Google Ad Grants: dynamic keyword insertion
Keyword insertion automatically inserts the matched keyword into your ad copy. This makes your ads look more relevant, helps them stand out and increases clickthrough rate (CTR).
However, if you're going to use keyword insertion, make sure you’re happy for all the keywords in that ad group to be inserted. We name our ad groups clearly to indicate if they are suitable for keyword insertion or not.
We find the best place to use keyword insertion is in the headline. It’s too difficult grammatically to use keyword insertion in the description lines.
There are different formulas for keyword insertion but the one we recommend is:
{KeyWord:Default Headline Here}
This will capitalize the first letter of each keyword.
Keyword insertion is a great way to improve CTR—particularly in the early days of an account—but make sure you implement it carefully. You don’t want to include typos or misspellings in your ad text.
We use it sparingly in appropriate ad groups that are carefully structured.
One thing to note that sometimes confuses people is that it’s the matching keyword that is inserted, not the search term the user has typed into Google.
