Using keyword insertion

Question 1

Keyword insertion allows you to

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dynamically update your ad text with the keyword that’s used to target your ad.

Question 2

Keyword insertion can help make your ads more

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relevant to potential customers, while making it easier for you to create unique ads for a large number of keywords.

Question 3

To use keyword insertion, you just need to add a

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a snippet of code to your ad text. Then, each time your ad shows, we’ll replace the code with the keyword that triggered the ad.

Question 4

Using keyword insertion with your ads

You can use keyword insertion with any

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any text-based ad, including a standard text ad, an ad with a location extension, or a mobile ad.

Question 5

Keyword insertion works for campaigns that target the

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the Search Network only, Search Network with Display Select, or the Display Network only.

Question 6

Here are a few things to keep in mind:

Your ad can be dynamically updated with any of the keywords in that ad group. Keeping that in mind, make sure all of the keywords in your ad group would

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make sense inserted in your ad.

Question 7

For each ad that you’re using keyword insertion with, make sure your destination URL directs customers to a

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to a landing page that’s relevant to any potential variation of your ad. That way customers are directed to a page on your website that relates to the ad they clicked.

Question 8

How to add the keyword insertion code to your ad

You can add the keyword insertion code with any component of your

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of your text ad: headline, description lines, display URL, or destination URL.

Question 9

Here’s the snippet of code that you’ll use: {keyword:default text}

In this code snippet, simply replace

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default text

Question 10

Here are a few things to keep in mind when using keyword insertion:

Make sure your default text is

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is short enough to keep your ad within the Character

Limits If your keyword is too long and would cause the ad text to exceed its character limit, the ad’s default text will be used instead.

Question 11

Here are a few things to keep in mind when using keyword insertion:

The keyword, not the

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the search term that triggered your ad to show, will be inserted into your ad.

For example, if a customer searches for organic dark chocolate and your ad group contains the keyword dark chocolate, your ad could appear with the headline Buy Dark Chocolate. For Search Network campaigns, if a phrase match keyword triggers your ad, the keyword will still be used in the ad.

Question 12

How to use keyword insertion with your ad text

The snippet of code that you’ll insert in your ad text might look like the following: {KeyWord:Chocolate}

In this example, we replaced the default text with Chocolate. This means that when a keyword can’t be inserted in your ad, we’ll insert Chocolate instead.

Here are the keywords and ad text that you might create for your Chocolate candy ad group:

Keywords:

1. dark chocolate
2. sugar free chocolate
3. gourmet chocolate truffles

Ad Text

Headline: Buy {KeyWord:Chocolate}
Display URL: www.example.com
Description line 1: Artisan candy from San Francisco
Description line 2: Free shipping orders $50 more

Answer 12

Keywords

Customer Search - dark chocolate
Buy Dark Chocolate
www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more

Customer Search - sugar free chocolate
Buy Sugar Free Chocolate
www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more

Customer Search - gourmet chocolate truffles
 	Buy Chocolate
www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more

Note that in the last example, the default text is used in the ad’s title since the keyword is too long to fit.

Question 13

How to use keyword insertion with display URL

For Search Network campaigns, see how your keyword insertion ad will appear to potential customers by using the

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Ad Preview and Diagnosis tool, making sure your ad is enabled, and checking your account statistics.

Question 14

If you’re using ads from the shared library, consider using keyword insertion with those ads. That way, your ad text will be

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more tailored to what people are searching for.

Question 15

To ensure that all browsers show ads properly when using keyword insertion, special characters are not fully supported within your Destination URL. For example, if your URL contains the letter “e” with an acute accent (é), the URL will appear with

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with ‘%C3%A9’ instead. To avoid this, we recommend that you don’t include special characters in your Destination URL.

Question 16

Keyword insertion guidelines

When a keyword appears in an ad, the ad should reflect correct grammar and punctuation. It should also be

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accurate, clear, and directly relevant to your site, service, or product. Read about our policy on relevance, clarity, and accuracy

Question 17

When you create a text ad that uses keyword insertion, you must follow our

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our trademark policies.

Question 18

Keyword insertion ads can’t promote

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adult content

Question 19

Keyword Insertion and Capitalization for ABC

Buy {keyword:Chocolate} Candy =

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Buy abc Candy

Question 20

Keyword Insertion and Capitalization for ABC

Buy {Keyword:Chocolate} Candy

Answer 20

Buy Abc Candy

The first letter of the first word only (sentence capitalization)

Question 21

Keyword Insertion and Capitalization for ABC

Buy {KeyWord:Chocolate} Candy

Answer 21

Buy Abc Candy

The first letter of each word (initial capitalization)

Question 22

Keyword Insertion and Capitalization for ABC

Buy {KEYWord:Chocolate} Candy

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Buy ABC Candy

The entire first word and the first letter of each additional word

Question 23

Keyword Insertion and Capitalization for ABC

Buy {KeyWORD:Chocolate} Candy

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Buy Abc Candy

The first letter of the first word and the entirety of each additional word

Question 24

Keyword Insertion and Capitalization for ABC

Buy {KEYWORD:Chocolate} Candy

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Buy Abc Candy

The first letter of each word (initial capitalization). Note that this works the same way as the “Buy {KeyWord:Chocolate} Candy” example above.

Question 25

dWords editorial standards still apply, which means that an ad can’t include excessive

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excessive capitalization such as BUY DARK CHOCOLATE. Full capitalization may only be used when the natural spelling of a word requires it, such as in acronyms, technical terms, and trademarked terms, which is shown in the example above.

Question 26

Example of a better ad group for Sour Candy

Alternatively, you might want to create a separate ad group for each type of candy. Each ad group could contain keywords only about that candy, and the ads could be specific to that type of candy.

Answer 26

Ad group name Sour candy
Keywords sour gummy bears, extreme sour candy, sour sweet candy
Ad text Headline: Buy {KeyWord:Sour Candy}
Display URL: www.example.com
Description line 1: Artisan candy from San Francisco
Description line 2: Free shipping orders $50 more

Question 27

Keep in mind

If your keyword insertion ads are well-written and separated into well-organized ad groups, they’ll be more relevant to potential customers and more likely to get you clicks. This also means that keyword insertion might help improve the

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the Quality Score for your ads and keywords over time through improved clickthrough rates (CTRs) and overall performance.

Question 28

Keywords aren’t showing in approved keyword insertion ad

Your keywords might be approved for your ad group, but it’s possible that they aren’t appropriate for us to insert them in your ad text. In this case, your keywords are

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are conditionally approved, with the restriction that they shouldn’t be inserted into your ad. In other words, your keywords can show your ad to customers, but they won’t appear in your ad text.

Question 29

To help you get a better idea of why your keywords aren’t showing in your ad, here are some common reasons why your keywords might be restricted:

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1. Too many characters: Ads can’t contain more than 25 characters in the headline, or more than 35 characters in each of the two description lines.
2. Ads targeting certain countries: For text ads targeting certain countries, the character limit can vary. Ads in languages with double-width characters
3. Unclear ad text: - Example “Buy Central Europe.”
4. Incorrect grammar:
5. Misspelled words
6. Unacceptable content:
7. Adult content

Question 30

Landing page URL error

The ad’s landing page URL should still function when the default text is inserted instead of a matched keyword.

Let’s say the website is expecting a URL that ends with ?kw=nil only, it can’t recognize ?kw=chocolate. Therefore, potential customers would arrive at an

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an error page, not a working webpage. You should only use keyword insertion in your destination URL if the final URL the customer will be taken to will be a working webpage. For instance, the following destination URL would be acceptable:

Destination URL: http://www.example.com/?kw={keyword:chocolate}