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 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 example.com Artisan candy from San Francisco Free shipping orders $50 more |
| sugar free chocolate | Buy Sugar Free Chocolate example.com Artisan candy from San Francisco Free shipping orders $50 more |
| gourmet chocolate truffles | Buy Chocolate 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.
