Keyword Insertion is an advanced feature of Google AdWords. It lets you match the wording of your ad with users' search terms. The feature aims to increase ad relevance and helps you create message symmetry (= symmetry between your copywriting and a user's search intent).

By combining AdWords Keyword Insertion with Unless's Dynamic Content Insertion, you can create a perfect Landing Page Experience.  
Below, a video explaining the broader value of personalizing AdWords campaigns and a step-by-step guide taking you through the whole process. 

Quick Start: Personalization for AdWords

This training video covers the how-tos and benefits of personalizing AdWords campaigns. Skip ahead to 00:08:10 for the part about AdWords' DCI. 

Step-by-Step Guide (1): How to set up Dynamic Keyword Insertion 

Step 1: Create a default version of your ad

1. Log into AdWords, select a campaign and click on the tab "Ads"
2. Choose an existing ad (or create one), and click on the Pencil icon to edit it.
3. Add a curly bracket ({) to the text in the headline or the description, and select "Keyword Insertion" from the drop-down menu: 

4. Now, create a default version. The default keyword will appear if either a) AdWords can’t match a search term with a more specific keyword, or b) the user's search term is too long (=more than 25 characters):

Example: Let's create the ad "Plan your {KeyWord: City Trip}".
When a customer's search only contains the word "City Trip", AdWords will show the add "Plan your City Trip":

However, if the ad group contains a more specific keyword (for example, “Paris Trip”, “New York Trip”, or “Amsterdam Trip”), and the customer uses that keyword in their search, AdWords will display it in the ad:

5. Don't forget to save your ad!

Step 2: Add your keywords

1. Now, switch to the tab "Keywords" and select “+ Keywords”. Next, choose your campaign and ad group.
2. Enter one keyword per line. Each keyword can contain multiple words.
3. Save your keywords. 

With Step 1 and 2, we focused on matching ads with users' search intent. Now, it's time to match our landing page with our users' search term. Let's stick to our previous "Plan your City Trip" example. 

Step 3: Insert Dynamic Placeholder on Landing Page

With Dynamic Content Insertion we'll create a placeholder for our keyword on our campaign's landing page.

Example: As you can see, we added a placeholder in the phrase "Plan your ...". Read the step-by-step guide, to learn how to set up Dynamic Content Insertion.   

Step 4: Update the URL of your AdWords ad

In order to hand over your keywords from AdWords to your Landing Page, you have to add the keyword parameter to your URL. 

  • Original URL: 
  • URL with keyword parameters:{KeyWord:City%20Trip}

    : In AdWords, if your keyword parameter is made up of more than one word, you need to use URL Encoding. URL encoding converts characters into a format that can be transmitted over the Internet. In this case, it means that instead of a space you have to use %20.

As you can see, the new URL  (→{KeyWord:City%20Trip}) contains a parameter for your website's keyword placeholder (→ ?AdWords=). This placeholder is filled in with keywords handed over via AdWords (→ {KeyWord:City Trip}).

Example: This is how the landing page looks like to a person who clicked on our ad searching for "Paris Trip" (→ "Plan your {KeyWord:Paris Trip}") :

Hint (for Advanced AdWords Users):
If you wish, you can use AdWords' advanced URL tracking options to add the Unless parameter as a tracking template.

For more information about AdWords Keyword Insertion, you can also head over to Google's official documentation

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