Dynamic Keyword Insertion – How to use and how it works!
I’m not sure if I was just being mentally slow that day or whether the Google instructions for dynamic keyword insertion are as clear as mud but when I first started out doing PPC I couldn’t get keyword insertion to work for toffee.
Luckily since then I’ve had a couple of good days (I joke, I’ve had three!) and managed to get my head round it.
Now the code you need to type in the title for keyword insertion is {Keyword:}, my original mistake was to believe that after keyword: you would need to put the ad group title or something similar before the closing squiggly bracket (}) so the system knew which keywords this applied to.
Having re-read a version of the Google instructions on keyword insertion today though it doesn’t make it crystal clear the system does all that for you. All you need to do is add the bits you would want adding to your advert title.
For example, if you have a bed store and want to shift some headboards and you want to use keyword insertion on your headboard ad group you would need to add something like {Keyword:Sale Now On} so if someone searched headboards your advert would read ‘Headboards Sale Now On’.
You can also place words in front of the keyword insertion code, for example if you put ‘Cheap {Keyword:Online}’ then your title would read ‘Cheap Headboards Online’.
It’s worth noting that if the keyword that is searched is too long with the extra bits of text you’ve asked to insert into the title then keyword insertion won’t work and your title will revert back to default.
There are also several options for changing the appearance of the text in the title while using dynamic keyword insertion. To keep it simple please see the below table which explains the differing types and how the results would look:
If you begin to use keyword insertion I would advice whenever you create new ad copy run a quick test just to ensure its working properly otherwise you may wonder why all your hard work has reaped no rewards.
