What Is Dynamic Keyword Insertion: What It Is & How to Use It

Dynamic keyword insertion is an ideal strategy to improve relevancy and lower paid ad costs. When used correctly, it can help deliver highly relevant ads with little extra work. If you aren’t sure what it is or how to make the most of it, you are in the right place.

What Is Dynamic Keyword Insertion?

Dynamic keyword insertion is a paid ad feature that uses machine learning or AI to customize online ads to match users’ search queries.

Using the same terms users type into a search engine assures users you have exactly the product they are looking for.

Don’t Use Broad Match Keywords

Using broad keywords can create awkward ads, and it can also cause your ads to show up for terms that just aren’t relevant.

Instead, reserve dynamic keyword insertion for longer, precise keywords (e.g. women’s red rain boots, black Oakley Holbrook certified organic face wash).

A/B Test Ads for Maximum CTR

Create multiple versions of the same ads targeting the same keywords, then change one element.

Run the ads for a minimum of two weeks and see which version drives the most clicks and conversions.
Here’s how to do this:

Launch your ads and track the results

Track KPIs that matter to your brand such as click-through rates or conversions.

Keep an eye on quality scores as well. A low-quality score can raise your CTR if it is not properly tracked and optimized.

Pros and Cons of Dynamic Keyword Insertion

Increased ad relevance

Dynamic ads stand out
Improve your quality score
Retargeting users with the exact item they already looked at can be highly effective for recovering lost shopping carts and building brand trust
Less to manage
Ads are generated automatically based on a list of keywords

What are Dynamic Ads?

Dynamic ads are ads that change based on the users’ search queries

They might think they are different ads, but they might be the same dynamic ad that automatically replaces the text and image to match your search.
For example, a user searching for Nike shoes will see an ad for a Nike shoe, while a user who is searching for Adidas will see a ad for Adidas

Dynamic Keyword Insertion Best Practices & Tips for Marketers

By matching users’ search queries, your business can lower your cost per click, improve your quality score, and deliver highly targeted ads

Here are four best practices to help you create effective dynamic ads.

Choose assets

Create different ads for plural and singular search terms, so your ads are grammatically correct

When Should You Not Use Dynamic Keyword Insertion?

Do not use dynamic keyword insertion for broad match keywords or unrelated search terms.

Conclusion

Dynamic keyword insertion might be the silver bullet you’ve been looking for. By matching ads to searchers’ queries, you can create highly relevant ads that cost less and are more likely to drive clicks.