“When a man walks into a room, he brings his whole life with him. He has a million reasons for being anywhere. Just ask him.” - Don Draper.
Draper was known for being able to expertly tailor the meaning of a product for an audience in the fictional world of Mad Men, and though a lot has changed since his era of the 60s and 70s, one thing is certainly still true: Customers walk into a store (or, these days, Google-search) for a reason, and if they don't see what they want, they'll walk right out (click away).
Keyword Insertion is an advanced Google AdWords feature that lets you tailor the text on your Adwords ads to match your customers’ search terms. Setting up keyword insertion in AdWords is the first step in getting customers to walk into your store; see Dynamic Text Replacement for how to keep them there.
How do I use Keyword Insertion?
For instruction on setting up keyword insertion with AdWords, please refer to Google Support's official guide to AdWords Keyword Insertion.
Building URLs for Google AdWords Keyword Insertion
Use the following format to make your Final URL:
[landing page URL]?[parameter]={KeyWord:DefaultText}
For example, the URL for my Pura Vida landing page might be:
visit.puravida-retreat.com?destination={KeyWord:Mexico}
In this example, my landing page URL is "visit.puravida-retreat.com", my parameter is "destination", and Google AdWords will dynamically replace {KeyWord:Mexico} with the keyword that was triggered by my visitor's search query.
In the event that the keyword that was triggered doesn't show, the default text Mexico will appear.
Use AdWords DKI with Dynamic Text Replacement
Using Dynamic Text Replacement
Resources
How to set up keyword insertion in Adwords
AdWords Video: Using KeyWord Insertion
