Having keyword appear in the description

How do you do this

[Compworld]

Hello -

I am setting up some new campaigns in ad words. How do I have the keyword appear in the description w/o having to type each keyword in the description? I have over 2000 keywords, and do not really want to type in each and every keyword.

[jonrichd]

You can do it by putting the following where you would like the keyword to appear:

{Keyword: Default Text}

Where Default Text is the text you want to appear if the phrase the user typed is too long to fit within the allowed number of characters on the line.

Also,

keyword puts the user's search phrase in lower case,
KeyWord puts the phrase in Proper Case
and Keyword puts the phrase with the First word capitalized.

Just make sure there's enough room on the line to make everything fit.

[Compworld]

Is there a way for Google to pull the keyword from the keyword box and place it there? Or do I have to manually do this for each keyword and text description?

[jonrichd]

No, it will do it automatically for you. Here's an example.

Your keywords are
blue widgets
red widgets
green widgets
purple widgets

You want your ad to read something like:

Great Deals on Red Widgets
We have the largest and best selection
Free shipping this month
www.domain.com

This would then become
Great Deals on Blue Widgets
etc.

The headline of your ad, when you create it in Google would then look like:

Great Deals on {KeyWord: Hot Widgets}

This will cause Google to use the user's search phrase in the headline, unless it's too long (e.g. supercalifragilisticexpialidocius red widgets)

in which case, they'll see the headline:

Great Deals on Hot Widgets

HTH.

[TJRvanden]

Hi Jonrichd,

Today I read your post and found very usefull information that I really never heard about so I just want to double check if I understood correct.

In case my Google Adwords ad is interted as following in the GAW system:

Great Deals on {Keyword: Default Text}
We have the largest and best selection
Free shipping this month
www.domain.com

my keywords are for example:

red widget
blue widget
white widget

=============

Now a surfer search on Google for "red widget" will my add display as following?

Great Deals on red widget
We have the largest and best selection
Free shipping this month
www.domain.com

and when a surfer search for "white widget" will my add display as following?

Great Deals on white widget
We have the largest and best selection
Free shipping this month
www.domain.com

Is this true? and is this method granted by GAW?

Many thanks,

Robert

[Murdoch]

Just one thing I thought I should add here. Do not put a space after the colon between KeyWord and your alternate phrase. Doing so will cause your ad not to be displayed if the actual search term entered is over 25 characters including spaces. Adwords will try to default to the phrase in the brackets but will disallow it because it starts with an empty character. Just FYI...

[Murdoch]

TJRvanden,

It is true, the dynamic insertion tool will allow you to place your keywords automatically in the ad text if someone searches for the phrase. A few notes regarding your request:

If you have this:

Great Deals on {Keyword:Default Text}

and the keyword is red widget

then the resulting title will be:

Great Deals on Red widget

if you want the Red to be lowercase on both words then you have to use:

Great Deals on {keyword:Default Text}

lowercase k on keyword means lowercase all words

Also make sure you have the keyword set up in the proper form you want it to show. If your keyword is "red widget" and someone types in "widget red", the dynamic insertion defaults to the way it is in your keyword list, so it would still insert "red widget".

Hope this helps!

[TJRvanden]

Hi Murdoch,

Many many thanks for your info. I will try it right away! I cannot believe so little people use this technique.

Have you tried it yourself? Did it indeed result to a better CTR for you?

Kindest Regards,

[Murdoch]

We actually use dynamic insertion on some of our ads, but many other people who bid for our keywords do as well, so it's kind of a wash. There's nothing that makes an ad stand out less than having the same title as 75% of the ads shown. So it depends on your industry. If you type in your keyword and you notice that it comes up as the title or part of the ad copy for a generous amount of the ads shown, you don't want to jump on the bandwagon. It will actually hurt your CTR instead of help. Of course if you are real clever with it you can find ways to make it work for you regardless. If you're bidding on terms where there isn't that much competition, chances are it will do you some good.

The best way to find out is by A/B split testing. Make two ads, both with the same ad copy but use dynamic insertion in only one of them. See which one gets the better CTR, and you'll know if you have a winner. Good luck!

[toddb]

Also there was a post a while back on how this could be penalised in the new quality score. This was from a person who talked to an engineer. I do not know if there was follow up on it.

[Kiska]

Can the dynamic insertion tool be used for the actual description instead of just the title of the ad?

[werty]

Here is an old post with numerous examples of how to use the dynamic insertion:
[webmasterworld.com...]

And Kiska, you can use it in the title or in the description. Not sure about the display url or the actual url however.

[arran]

Not sure about the display url or the actual url however.

You can use it in the actual url (I do) but i hear it's not officially supported by google.

arran.