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What is Dynamic Keyword Insertion and how to leverage it for greater ROI

By Yuka Sakai on Jun 24, 2021

Do you know that 77% of people choose, recommend, or pay more for a brand that provides them with personalized experiences?

With so many companies struggling for your audience’s attention, you must create tailored advertising experiences that encourage target users to click on your ads and not on your competitor’s ads. If you are running paid ads, is there any way to personalize pay-per-click (PPC) ads?

Absolutely yes – Dynamic keyword insertion (DKI).

When you’re managing high budget Google search Ads campaigns with different products on the website, creating ad copy for each product is challenging. Google Ads has so many features that can be used for making search ads. Today, we will discuss keyword insertion, which is one of the features of Google search ads, and how you can leverage it for greater ROI. So, let’s understand in detail.

What is Dynamic Keyword Insertion?

Have you ever performed a super-specific search for an obscure item on Google and been shocked to see an ad that is offering exactly what you’re looking for? If yes, there is a good chance that the advertiser has used a strategy known as Dynamic Keyword Insertion.

Dynamic Keyword insertion is an advanced form of pay-per-click (PPC) advertisement. It is available through Google Ads, allowing you to update your ad text to match the search terms that customers input. It also enables you to increase the relevancy of your ad copy, so searchers are more likely to click on your ads.

Why should I use DKI for Google Ads?

Now that you know what dynamic keyword insertion is, you may be wondering why you should use it. Here are three reasons based on which you will want to give dynamic keyword insertion a try:

You provide a more customized experience

One of the most benefits of dynamic keyword insertion is that it enables advertisers to provide a more customized experience for their audience. Personalization is essential to catch the audience’s attention and get them to click on your ad. Dynamic keyword insertion for Google Ads enables you to deliver that personalized experience.

Once you match the keywords in your ad to the keyword they search, most likely, your ad will match what they need.

It saves you a lot of time

Another significant benefit of dynamic keyword insertion for Google Ads is that it saves you a lot of your valuable time. Why create multiple versions of your ad to target different keywords if you can target multiple keywords in your ad. And your ad copy will change as people search for those keywords.

By doing so, you’ll have more free time to spend on more pressing marketing projects.

You can earn more clicks

By using dynamic keywords in your Google Ads, you will earn more clicks on your ads. When your ad contains the same keywords your audience searched, they’ll consider your ad extremely relevant and be more likely to click on it.


By getting more clicks, you will see increased leads and sales for your business.

Best practices to use Dynamic Keyword Insertion to get higher ROI

Now that you know the importance of dynamic keyword insertion, you want to know how to leverage it for greater ROI.

Here are some tips for successful dynamic keyword insertion:

Use dynamic keyword insertion more than the headline

When you learn about DKI, most people would mention inserting keywords into the headline, but there are some other places to put your keywords. You can use dynamic keywords in your URL and ad description as well.

Using DKI in different places is a great way to make your ad copy more relevant to your audience. They will see the relevant keyword throughout, encouraging more people to click on your ad.

Use a consistent format 

When you use Google Ads DKI, you have to make sure to use a consistent format during keyword insertion. The consistent format ensures that your ads look cohesive when they appear in search results.

Here are three case types you can use:

  • Title case – It ensures that every keyword inserted starts with a capital letter.
  • Lower case – Lower case ensures there are no capital letters for your keywords.
  • Sentence case – This case ensures that the first part of a keyword starts with a capital letter, while other keyword components are lower case.

Which type of case will you use? It depends on where you have your dynamic keyword insertion. For example, if you use dynamic keywords in the description, you may use the sentence case. Similarly, if you use dynamic keywords in your title, you would want to use the title case.

You can also avail of Google ads management services to help you with creating a consistent format.

Make sure keywords can be interchanged 

When you use dynamic keyword insertion, remember that you can interchange keywords with one another. One of the biggest mistakes companies make during dynamic keyword insertion is they choose the wrong keywords.

Not every keyword you choose or ad you run can use dynamic keywords. Generally, if your group of keywords is too diverse or different, you don’t need to use dynamic keywords. The reason not to use dynamic keywords in this situation is that your landing page or ad copy may not match correctly.

In such a case, you can also take help from Google advertising agencies; their experts will help you solve the issue.

Be mindful of character limits

With dynamic keyword insertion, you have to be mindful of your character limits. Your keywords will be at different lengths, so you need to keep in mind that they should not be too long because then they won’t be able to be inserted. As a result, your ad will default to your identified default keyword.

There are certain character limits you need to know.

  • Headline: 30 Characters
  • Description: 80 characters
  • URL: 15 Characters

If you still have doubts, try to avail our Google ads management services. We will be more than happy to help you with DKI.

If you want to provide a more personalized ad experience for your audience, dynamic keyword insertion is the best strategy for you. If you’re not sure where to start with DKI, our Google advertising agency can help.

We have a team of marketing experts that can help you manage your PPC campaigns. We know how to craft PPC ads that drive good results. From dynamic keyword insertion to integrating ad extensions, we know how to do it all.

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