WebProNews

I love PBS’s “This Old House”; the show’s experts effortlessly tackle all sorts of home improvement issues and problems, but because I don’t possess their skills, I know better than to try to duplicate their feats.  Yet with Google’s dynamic keyword insertion (DKI) tool, the question is not whether or not you can DIY, but whether or not you should.

An article from Search Engine Guide tries to provide an answer.  “From a timesaving standpoint, this is a wonder tool that has rescued PPC managers from the mind-numbing chore of typing the same keywords over and over,” it acknowledges.  But the article also recognizes that some aspects of DKI require supervision.

“Copywriting using DKI is a balancing act,” it states.  “You have to consider several factors, including the character count of your longest keyphrase, your ability to add text to the keyword-rich headline and how the ad looks on the page.”

Still, even if DKI doesn’t allow you to adopt a hands-off approach, you can at least become a little less vigilant at the wheel.  Search Engine Guide provides four guidelines users can follow to achieve a proper balance, with the most important being “Test & Track!”

“Everything in advertising is subject to change,” the article continues.  “Smart marketers always test and track to get the best results.  With a little forethought, you can develop a combination of DKI and custom-written AdWords ads that drive qualified visitors to your site.”

And with a whole lot of forethought and training, you might - maybe - be able to follow in the footsteps of the “This Old House” crew.