Yahoo! Search Marketing finally launches dynamic keyword insertion in Panama
Not only is Panama about a zillion times better than the old Overture interface, they at last allow us to use dynamic keyword insertion. Here’s how:
Using the Insert Keyword feature you can specify where you want a keyword inserted in an ad title or description and specify default text. The keyword that is inserted is the one that is used to match the ad to a prospective customer’s search query. The default text is used if inserting the keyword would cause the title or description to exceed its character limit.
For example, suppose you have an ad group for keywords related to your shop which sells televisions and one of your keywords is “plasma tv” You use Insert Keyword in the title and specify default text of “tv.” If a prospective customer searches for “24” plasma tv,” the keyword “plasma tv” is automatically inserted into the title at the location you selected. But if inserting the keyword “plasma tv” would make the title too long, then your default text “tv” is inserted instead.
In addition, you can use alternate text to replace keywords with words that fit grammatically into the title or description. For example, a travel company has an ad group for keywords related to Scottish holidays. This advertiser creates the ad title “Great deals on _______” and uses the Insert Keyword feature to insert keywords such as “Scotland holiday.” For the keyword “Scotland holiday” the advertiser specifies alternate text (in this case, “holdays to Scotland”) so that it fits naturally in the sentence.
If you specify alternate text and it doesn’t cause the title or description to exceed the maximum number of characters, the alternate text is used in the ad. If you don’t specify alternate text or the alternate text makes the title or description too long, the default text is used in the ad.
You specify alternate text for a keyword on the Keyword Details page.
To create alternate text for a keyword:
1. Click the Campaigns tab. The Campaigns page opens.
2. Identify a campaign and click its link. The Campaign Details page opens.
3. Identify an ad group and click its link. The Ad Group Details page opens
4. In the Ad Group Details page, click the Keywords tab.
5. Identify the keyword and click its link. The Keyword Details page opens.
6. The Alternate text section is half way down the page.
7. Tick the box beside the words ‘Use alternate text for this keyword if Insert Keyword is used in any ad’ . The Enter Alternate Text dialog box opens.
8. Enter the alternate text.
9. Click Save
Well done Yahoo! Its a 2 horse race now between you and AdWords. MSN fell at the first fence. (Not sure where these horse racing analogies came from btw).
What I’m listening to right now: Prince - “Adore”
Monday, July 30th, 2007 at 11:44 pm and is filed under Affiliate Marketing, PPC, Yahoo!. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
Welcome to my blog. My name is Kieron Donoghue and I run UK Offer Media Ltd. I thought it would be fun to post a daily (well hopefully daily) blog, writing about my experiences in Internet Marketing and more specifically Affiliate Marketing. I'll include some personal stuff too, probably about my other passions, music and cars. Please feel free to post your comments and thoughts too.
July 31st, 2007 at 7:13 am
you have some amazing music, taster! drop me a line sometime we can trade some music! nice post, and even better blog!
July 31st, 2007 at 11:07 am
I never found much use for DKI if you target your adgroups enough, i.e. one adgroup per keyterm. Then, write a custom ad for each adgroup including the keyterm in the ad where you see fit and there is no need for DKI. And you also get the QS benefits (DKI doesn’t improve QS).
July 31st, 2007 at 12:08 pm
I find DKI most useful for weeding out the best performing keywords from large campagins, then move onto seperate, very focused Ad Groups as Jamie rightly points out.
The real shame about Panama is they didn’t include the DKI functionality in the destination URL which is absolute madness. Still, overall it is a long overdue & massive improvement over the previous version.
July 31st, 2007 at 1:40 pm
And another thing, I just asked to have a second account setup and got this…
There will be a set up fee for each sister account which varies by market:
US account = $5
UK account = £60
Other EU marketplaces = €50
Nice to see the UK are getting a fair deal!! unbelievable.
July 31st, 2007 at 1:46 pm
Thats certainly a rip off, before Panama I got a second US account setup and it was free.
July 31st, 2007 at 5:29 pm
I take it there is still no simple way for each keyword in an Ad Group to go to it’s own specific page or am I just completely being blind?!
July 31st, 2007 at 5:46 pm
the ultimate advise if you plan on doing anytype of adwords.keep close track of your account. One time when i had my social network, i planned to spend 50 $ that month, i put that on the field that said budget. Unfortunately the next month i did not pause my account and 15 days later realised that i had been charged an additional 170$. I sold my social network and now i am a music blogger check me out, my taste in music is almost as good as Kieron
August 3rd, 2007 at 12:44 am
Wardy - Yes Yahoo Panama does have individual keyword urls. If you are using the interface to chnage things just click on the keyword and you should see where you can enter the url. If you are using bulk import sheet, you should see keyword url collumn. Hope this helps.
DTI is essential when managing large campaigns - try writing one ad per keyword when you got 10,000 keywords. You’ve still got to be smart how you use it.