Introduction
Keyword insertion is an advanced feature that can help make your ad more relevant to a diverse audience. To use keyword insertion, you place a short piece of code into your ad text. Each time the ad shows, AdWords will automatically replace the code with the keyword that triggered the ad.
Keyword insertion may be used with any text-based ad. This feature should be used with care, so we strongly recommend that you take the time to review the contents of this tutorial before trying keyword insertion in your account.
Using the Keyword Insertion Code
To use keyword insertion, insert the following code at any point in your ad text, including in the display URL or destination URL:
{keyword:default text}
When your ad appears on a search result page, the code will be replaced by the keyword that triggered the ad. If the keyword is too long, and would cause the ad text to exceed its character limit, the ad's default text will be used instead.
See an example
In the ad group 'Puppies,' you create the following ad using two instances of the keyword insertion code:
Buy {Keyword:Puppies}
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.Example.com |
| destination URL: http://www.Example.com/?kw={keyword:nil} |
Your ad group 'Puppies' contains the following three keywords: poodles, yorkies, west highland terriers
Depending on which keyword a user searches on, your ad will show in one of the following ways:
| Search query: | poodles | yorkies | west highland terriers |
| Ad: | Buy Poodles
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.Example.com |
Buy Yorkies
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.Example.com |
Buy Puppies
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.Example.com |
| Destination URL: | http://www.example.com/?kw=poodles | http://www.example.com/?kw=yorkies | http://www.example.com/?kw=west%20highland%20terriers |
Notice that the default text is used in the ad's title when a user searches on 'west highland terriers,' since the keyword is too long to fit. However, 'west highland terriers' is inserted in the destination URL, since there's no character limit there.
Learn more about the keyword insertion code
You can modify the keyword insertion code to change the capitalization of the keyword when it's inserted in your ad text. Click the link below for details:
Capitalization guidelines
The chart below illustrates the keyword insertion capitalization guidelines. Assume the search query 'golden retrievers' triggered your ad.
| Your ad's title | How the ad title appears to users | What part of the keyword is capitalized? |
|---|
| Buy {keyword:Puppies} | Buy golden retrievers | No part |
| Buy {Keyword:Puppies} | Buy Golden retrievers | The first letter of the first word only (sentence capitalization) |
| Buy {KeyWord:Puppies} | Buy Golden Retrievers | The first letter of each word (initial capitalization) |
| Buy {KEYWord:Puppies} | Buy GOLDEN Retrievers | The entire first word and the first letter of each additional word |
| Buy {KeyWORD:Puppies} | Buy Golden RETRIEVERS | The first letter of the first word and the entirety of each additional word |
| Buy {KEYWORD:Puppies} | Buy Golden Retrievers | The first letter of each word (initial capitalization) |
Two notes about capitalization:
- The default text will appear how you write it and isn't affected by how you capitalize 'keyword.' In each example above, the title would always read 'Buy Puppies' if the default text were used.
- AdWords capitalization rules still apply, meaning an ad can't include excessive capitalization such as 'BUY DVD BURNERS.' Full capitalization may only be used when the natural spelling of a word requires it, such as in acronyms, technical terms, and trademarked terms.
A few more notes:
- You can use the keyword insertion code multiple times within an ad and across several ads at once.
- Make sure your default text is short enough to keep your ad within the character limits. For instance, you wouldn't be able to create an ad with the title 'Buy {KeyWord:West Highland Terriers},' since the default text brings the title to over 25 characters.
- A keyword will always be inserted in a destination URL that uses keyword insertion, even it would be rejected from appearing in the ad text.
- If a broad- or phrase-matched keyword triggers your ad, the keyword -- which won't necessarily be identical to the search query -- will appear in the ad.
- Keyword insertion works on both the search and Content Network. On the Content Network, the keyword that best matches the content page will be inserted, or the default text will be used if that matches best.
- To see how your keyword insertion ad will appear to users, visit the Ad Preview Page and search for a keyword in the ad's ad group. If you can't find your ad, learn why by using the Ads Diagnostic Tool.
Using Keyword Insertion Effectively
When using keyword insertion, make sure all the keywords in your ad group:
- are closely related
- fit well in each ad variation containing the keyword insertion code
Otherwise, your ads will appear confusing or irrelevant to users.
Check out the examples below for an illustration of this concept. In general, the more narrowly focused your ad groups, the more successful they'll be.
Good ad group
Suppose you're a dog breeder and sell a variety of dogs. You create an ad group with a range of keywords covering each breed. You also create general ads that are relevant to all the keywords in your ad group. For instance:
| Ad group name: | Puppies |
| Keywords: | golden retrievers, labradors,
poodles, yorkies, puppies |
| Ad text: | Buy {KeyWord:Puppies}
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.Example.com |
Better ad group
Alternatively, you create a separate ad group for each breed. Each ad group contains keywords about that breed only, and the ads are specific to that breed. For example:
| Ad group name: | Poodles | Yorkies |
| Keywords: | poodles, poodle puppies, toy poodles | yorkies, yorkie puppies, teacup yorkies |
| Ad text: | Buy {KeyWord:Poodle Puppies}
Award-Winning Poodle Breeder
Satisfaction Guaranteed!
www.Example.com | Buy {KeyWord:Yorkie Puppies}
Award-Winning Yorkie Breeder
Satisfaction Guaranteed!
www.Example.com |
Keyword Insertion Guidelines
Ads using keyword insertion must adhere to the following guidelines or they'll be disapproved:
- Keyword insertion ads can't promote adult content.
- When a keyword appears in an ad, the ad should reflect correct grammar and punctuation. It should also be accurate, clear, and directly relevant to your site, service, or product.
- As always, all your ads and keywords must meet our advertising policies.
