, your ad told them you had exactly what they needed...so you better deliver.

If not, you run the risk of getting a lot more visitors to your site that don't find what they're looking for...exactly what Google doesn't want to have happen.