1. DKI Hazards
OR
How keyword insertion in Google
AdWords can get you sued for millions

2. What is DKI?
Dynamic
Keyword
Insertion

3. What does it do?
Turns searches into
your ad
text, automatically.

4. Example
Someone searches
“shoes in Jerusalem”…

5. Your ads will look like this:
Shoes in Jerusalem
Great selection of shoes
Buy them now on sale
www.shoe-store.co.il

6. But this is what YOU wrote:
{KeyWord:Cheap Shoes}
Great selection of shoes
Buy them now on sale
www.shoe-store.co.il

7. So how does it work?
{KeyWord:Insertion Goes here}
Add it in title, 1st line or 2nd line.

8. Another Example
Book Title You wanted
Yes, we’ve got it in stock.
Buy “book title” 20% off!
www.book-store.co.il

9. So what’s the risk?

10. Google Says:
“Keyword insertion is
an advanced AdWords
feature, so please use
it with care”

13. This is now in
Supreme Court…

14. Microsoft vs. Nana-10

15. Holmes
Place is
in Great
Shape!

16. Don’t mess with Groupon

17. Baligam can sue both…

18. Trademark Violation?

19. Trademark Violation?
It’s legal to bid on the
trademark as a keyword.
It’s illegal to use the
trademark on the ad copy.

20. OK, we’ve got the idea!

21. “But I didn’t mean to…”
• Law doesn’t care
• Prove your Goodwill
• Don’t blame Google
• Can’t drop it on Ad Agency
• Admit the mistake real fast

22. How NOT to get sued
• Don’t DKI competitors
• Use [Exact Match]
• Add Negative Keywords
• Use normal ads, too
• Separate Campaign for DKI