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About keyword insertion

Keyword insertion lets you automatically update your ads with the keywords in your ad group that caused your ads to show. This can help make your ads more relevant to users searching for what you offer.

This article explains how keyword insertion works in AdWords.

How it works

Let's say you're advertising a chocolate shop. You could use a keyword insertion code in your ad headline: 

Headline: Buy {KeyWord:Chocolate}

AdWords will try to replace this code with one of your keywords in your ad group ("dark chocolate," "sugar free chocolate," "gourmet chocolate truffles"), but when it can't, it'll use the word "Chocolate." 

Note that the person's search term isn't always the same as the keyword.

 

Person searches for: Your ad could look like:
dark chocolate bar Buy Dark Chocolate
www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more
sugar free chocolate Buy Sugar Free Chocolate
www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more
gourmet chocolate truffles Buy Chocolate
www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more

In the last example, "Chocolate" goes in the headline because the keyword "gourmet chocolate truffles" is too long to fit. 

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