About keyword insertion for your ad text

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 people searching for what you offer.

This article explains how keyword insertion works in Google Ads.

How it works

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

Headline: Buy {KeyWord:Chocolate}

Google Ads 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.

Note: Keyword insertion works the same on all match types. However, it:

  • shows the keyword in the creative and not the search term so the advertiser can anticipate what they’ll eventually show.
  • Should remain compliant with advertising policies.
Person searches for: Your ad could look like:
dark chocolate bar Buy Dark Chocolate
www.example.com
Artisan candy from London
Free shipping orders £50 more
sugar free chocolate Buy Sugar Free Chocolate
www.example.com
Artisan candy from London
Free shipping orders £50 more
gourmet chocolate truffles Buy Chocolate
www.example.com
Artisan candy from London
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.

Keyword insertion and add new keywords recommendation: When applying recommended keywords from the add new keywords recommendation, you are responsible for ensuring that your ads are compliant with advertising policies after keywords are inserted.

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