Dynamic Keyword Insertion

Dynamic keyword insertion is an advanced AdWords feature that dynamically inserts the keyword (or phrase), that a user searched for in Google, into the ad as the ad is displayed. This can help make your ads more relevant to potential customers, and also makes it easier for you to create unique ads for a large number of keywords.

If you want to use dynamic keyword insertion, there is a line of code you must include in your ad text. To use dynamic keyword insertion, simply enter your default ad text using this format: {KeyWord: Contemporary Office Chair}. Then, every time your ad appears, Google will automatically replace this code with the keyword that triggered the ad to appear. You can use keyword insertion in any text ad, including a mobile ad, an ad with a location extension, or just a standard text ad. This feature is best utilized in “Search only” campaigns.

Here is an example of dynamic keyword insertion in the Headline of the ad for our client, CoolChairz.com:

keyword insertion

After this ad is saved, when a searcher types in “Contemporary Office Chair,” with other words, it will trigger your ad to appear with the words that person typed into Google. For example, if someone types in “red contemporary office chairs,” your ad would display, and the headline would read “Red Contemporary Office Chairs” in the headline provided that the search query was less than 29 characters and spaces. This is a great way to personalize your results to individual searchers.

When using dynamic keyword insertion keep in mind that the “default” keyword will be used if the search phrase a person types into Google is too long. This is also something to keep in mind as you want the default keyword to also be relevant to the ad and the keyword you are targeting. For the Headline, there is a 25 character limit (29 using dynamic keyword insertion), and for each description line, there is a 35 character limit. Depending on where you use dynamic keyword insertion remember to keep these character limits in mind.
Dynamic Keyword Insertion
Now that you understand how to use dynamic keyword insertion, learn about Google’s Enhanced Campaigns features.