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Inserting Keywords Dynamically Into
Your Google PPC Ad Campaigns

One of the tips to improve your click-through-rate on your pay-per-click ad campaigns is to customize each ad with your keywords. When search terms are also found in your ads, Google displays your terms in bold. It is more likely that a person looking for your product or service is going to find your ad more relevant if your keywords are present and bold in your ad.

With Google AdWords, there are two ways to accomplish this task:
1) The Hard Way: You can create individual ads for every keyphrase on your list. YIKES!
2) The Easy Way: You can use Dynamic Keyword Insertion - a tool Google provides to make managing your keywords and customizing your ads easier.

Let's say you have a list of 20 terms or phrases on your list, including a defaultKeyword.

The syntax for dynamic keyword insertion is (including the brackets and colon):
{Keyword: defaultKeyword}

Or for keyphrases:
{Keyword: defaultKeyword1 defaultKeyword2}

If a keyword in your list of terms is larger than your default keyword, than your default keyword will display. Keep in mind that your default keyword must not exceed the number of characters allowed on the line for the ad.

Control how your keywords are capitalized using the following variations:

{KeyWord: Internet Marketing} will display as Internet Marketing
{Keyword: internet marketing} will display as internet marketing
{Keyword: Internet marketing} will display as Internet Marketing

If you are using all caps in your ads, be sure to use the first suggestion, making sure you capitalize the 'W' in the word KeyWord so that all your words are capitalized.

WARNING: If you are using dynamic keyword insertion, don't put misspelled keywords or superlatives (best,greatest,#1) in your list of terms. Be sure to follow the other editorial guidelines set by the search engine (no pop-up ads, no exclamation marks, don't disable your destination page back button, etc...).

Here's an example of dynamic keyword insertion:

You can also use dynamic keyword insertion into the body of your ad, not just the ad's title as shown above.

Now you know how Google displays ads that have your search terms in them - the easy way!