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AdWords: Improve Ad Relevancy with “Keyword Insertion”

Keyword insertion “is an ad text feature that can improve ad relevancy, and it inserts a user’s search query into a part of your ad text that you choose, including your display URL. When a user sees your ad with their exact search term in it they’ll be more likely to click your ad,” Google explained. Use keyword insertion with care and don’t use it in place of proper ad group structure. It’s always important to create tightly themed ad groups, even when using this feature. If your ad group has keywords that don’t follow same theme, you can end up with poorly targeted ads.

“To use keyword insertion in your ads, place the following code into a section of your ad text: {KeyWord:Default Text} where “Default Text” is the backup text you’ll use in your ad. When your ad shows on Google.com, AdWords will automatically replace that text with keyword that triggered the ad – unless the search term exceeds the character limit,” explained Google.

More Info: AdWords Help Center


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