How to use Dynamic Keyword Insertion to Increase CTR

How to use Dynamic Keyword Insertion to Increase CTR

I’ve been using Adwords since the beginning of this year and it’s safe to say I’m addicted. While I was reading the PPC Dos and Don’ts post on Affiliate Doctors I noticed that Shane had recommended using Adwords Dynamic Insertion tool. This was something that I hadn’t came across so far this year in my time with Adwords so I decided to look into it further as it sounded pretty dang handy! Having played about with it I’ve become aware of its huge potential to increase your CTR.

So, what does it do? Basically it allows you to have the keyword that has triggered the ad in your ad’s title, ad text or display URL. When you create an ad for adwords you should always be aiming to get as much of the ad bolded as possible to help increase your CTR. The more chance of your ad standing out from the rest the better. If I do a Google search for Contents Insurance, the following three ads show up in the top positions.

topads1As you can see, any mentions of “Contents” or “Insurance” have been bolded. So why is this relevant? Well, imagine you are running a campaign that has many keywords assigned to it, you would have to create a lot of ad groups to have an ad tailored to each keyword (to ensure your title gets bolded as it contains the search term), which would take a lot of time and would be pretty tedious!

So, this is where the dynamic keyword insertion comes in useful. When you are creating your ad, insert {Keyword:Default} into the ad title, ad text or display URL. Replace the word Default with the text that you would like to appear if the users search term is too long. So if I was creating an ad for my blog I would insert {Keyword:Mark Boyd’s Blog}. It is important to use a capital at the start of Keyword as this will capitalise each word for your ad text (if you want it to do that!).

So here’s an example. I have set up an ad for the purpose of this post using {Keyword:Mark Boyd’s Blog} in the ad title and at the end of the URL. I then set up a few exact match keywords… [mark boyd is ace], [i love mark boyd] and [wheres mark boyd]. Googling any of these terms now shows the keyword that triggered the ad as the ad title and at the end of the url…


In a nutshell, its a cracking tool, have a think about how it can help you increase your CTR!


Nice post, it’s a trick I pretty much used for all my ads.

I always thought the capitalisation rule was as follows:

KeyWord would produce Mark Boyd
Keyword would produce Mark boyd
keyword would produce mark boyd

ah! thanks phil :)

I aim for just the word or words I’m trying to target. “Advertising Your Blog” might have Advertise and Blog bolded. That way you draw eyes to the words you’re selling (you’re not selling “Your”). Once people actually read it you dramatically increase the chance they’ll click it.

Beyond that, if even half your AdWords competition isn’t using the trick you should pull well ahead.

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