What are the best practices for using dynamic keyword insertion (DKI) on Bing Ads versus Yandex.Direct?

Dynamic Keyword Insertion (DKI) is a feature offered by both Bing Ads and Yandex.Direct that allows advertisers to insert the user's search query dynamically into the ad copy. While the overall concept is similar, there are some differences in how Bing Ads and Yandex.Direct implement DKI, and therefore, the best practices for using DKI on each platform may differ. Here are some best practices for using DKI on Bing Ads and Yandex.Direct:

Bing Ads:

* Use DKI to create more relevant ad copy that matches the user's search query.
* Use DKI in the headline and description fields, but avoid using it in the display URL.
* Use default text for the DKI code to ensure that the ad still makes sense if the keyword is too long or inappropriate.
* Use DKI with caution for broad match keywords, as this may result in irrelevant or inappropriate ad copy.
* Test and optimize DKI ads to ensure that they are performing well and driving conversions.

Yandex.Direct:

* Use DKI to create more relevant ad copy that matches the user's search query.
* Use DKI in the headline and text fields, but avoid using it in the domain or path fields.
* Use default text for the DKI code to ensure that the ad still makes sense if the keyword is too long or inappropriate.
* Use DKI with caution for broad match keywords, as this may result in irrelevant or inappropriate ad copy.
* Use Yandex's ad rotation settings to ensure that DKI ads are shown evenly with other ads in the ad group.

In summary, the best practices for using DKI on Bing Ads and Yandex.Direct are similar, with some minor differences. Both platforms recommend using DKI to create more relevant ad copy, using default text for the DKI code, and using DKI with caution for broad match keywords. However, there are some differences in where DKI can be used on each platform, and Yandex.Direct has additional ad rotation settings that can impact the performance of DKI ads. Advertisers should test and optimize their DKI ads to ensure that they are driving conversions and providing value to their business.