How do you use dynamic keyword insertion for different ad formats in Google Ads?

Dynamic keyword insertion (DKI) is a feature in Google Ads that allows you to automatically insert keywords from a user's search query into your ad text. This approach can help improve ad relevance, increase click-through rates (CTR), and enhance the performance of your campaigns. Here's how to use dynamic keyword insertion for different ad formats in Google Ads:

1. Create a dynamic keyword insertion ad: To create a DKI ad, include the keyword insertion code {KeyWord:} in the headline or description of your ad. This code will be replaced with the user's search query when the ad is displayed. For example, an ad with the headline "Buy {KeyWord:} Online" could display as "Buy Running Shoes Online" for a user searching for "running shoes."

2. Set up DKI for expanded text ads: For expanded text ads, you can use up to two dynamic keyword insertion codes in the headlines and up to three in the descriptions. Ensure that the total character count, including the inserted keyword, does not exceed the character limits for each field.

3. Use DKI for responsive search ads: Responsive search ads allow you to enter multiple headlines and descriptions, which Google Ads will automatically test and optimize. Include dynamic keyword insertion codes in your headlines and descriptions to improve ad relevance and CTR.

4. Set default text: To ensure your ad remains grammatically correct and readable, set a default text for the dynamic keyword insertion code. If the user's search query is too long or doesn't fit the character limit, the default text will be displayed instead. To set a default text, enclose the dynamic keyword insertion code in square brackets, like {KeyWord:[running shoes]}.

5. Use DKI for display ads: Dynamic keyword insertion is also available for display ads. In the ad's text, include the dynamic keyword insertion code {InsertKeyWord:default text}. The default text will be displayed if the user's search query doesn't match any of your keywords.

6. Monitor performance: Keep an eye on your campaign performance after implementing dynamic keyword insertion. Make any necessary adjustments to your bidding, ad copy, or landing pages to ensure optimal performance.

7. Test and optimize: Regularly test and optimize your dynamic keyword insertion ads by reviewing search term reports and adjusting default text, match types, and bids as needed.

8. Stay up-to-date with industry trends: Regularly review industry trends and changes in user behavior to ensure your dynamic keyword insertion strategy remains relevant and effective.

9. Use DKI with caution: While dynamic keyword insertion can improve ad relevance and CTR, it's essential to use it with caution. Ensure that your ad copy remains coherent and grammatically correct, even when the inserted keyword is long or uncommon.

10. Follow Google Ads policies: Ensure that your dynamic keyword insertion ads comply with Google Ads policies. Avoid using DKI in a way that could mislead or deceive users, and always provide accurate and relevant information in your ad copy.