Keyword insertion lets you automatically update your ads with the keywords in your ad group that caused your ads to show. Keyword insertion 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 tries to replace this code with one of your ad group keywords. Examples include 'dark chocolate', 'sugar-free chocolate', 'gourmet chocolate truffles'. If Google ads can't, it uses 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, 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 sweets from London Free delivery orders £50 more |
| gourmet chocolate truffles | Buy Chocolate www.example.com Artisan sweets from London Free delivery orders £50 more |
In the last example, 'Chocolate' goes in the headline because the keyword 'gourmet chocolate truffles' is too long to fit in the ad.
