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What is Dynamic Keyword Insertion?


Dynamic keyword insertion is a function in Google Ads that allows advertisers to design ads that automatically replace a piece of the ad’s text with the keyword entered by a searcher.

As a result, when a searcher enters a specific query, he or she will see their choice of words in the advertisement, enticing them to choose the ad that uses their language.

Online advertisers use this technique to improve their click through rates and simplify their campaign management. The Ad Builder tool makes it easy to implement dynamic keyword insertion on SEMrush.

How Does it Work?

When writing your ads, you can apply dynamic keyword insertion by entering {KeyWord: ___ } in the space where you would want the searcher’s query to fit within your ad’s headline or description.


writing-keyword-insertionThe keyword entered after the colon in the brackets is what Google Ads will write into the ad if the searcher’s query is too long to fit within the allotted space in the results.

For example, let’s say your ad headline is set to: Buy {KeyWord: Candy}

Google Ads will replace the word after “Buy” with a keyword from your ad group if it matches the searcher’s query. This rule works as long as the searcher’s query is short enough to fit within the headline space on Google Ads. If the query is too long, Google Ads will display the word you set in the brackets after “Keyword: “ in the ad.

So if someone searches for “crispy candy bars,” Google Ads would display the ad as:


crispyIf someone searches for “cheap candy bars” Google Ads would display:


cheap-candyIf someone searches for “chocolate gourmet sugar free vegan candy,”  Google Ads would display:

candySince the query would be too long to fit within an ad’s headline, Google Ads will add “Candy” because it was indicated in the brackets when writing the ad.

Keeping Your Ad Groups in Theme

Because of the way it functions, it is best practice when implementing DKI to have your ad groups in tight themes that would easily be interchangeable within ads.

For example, let’s say your ad group has the following keywords:

-chocolate candy bars
-crispy candy bars
-fun size candy bars

And your headline used the copy:

Buy Large {KeyWord: Candy Bars}

The resulting ads for “chocolate candy bars” and “crispy candy bars” would be fine, but the ad for “fun size candy bars” would show the following and present a conflicting message:


fun-sizeSo, dynamic keyword insertion works best when all keywords in the ad group can be switched out within the headline or description and the message still remains clear.

Customizing Your Dynamic Keyword Insertion

You can use the following forms of capitalization on your DKI to get different effects on the text as it appears in the ad.

  • keyword - No capitalization
    • “crispy candy bars”
  • Keyword - The first word is capitalized
    • “Crispy candy bars”
  • KeyWord - Every word is capitalized
    • “Crispy Candy Bars”
  • KEYword - Every letter in the first word is capitalized
    • “CRISPY candy bars”
  • KEYWord - EVERY Letter in the first word is capitalized, and each following word is capitalized
    • “CRISPY Candy Bars”
  • KEYWORD – every letter is capitalized

The Importance of Keyword Insertion

Dynamic keyword insertion is important to a business’s ad campaign because it can be a valuable asset that can greatly increase the click through rate. On the other hand, it can also get you in trouble if not used properly. So, be sure to double check that your ad groups are all aligned with tightly themed keywords allowing your advertised messages to make sense. What are the top benefits of using DKI?

1. More Specific Targeting

The beauty of dynamic keyword insertion lies in the fact that it enables you to create ads containing text that automatically relates to a search query. As a result, people are much more likely to click on the headline that is closer to what they were searching for.

2. Bolded Text

Google search bolds dynamic keyword insertions. This makes your ad stand out from the rest, and will consequently help pick up the click-through rate.

3. Increased Quality Scores

Google rewards Google Ads advertisers based on the quality and relevance of their ads to a searcher’s query. This is measured by an estimate called Quality Score. By implementing dynamic keyword insertion, you can increase the relevancy of your ads, and in turn, improve your quality scores. According to Google, higher quality ads can lead to lower prices and better ad positions.

Dynamic Keyword Insertion on SEMrush

So, how can you use dynamic keyword insertion on SEMrush? In the Ad Builder tool, you are able to write PPC ads for a campaign and even look at your competition’s ads for inspiration and to use as templates for your own ads.

As you write ads in the Ad Builder, you can employ dynamic keyword insertion to your headline 1, headline 2, or description.

Refer to the Knowledge Base page for Ad Builder for more information, or start a project and set up the tool to see for yourself.