DKI: What is inserted, keyword or searchterm?

I'm really confused...

[Sujan]

I'm advertising for Widget Something. So there is Widget Something as a broadmatch in my keywordlist and I'm using DKI for this AdGroup. The ad shows up for the search Something Widget. That's great. But the DKinsertion in my AdCopy is Widget Something - and that's definitely the keyword from my list and not the searchterm.

Until today I thought it was the searchterm that was inserted into my adcopy - was I wrong or what happened?

My simple question is: What is used to fill the {keyword} - searchterm or keyword?

[your_store]

Keyword

[Ozzy]

Following on from this, is there a way to get the searchterm to be shown instead?

[Frequent]

Add the other arrangement to your keyword list with all three match options.

[Ozzy]

What I mean is I bid on _widget_ as a broad match and my ad shows up when someone searches for _red widgets_, but only the word _widgets_ is displayed in my adwords title when I use {KeyWord:test} as a title.

I had read somewhere that you can use a question mark in your title to have your entire title replaced with the search term, in this case "red widgets" as appose to just the keyword.

However, I cant get this "feature" to work :(
Any help would be greatly received please!

[Frequent]

I've not heard of such a feature with regards to insertion into the ad text.

You may be thinking of adding a referral string to the destination url. This can be done but only with the ad destination url not keyword specific urls. Even in this case you would need the exact keyword combo in your keyword list.

In my experience, if you want the exact search term inserted into your ad you must have the exact search term in your keyword list.

Why wouldn't you want to have the exact phrase set up as a separate keyword? It's better for tracking.

[Ozzy]

I'd want to use the "wildcard" because of bidding on many variations of a theme.

For example... cakes

Bid on cakes a as a broad match, but there are thousands and thousands of different types of cakes. I want the adword to contain the type of cake the searcher is looking for.

Cheers

[Sujan]

Ozzy, I learned that there is only one possibility:

Bid on broadmatch cakes and write some general AdCopy. Bid a quite high CPC so you will appear on every search on a high position. Of course you will get lots of clicks.

2 weeks later you check your webserver logfiles and extract all the adwordsclicks. There you have sth like google.com?q=searchterm. Take the searchterms and add them as exact or phrase match to your keyword list - et voila: DKI works on these terms now.