When building your ad creatives, aside for using multiple ad copies, it is a good idea to include the search term that the consumer is using in your ad copy. This can be done quite easily with Dynamic Keyword Insertion.
Dynamic Keyword Insertion
With Dynamic Keyword Insertion you can use a placeholder text instead of an actual title or description which Google will then strip out and replace with the consumer’s search term. You can use it in a few different ways as well, here’s how:
{KeyWord:Default}
This keyword placeholder which Google calls Dynamic Keyword Insertion, is broken into two parts. The first option, ‘KeyWord’, defines how you display the search query casing, capital first letter of each word, capital first letter of sentence or lower case.
{KeyWord:Default} – First Letter Upper Case Of Each Word
{Keyword:Default} – Only first letter of sentence upper case
{keyword:Default} – full text will be lower case
The second half, after the colon, is the default text that will be used when the consumers search query does not fit in the space requirements.
The Dynamic Keyword Insertion tool can be used in all fields of an ad copy: Title, Description 1 & 2, Display URL and Destination URL. Samples as follows:
| Query | microsoft zune | 8gb ipod nano green leather skin |
| Ad Copy | Buy {KeyWord:Zune} 8GB Micrsoft Zune. Buy Now. Free Shipping On All Orders. www.ExampleSite.com | Buy {keyword:ipod accessories} 8GB iPod Nano Accessories. Free Shipping On All Orders. www.ExampleSite.com |
| Output | Buy Microsoft Zune 8GB Micrsoft Zune. Buy Now. Free Shipping On All Orders. www.ExampleSite.com | Buy ipod accessories 8GB iPod Nano Accessories. Free Shipping On All Orders. www.ExampleSite.com |
| Notes | Capitalized First Letter Of Each Word | Space Restriction: Default Search Term |
