Bing Ads Quietly Rolls Out DKI Similar to Adwords

What is DKI and How does it Work on Adwords and Bing Ads?

I've answered this question from various stakeholders, legal advisors, internal managers, and newbies more times than I can count.  Wrapping your mind around DKI isn't a concept that's easy to understand at first - at least it wasn't for me.  It took me a long time to wrap my mind around what it is that DKI does and when to use it.

So how would I explain dynamic keyword insertion in MY OWN WORDS?

  1. First, understand that Ads belong to Ad Groups meaning ads get triggered based on keywords within those ad groups.  When you think about the hierarchy, just visualize that keywords and ads BELONG TO ad groups.
  2. Second, understand that DKI doesn't insert the searcher's search query!!  DKI inserts the KEYWORD that was MATCHED to the searcher's SEARCH QUERY and puts the KEYWORD from your account in the ad.
  3. If you understand points #1 and #2, all you need to understand is that DKI attempts to inject a keyword you have in your account into an ad.  Whether it does this or not depends on the ad character limit restrictions and whether a search gets mapped to a keyword in an ad group that contains ad text with Dynamic Keyword Insertion.
  4. Dynamic keyword insertion is just a placeholder.  Don't over-think it!
  5. The {Keyword} placeholder has different variations ({keyword}, {Keyword}, {KeyWord}, {KEYWord}, {KeyWORD}, {KEYWORD}).  These different variations are used to capitalize the inserted keywords in a format you want.  The most popular of all these is with out a doubt the {KeyWord} parameter because it capitalizes the first letter of each word within a keyword.
  6. {KeyWord:Default Text} -- Do you see the text between the colon (:) and the end brace? Whatever text you write in between the : and } will be inserted into the ad IF the keyword that's being inserted into the ad causes the ad to exceed the character limits.  So this text you define -- and it can be anything you want -- is your back-up text in case the keyword doesn't fit.

Now the Exciting News Regarding Bing Ads DKI!

Dynamic Keyword Insertion DKI Parameter

Bing Ads DKI now works like Adwords DKI!  Before I talk about that, let me talk briefly explain how DKI on Bing Ads used to work.

DKI (Dynamic Keyword Insertion) on Bing Ads has been obnoxious for many paid search managers for many years.

In the past, you either had to capitalize all your keywords the way you wanted before uploading to your account (because you can't edit the keyword fields once they are in the account) or you’d have to use param1, param2, or param3 and change the {KeyWord: part to {param2: for example in the ad.  This was an annoying and time-consuming step.

When you used "{Keyword:Default Text}", and your keywords weren't capitalized, the Bing Ads system would literally insert your keyword in LOWER-CASE!  Many search marketers know that having upper-case titles is paid search 101 - just good practice.

Importing and Modifying Ad Copy -- The Old Way

  1. Import your Adwords account from Google via the Import feature in Bing Ads Editor or by exporting into a .CSV file from Adwords Editor
  2. Fix errors, then export the ads so you can add DKI values with proper capitalization to the param1, param2 or param3 field. In Excel, use the formula "=PROPER()" to capitalize the first letter of every word. Then go back through the data and uncapitalize stop words (this can also be done via an Excel formula like: "=TRIM(SUBSTITUTE(SUBSTITUTE(" "&A16&" ", " With ", " with ")," The ", " the "))" ).
  3. Find/replace {KeyWord: in your headlines or ad text to be whatever param# column you chose. For example, if I have all my proper-capitalized keywords in param2 column, I would find ads with "{KeyWord:" and replace it with "{param2:" within the headline and ad text. What this does is it says insert the value in the param2 column into this part of the ad. Hence, this tactic is DKI via utilization of the param variables.
  4. Upload into Bing Ads

Importing and Modifying Ad Copy -- The New Way

  1. Import your Adwords account from Google via the Import feature in Bing Ads Editor or by exporting into a .CSV file from Adwords Editor
  2. Fix errors
  3. If your headlines say {KeyWord:, no problem!  The Bing Ads system finally allows you to control the keyword capitalization using the '{keyword:}' placeholder just like Adwords.

How to Use DKI on Bing Ads Now

The way you capitalize the {KeyWord} placeholder determines how the words in your keyword will be capitalized in your ad.

Platform Keyword Your ad's title Parameter Easier to Read Result
Adwords fresh fruit Order {keyword:Fruit} today {keyword:Default Text} key word Order fresh fruit today
Adwords fresh fruit Order {Keyword:Fruit} today {Keyword:Default Text} Key word Order Fresh fruit today
Adwords Fresh Fruit Order {KeyWord:Fruit} today {KeyWord:Default Text} Key Word Order Fresh Fruit today
Adwords sony laptops Get deals on {KEYWord:Laptops} {KEYWord:Default Text} KEY Word Get deals on SONY Laptops
Adwords Dayton, oh Fun events in {KeyWORD:Ohio} {KeyWORD:Default Text} Key WORD Fun events in Dayton, OH
Adwords local fresh fruit Order {KEYWORD:Fruit} today {KEYWORD:Default Text} KEY WORD Order Local Fresh Fruit today
Bing Ads fresh fruit Order {keyword:Fruit} today {keyword:Default Text} key word Order fresh fruit today
Bing Ads fresh fruit Order {Keyword:Fruit} today {Keyword:Default Text} Key word Order Fresh fruit today
Bing Ads Fresh Fruit Order {KeyWord:Fruit} today {KeyWord:Default Text} Key Word Order Fresh Fruit today
Bing Ads sony laptops Get deals on {KEYWord:Laptops} {KEYWord:Default Text} KEY Word Get deals on SONY Laptops
Bing Ads Dayton, oh Fun events in {KeyWORD:Ohio} {KeyWORD:Default Text} Key WORD Fun events in Dayton, OH
Bing Ads local fresh fruit Order {KEYWORD:Fruit} today {KEYWORD:Default Text} KEY WORD Order Local Fresh Fruit today

Regarding the Adwords all upper-case {KEYWORD:} parameter, I am working to get confirmation for reliable sources at Google about this.  In the past, {KEYWORD:} used to mean capitalize ALL words within the keyword.  Some discussion has arisen about whether the Adwords documentation is accurate.  Some state this feature no longer works but don't offer reliable confirmation on this.  I'm working on verifying this at the moment.  Nevertheless, the primary parameter that most people use is the {KeyWord:Default Text Here} parameter.  This capitalizes the first letter of every word within the keyword.  If you are having a tough time figuring out which DKI parameter to use, just use this one.

Bing Ads policies state you can't have more than one fully capitalized word in your ad title or ad text.  So what that means for {KEYWORD:Default Text} is that it can never have more than 1 capitalized word.  So, if the keyword = 1 word count, then this placeholder will work, else, it won't and will capitalize the first letter of each word just like {KeyWord:}

How I Learned of This Change

If you're not a member of Bing Ads UserVoice and you hate the Bing Ads platform with pure disdain from the depths of your inner soul like I do, I highly recommend you sign up on Bing Ads UserVoice and voice your opinion.  That's the entire purpose of this valuable tool!  Finally Bing Ads is listening and has provided an outlet for venting frustration rather than their terrible blog from which you get a bunch of poorly answered questions.  This is the article that mentions the DKI announcement that Bing Ads now functions like Adwords.  Here's more info about the official announcement.

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  1. 8 Adwords Generator Blogs - The Ultimate Keyword Research Website - September 23, 2013

    […] Bing Ads DKI Now Similar to Adwords DKI – PPC Campaign GeneratorBing Ads quietly rolled out this very important announcement about dynamic keyword insertion parameter KeyWord:Default Text now available on Bing Ads. Finally. […]

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