Pros And Cons Of Dynamic Keyword Insertion

Google introduced dynamic keyword insertion tools for AdWords at least four years ago, but many search marketers have chosen not to use them. For some it's out of confusion, for others it's out of fear of wrecking an effective campaign.

Andrew Goodman thinks that some of the fears are warranted -- after all, misuse of a feature that allows marketers to dynamically insert any keyword they're bidding on into the ad text (from headline and body copy, to URL) can cause a host of costly clicks.

Goodman outlines the pros and cons of using dynamic keywords for PPC campaigns, and suggests that search marketers constantly test them to figure out which products or services they work best for.

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Tags: search
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