3. DKI Format
Get {keyword:yummy toothpaste} here
1234 56789
35 characters per description line
9 characters already used
26 characters available
If the search term is 26 characters or fewer, it appears in the ad
If the search term is 27 characters or more, the default text appears
7. Maraschino Cherry Toothpaste
maraschino cherry toothpaste
1234567890123456789012345678 = 28 characters
Get {keyword:yummy toothpaste} here
Get yummy toothpaste here
13. When to use DKI
• Keywords in an ad group are all the same type
14. When to use DKI
• Keywords in an ad group are all the same type
• All keywords would make equal sense in an ad
15. Example:
College Sportswear
12345678901234567890123456789012345
[oklahoma football jerseys]
[alabama football jerseys]
[notre dame football jerseys]
[rutgers football jerseys]
[florida state football jerseys]
[princeton football jerseys]
[temple football jerseys]
16. Example:
College Sportswear
Show Your School Colors.
collegeclothes4u.com/jerseys
{KeyWord:College Football Jerseys}
All Sizes in Stock - 35% off.
princeton football jerseys
Show Your School Colors.
collegeclothes4u.com/jerseys
Princeton FootBall Jerseys
All Sizes in Stock - 35% off.
17. Example:
College Sportswear
Show Your School Colors.
collegeclothes4u.com/jerseys
{KeyWord:College Football Jerseys}
All Sizes in Stock - 35% off.
st. brutus’ secure centre for incurably criminal boys football jerseys
Show Your School Colors.
collegeclothes4u.com/jerseys
College FootBall Jerseys
All Sizes in Stock - 35% off.
19. When Not to Use
• Keywords other than exact match
20. When Not to Use
• Keywords other than exact match
• not enough control of ad text
21. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
22. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
• When keywords aren’t all of the same semantic structure
23. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
• When keywords aren’t all of the same semantic structure
• get wintergreen toothpaste here
24. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
• When keywords aren’t all of the same semantic structure
• get wintergreen toothpaste here
• get buy wintergreen toothpaste here
25. When Not to Use
• Keywords other than exact match
• not enough control of ad text
• too much potential exposure to bad keywords - ads seem more
relevant than they are
• When keywords aren’t all of the same semantic structure
• get wintergreen toothpaste here
• get buy wintergreen toothpaste here
• When you don’t have hyper-relevant landing pages for each
keyword