Here’s how it works (and why you don’t want to use it in competitor campaigns):
Let’s say you’re running ads for your chocolate shop 🍫
You can use keyword insertion to dynamically update your ad copy based on what triggered your ad.
Example:
In your ad headline, you write:
Buy {KeyWord:Chocolate}
Now Google Ads will try to swap in the keyword from your ad group that matched the user’s search.
So if someone searches:
→ “dark chocolate bar”
and that matches your keyword dark chocolate,
Your ad will say:
Buy Dark Chocolate
Clean. Relevant. Intent-aligned.
But if your matching keyword is gourmet chocolate truffles, and it’s too long to fit in the headline, Google falls back to your default word:
→ Chocolate (that’s your safety net)
Important to know:
– It pulls the keyword, not the search term.
– It works with all match types.
– It keeps your ads relevant.
BUT… it must follow policy.
And please:
Watch out with using it for competitor ads!
