Until now if you’ve heard about the Google AdWords dynamic keyword insertion it’s likely that it’s through a blog or forum, but last week the Google Help Centre added information to answer seven common questions about keyword insertion.

Personally I’ve found keyword insertion can be a great method of improving an adverts clickthrough rate by dynamically inserting the exact query string into the ads title, description or URL. The keywords searched for are also highlighted in bold which helps to draw further attention to your ad, potentially boosting it’s CTR.

The new information from Google is great as this clears up any misconceptions which people may of previously had about keyword insertion, making sure that advertisers have all the details they need to use this method effectively. One concern I had was how keyword insertion affects your ads quality score, for example if an ads quality score is calculated using the default text rather than the dynamically created version, but Google explains that “each keyword’s Quality Score is determined after the keyword is triggered and inserted into the ad seen by the user”.

There’s plenty more information in the Help Centre which is well worth a read even for people who have been using this tactic for a while.

Posted in google adwords, ppc |