Google Adwords Keyword Insertion

Using dynamic keyword insertion into any field of your Google AdWords ad variations is an important driver of click through rate (CTR) and therefore an important determinent of the average cost per click (CPC) you will pay to maintain your ad position.

The Keyword Insertion Tag Format

The keyword insertion tag format is as follows: {keyword:default text}. Use only one colon, with no spacing, in the keyword insertion tag. The AdWords system will not recognize the tag otherwise. Correct: {keyword:videoconferencing}Incorrect: {keyword : videoconferencing}, {keyword::phones}, {keyword,phones}
The text after the colon (:), shown as default text, appears if AdWords is unable to insert an appropriate trigger keyword for the user's search from your ad group keyword list.

Keyword Capitalization

There are various ways to insert keywords using capitalisation

• keyword - simply inserts the keyword with no capitalisation
• Keyword - sentence (first letter of first word)
• KeyWord Initial (first letter of each word)
• KEYWord Entire first word and First letter of each remaining word
• KeyWORD First letter of first word and All letters of each remaining word
• KEYWORD All letters of all words

AdWords ads cannot include excessive ad text capitalization (for example, SEARCH ENGINE OPTIMISATION). Capitalization may only be used where the natural spelling of a word requires full capitalization, such as in acronyms, technical terms, and trademarked terms such as SEO.