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.
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}
When your ad is served, the relevant advertising platform 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 they can't, they'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 Chocolateexample.comArtisan candy from San Francisco Free shipping orders $50 more |
| sugar free chocolate | Buy Sugar Free Chocolateexample.comArtisan candy from San Francisco Free shipping orders $50 more |
| gourmet chocolate truffles | Buy Chocolateexample.comArtisan 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.