Google Ads is one of the most effective ways to promote your products or services online.
As a business owner or marketer, Google Ads campaigns can serve you very well in that - helping you gain new customers.
However, if you struggle to find effective methods to produce more successful Google Ads campaigns, "Keyword Insertion" may be the solution for you.
As a feature that can help increase the relevance of your ads, leveraging keyword insertion lets you create a more personalized and relevant experience for your users.In this article, we'll cover the details of keyword insertion and ways to use it thoroughly in your Google Ads campaigns.
What is Keyword Insertion?
Keyword insertion is a Google Ads feature that allows you to dynamically add search terms used by users into your ad text.
It works by utilizing a specific code in your ad copy that instructs Google to insert the keyword that triggered your ad into the ad text.
Then, the code looks like this: {Keyword: default text}.
Here is an important reminder that the "default text" part is optional and can be used to provide a default text to show in case the keyword cannot be inserted into the ad.
What are the Benefits of using Keyword Insertion?
Thanks to the keyword insertion feature, you can create ad texts that are more suitable for the search queries of potential customers. This will help increase ad relevance. Thus, the ad users see will match the search term better, which will increase the likelihood of users clicking.
Improving overall ad performance is a key benefit of keyword insertion, which can have a direct or indirect impact on many important metrics.
Ad relevance: It is not always possible to use all your keywords individually in your ad copy. Since you can dynamically add your keyword to your ad text with keyword insertion, you have the chance to increase your ad relevance and ad power with a single move.
Clickthrough rate (CTR): The increased relevance of ad texts affects the click-through rate of the user. Seeing the ad text for the word they are looking for allows users to feel that they have found the right thing. This will result in ad clicks.
Quality Score (QS): Increasing ad relevance and CTR directly affects the quality score. Because the quality score formula includes both.
Ad Rank & CPC: Ad rank is determined by multiplying the quality score by the CPC. In other words, with an increased quality score, you can appear in higher ad positions with lower bids.
Best Practices for Using Keyword Insertion
Keyword insertion is among the many different advertising strategies you can use in Google Ads. With this feature, you can make your ad text more relevant and get a higher click-through rate. However, there are important points to be noted and we listed these for you.
- Create an ad group: In order to use keyword insertion, you must first create an ad group. This ad group should contain the keywords you are targeting.
- Creating ad copy: You need to use a code in the format {Keyword:default text} in the ad text for using Keyword insertion. This code signals Google to place the keyword associated with the user's search query into the ad text.
- Determining the default text: It is important that you create the default text related to the topic of the keyword, reflecting well enough what the user is looking for in the ad text.
- Identifying keyword matching options: It's crucial to be careful when choosing keyword matching options as it determines which search queries your ad should respond to. When using keyword insertion, you should choose the keyword-matching options you want your ad to show carefully.
- Ad preview: you can see how your ad text will look and which keyword will be used from the preview tool on the right as you write the ad copy.
- Monitoring the results: When using keyword insertion, you should make improvements in your ad texts by regularly monitoring the performance of your ad.
Conclusion
To sum up, keyword insertion is a powerful feature in Google Ads that you can use to make your marketing campaigns more productive & powerful.
Yet, it's important to choose the right keyword match types and the variables in the ad text correctly.
If you execute it all well, you can create more effective ad campaigns and get a higher return on investment.
