Dynamic keyword insertion (DKI) is a technology that makes your advertisements and web pages more relevant to the user. He finds the exact terms he is looking for, making him feel at ease in reading your content and eventually buying your product. But there's one huge mistake most marketers commit: it's implementing the technology in only one portion of the sales funnel, thinking that would be enough. But we both know that's going to the wrong direction.
Whether you're using a dynamic keyword insertion plugin or not, here is what you should remember. DKI should be present in all stages of the sales funnel. If we look at it carefully, the basic sales funnel that involves ads can be split into at least two stages. The first one is the advertisements part. The second stage would be the landing page part, or after the user clicks the advertisement and arrives on your web page.
OK, let's dive in to stage 1. In this portion of the funnel, it's important to remember that dynamic keyword insertion should not make your business look less professional. Therefore, be very selective with the keywords you use and include in your group or list. Also, be sure to check keywords for possible copyright or trademark infringement. This often happens when you bet your competitor's name. Sometimes it's dynamically changed and your competition's business name is displayed on your ad instead.
Next, let's look at the second stage of the funnel. This is the part where dynamic keyword insertion plugin, in case you're using one, will replace your keywords. However, some software or plugins fail in this part. That's because they limited changing keywords on the ads, not on the landing pages. If this is the case, then throw away your plugin because it's causing you to lose your advertising dollars. It's causing damage to your brand. It's making prospect consumers hate you and this is why.
When a consumer lands on your web page and sees that there's some text written there, his tendency will be to press Ctrl+F. This command, as you know, stands for search. He needs to find on your webpage the terms he read on your advertisement. For example, he searched "android phone under $100 michigan" and found those words in your ad. He must find the exact terms in your landing page, otherwise, he'll close your page and move on to the next search result. That is why it is crucial for dynamic keyword insertion to be present in all stages of the sales funnel.
