The best kept secret of Google Adwords

Okay guys – I know you will hate me after this article. And why? Because I am going to give you some homework lol.

Ready – you have your coffee? Okay…

I have done a lot of Google AdWords and I have done all the usual stuff. A/B testing, different headlines, different text, putting the keyword in the URL… And some of that was working. (You do A/B testing by the way? If not remember always to do that). But I must admit that my CTR didn’t change that much.

But there is something that really can make a big change in the CTR. The trick is called Dynamic Keyword Insertion.

Let’s say you are selling used cars. So one of your keywords is “used cars”. With the dynamic keyword insertion, you will put the search term – in bold – in the headline of your ad. That will give you a huge change in the CTR – promise.


Here is what you should do

Here’s what the syntax looks like:

  • {keyword:} – will display the search term or not if there is not a match
  • {keyword: Default} – will display the search term or “Default” if there is a problem displaying the search term. Of course, you can replace “Default” with whatever you like. If people search for something that is much to long, it would be cut in half – so with this syntax you could do a nicer headline.

Remember also these codes:

  • keyword – No capitalization, all word(s) are in lower case
  • Keyword – The first word is capitalized
  • KeyWord – Every word is capitalized
  • KEYword – Every letter in first word is capitalized
  • KEYWord – Every letter in the first word AND the first letter of the second
  • KEYWORD – Every letter is capitalized


Here is how your ad could look like

Headline:   {Keyword: Used cars} – Quality
Description line 1:  Buy our super {keyword: Used cars}
Description line 2:  5 free car checks

Notice that use of the {KeyWord: Default} in the Headline and Description line 1.

So the user who are searching for used cars will see the headline exactly matching his or her search. In the second line he will see the search term in bold. He will think that this ad will get him to the page he is looking for. This is why it works.

So if somebody is searching for “used cars” the ad will look like this:

Used cars – Quality
Buy our super Used cars
5 free car checks
If somebody is searching for “used blue cars” the ad will look like this (you have different keywords for the same ad)

Used blue cars – Quality
Buy our super Used blue cars
5 Free car checks

This is the best kept secret of Google AdWords.


Now it’s your turn

Put the dynamic keyword insertion in your Google AdWords ads and give me a comment about your CTR. I can’t wait till I hear from you.

If your CTR is getting higher go to and give me a like. Thx guys.

Best regards


Henrik Sandberg

I am the founder of SeoCustomer and I love everything about SEO, SEM, Social Media Traffic and Link Building. Join our email club here at SeoCustomer and get blog updates and access to whitepapers about SEO.

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