If you have a campaign that is advertising a large number of products or services, you may wish to consider using the Keyword Insertion feature, rather than creating an advert for each product.

The Keyword Insertion Feature lets you insert a short piece of code into any part of your ad text (headline, body or destination URL).  Google AdWords will then automatically replace the code with the keyword that triggered your dynamic ad each time your ad shows. This makes your ad more relevant for users while making it easier for you to create multiple unique ads for a large number of keywords.

Example of Keyword Insertion

You sell approximately 200 different organic food products.  You have created an ad group with all these products listed as keywords.  You can now create a single dynamic ad which may take the following form:

Buy {Keyword: Organic Foods}
Free Shipping. Wide Variety.
Satisfaction Guaranteed!
www.Example.com

destination URL: http://www.Example.com

For example, if the keyword search term is Organic Coffee and this is one of your keywords, the advert appears as above, with the following title (top line):

Buy Organic Coffee

If the search term was too long to fit in the heading, then the default title Buy Organic Foods would appear.

Its important to get the landing page correct also. Your destination URL is the default destination for all the keywords in this ad group. If you have standard URL naming that incorporates the keyword (so that each product has its own page), then you can use Keyword Insertion in the destination URL, for example: URL: http://www.Example.com/?kw={keyword:nil}

Alternatively when you add the keywords in your ad group, you can specify a different destination for each keyword. This ensures that the searcher is taken to the most relevant product page for his particular search term, rather than landing on some generic page.

Its all about relevance! Make sure your keywords are relevant, your destinations are relevant and your adverts are relevant. Also your landing page(s) must be relevant and meet the searcher’s expectations.