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Dynamic keyword insertion (DKI) can help you increase your visibility, relevancy, click-through rates and eventually your quality score. It is very easy to use from a technical perspective, but much trickier to understand the ins and outs. Here’s how to use DKI:

Basics of Dynamic Keyword Insertion

To use DKI, you basically put the word Keyword: in brackets, followed by a phrase that will be used if the search phrase that was entered was too long. For example:

Find {Keyword:Car Washes in CA}

If someone enters a keyword such as “Car wash San Mateo,” they would instead see “Find car wash San Mateo.” However, if theyentered “Find a car wash in San Fernando open at 12:00 am” all they would see is “Find Car Washes in CA.”

Maximizing the Effectiveness of Keyword Insertion

There are a couple main benefits to using DKI. First, people see that the text in your ads is bold, which is because anytime your text is the same as what they entered, it is bolded by Google. Since you are dynamically inserting the exact text they entered, you are virtually guaranteed of showing up bolded. Once you are bolded, you are often more likely to get clicks. With a higher click-through rate, Google will reward you with a higher Quality Score, which will respectively lower your bids and possibly increase your position.

Remember to always check out your competition when you are using DKI. If nobody else is using it, it can be an incredibly effective strategy. However, in some markets, almost every other ad is using DKI. You might enter a keyword and see four other ads with the exact same headline: the keyword you just entered. In that situation, you should probably try writing your own unique headline that will stand out, and instead use DKI just in the body text.

Track the Actual Keywords

Don’t treat DKI as a static process. Instead, monitor your keywords to figure out what people are entering to land on your website. Then, using that data, further refine your keyword bids and your ads. For example, in the beginning of a campaign you might be bidding on phrase match “get a date”. You use a dynamic headline for your ad and run the campaign for a couple weeks.

After a couple weeks, you find that you are getting a lot of traffic on “get a date tonight.” You enter “get a date tonight” and find that your ad shows up with the DKI headline, but so do three other ads. Now you know what is getting traffic. So pull that keyword out of the ad group, write a unique and compelling ad for just that keyword, and re-launch the keyword. Your click-through rate will likely skyrocket.

Using DKI is an easy and often effective strategy. Remember to always test other strategies and headlines along with DKI headlines, as its effectiveness can go down if a lot of other ads are also using it.

Pay-Per-Click (PPC) is one of the fastest ways to drive a lot of traffic to a new website. You don’t need to take the time to build a reputation or establish back-links, but simply to have a profitable sales funnel and be able to fine-tune your PPC until you are spending money only on traffic that is profitable. Here are a few smart ways to do that.

Start with a Smaller Network

Try starting with a network such as Microsoft Bing. Though Bing has much less traffic than Google AdWords, the conversion rates tend to be a bit higher. You will have less competition and often lower bids.

In the beginning you won’t be using up all the traffic that AdWords can give you anyway. Instead of using a high-volume network, consider going with a high return-on-investment network instead. You don’t risk ruining your AdWords Quality Score with low click-through rate ads. Instead, use Bing or another smaller network to test out your keywords and ad copy before porting them over to AdWords.

Track Every Sale Back to the Keyword

Track every sale back to the keyword it came from. With proper tracking, you will be able to eliminate unprofitable keywords very quickly. Unless you are tracking your sales back to the keyword, you will probably spend a lot of money on campaigns that aren’t profitable. As a general rule, if you have spent more than double your profit on a keyword without making a sale, then cut the keyword. For example, if you are selling a product that earns you a $20 profit and you don’t make a sale by the time you have spent $40, then cut the keyword.

Start with Exact Match

Exact match keywords cost more than broad match keywords, but will usually have much higher conversion rates. The idea is to aim for people who are in the exact right mindset for what you are selling. Exact match allows you to filter out the browsers and instead get right to the buyers. Start with moderate volume keywords that your ideal buyers would enter. Bid exact match and get that to be profitable first. Then broaden your reach with phrase match. If you’re still profitable, then experiment with broad match as well.

Being Smart with PPC

Avoid volume until you have proven your campaigns to be profitable. Once you are profitable, scale up as quickly as you can while tracking diligently to make sure you are still profitable. As long as you are, then aim to get as much traffic as you can.

There is a lot of competition and many pitfalls in PPC. However, the rewards more than make up for the effort it will take to figure it out. Start small and start profitable, then make your way up from there.

Google’s Quality Score (QS) system is one of the most crucial factors to understand if you want to profit from AdWords Pay-Per-Click (PPC). It can also be one of the most confusing systems, in part because Google doesn’t give many straight answers as to what they are looking for. However, marketers have begun to piece together a much more complete picture on what quality score is and how to achieve good scores. You will now learn why QS scores are so important, as well as how to improve your scores.

Why Quality Scores are Crucial to a Good PPC Campaign

There are many reasons why a good quality score is crucial to a profitable PPC campaign. These are the most important reasons:

* Raw Traffic – Google doesn’t just show all their ads at once. Instead, Google rotates through all the ads they have in their system. That is why sometimes when you enter your own keyword, you won’t see your ad. The higher your quality score, the more often Google is going to rotate your ads. Extremely high QS advertisers may even have their ad rotated in on every single search. Conversely, if you have a very low quality score, you might not even get any traffic at all. Google will just stop sending you traffic.

* Cost Per Click (CPC) – The difference between a high QS’s CPC and a low QS’s CPC can be astronomical. Someone with a 5 or less QS might have to pay $1.50 for a click, while someone with an 8 to 10 QS might pay $0.10 for that very same click. It’s much more likely that you will build a profitable campaign when you have a high quality score than when you have a low-scoring one.

* Rankings – In addition to actual costs, higher QS advertisers also rank higher. If you have a QS of 7 and you are paying $0.25 per click, the advertiser with a QS of 10 can be paying only $0.10 and still be showing up ahead of you. In short, with a higher quality score you get more traffic and cheaper traffic.

Now that we’ve covered why QS is so crucial, what can you do to improve your quality scores?

Click-Through Rate (CTR) and Landing Page Quality

The two biggest factors that Google looks at are your CTRs and your landing page. Your CTRs are crucial because they are what determine how much money Google makes. The higher your CTR, the more money Google makes per view they give you, because more clicks means more money paid to Google. Therefore Google will naturally rank higher ads that make them more money. Also, a high CTR ad tells Google that what you are advertising is probably what the visitor is looking for. Your landing page is another crucial factor for determining your quality score. Google looks for websites with high content. One-page affiliate sites and squeeze pages with no links to content tend to get lower quality scores.

The Relevancy Triangle

In addition to CTRs and landing pages, Google also looks at how relevant your keywords are to three things: your keyword bids, your ads and your landing pages.

If your keyword bids, the ads and the landing page match closely to what the user enters, you are more likely to get a high quality score.

It’s important to realize the quality and relevance are both important. You could have a very high quality website with a lot of information about candles, but if you are bidding on fishing keywords, you are still going to get a low score. In order to get a high quality score, you need to have high relevance as well as high quality and CTR.

These are the three most important factors Google looks at when determining your quality score, which is one of the most important factors to success in Google AdWords. Learn the system thoroughly and it will definitely pay off.

Word-of-mouth marketing can get people to talk about you and make it work for you and your small business. Word of mouth is one of the main ways that people learned about new business before the Internet or major advertising networks. With an online business, getting the word out using this strategy can be done without a lot of major marketing dollars on your part. Most of it will be done offline, which is probably your untapped market right now.

Strategies for Word-of-Mouth Marketing

* Customer service – This is one of the crucial areas of your business. You could be the biggest company, but if you treat your customers as though they are not important to you, they will take their business to Company B and let everyone know why. How much you value your customers will keep them talking long after they have purchased the product. Online, you can provide help pages and auto-responder emails for customers needing help with purchases or other questions.

* Become visible in the community – This includes advertising in your local community newsletter or church directory. People can become aware that you exist and find out what your services are.

* Give out samples – Sometimes you have to give some to get some. Donate sample products to prize baskets for fundraisers. Donate your own prize basket to raffles and other community events.

* Create promotional items for family and friends to share – Invest in shirts that contain your logo. Give away key chains, bottle holders, cups and refrigerator magnets. Family members can distribute them to their friends. Be sure to poll them to see what kinds of promotional items would be the most popular.

* Sponsor a sports team – This could be the local little league team. Buy them shirts for their team and get your business name on the back; they will be representing you in every game that they play.

* Hold home shows – Create a presentation and ask friends to book a show. In exchange for the use of their home, they can receive free products or services. You can do this free of charge for the opportunity to expand your client base. Ask everyone that attends the show to sign up for free coupons or your mailing list if they don’t decide to buy anything. Also give away free trial samples so they can share them with friends.

There are a number of ways to expand the reach of your business. Word-of-mouth marketing can be done by valuing your customers and also increasing your visibility in the local community.

The whole process of getting your website to the top of Google can be broken down into a number of steps that when followed, can place your site right up there at the top. The key is to consistently execute these steps until you get results. Here is how to create this process for you and your website.

Step 1: Identify a Reasonable Goal

When you are setting search engine optimization (SEO) goals, set both ambitious goals and goals that are achievable in weeks. These goals will take the form of keywords. You probably can’t expect to rank in the top three for your main keyword within six months. Although it is possible, don’t build your business based on that expectation. On the other hand, it is very reasonable to aim for ranking in a few weeks for long tail keywords. Start your quest for rankings with a main keyword to target in the long run and several less competitive keywords to rank for in the short run.

Step 2: Set a Content Goal

The content goal needs to come in the form of X pieces of content per Y amount of time. For example:

Goal: 3 Blog posts a week

Goal: 100 new products a month (ecommerce site)

Goal: 1 Video blog post a week

and so on and so forth. Remember that you are going to need to be able to follow this schedule for a few months. Be ambitious, but not so ambitious that you risk falling giving up. While it is possible to rank a website of just static content, Google does place a very strong emphasis and preference on websites that are regularly updated with new content.

Step 3: Set a Backlink Goal

Backlinks are the magic that makes an SEO campaign work. Choose one or two backlink strategies that you can execute regularly. Then create a schedule for when you will do the work. For example, if your strategy is to comment on ten blogs a week, then choose which days you will do your commenting. If your strategy is to do four guest blog posts a month, then you may have to contact five to ten blogs a week to make that happen. Again, schedule when you will do that on a weekly basis. The secret to rankings isn’t getting a bunch of backlinks all at once, but consistently increasing your backlinks over time.

If you follow these three steps and consistently add both content and backlinks to that content, you will find that you will very quickly start ranking for your lesser competition keywords. In a few months, you will find even higher competition keywords getting ranked, and eventually, you will even rank for your main keywords.