Google is changing the rules for displaying ads using the dynamic keyword insert. For those of you who don’t know what this is, the dynamic keyword insert function puts the keyword set that people use to search into the ad itself. For example, if someone typed in crazy blue horse into Google and you had {KeyWord} for your healdine in your ad, Crazy Blue Horse would be the title of your ad. This tends to increase click through rate (but not always conversion).

The change Google is making to this function is to put a quality score against this function so affiliates and companies like eBay can’t use it to place an ad that doesn’t make any sense. I’ve seen instances where you type in Baby Diarrhea and an ad pops up saying that you can buy that on eBay - sweet! The keyword insert function is a great tool to use in a tight ad group where the words don’t get too far outside the product or primary objective. A good check is to look at your web analytics program to see what keywords are being used to drive traffic to your site. You should look for odd combinations that obviously are driven by the keyword insert function and then add the non-relevant word as a negative match the campaign (for example, add diarrhea as a negative term to the baby adgroup).

Happy searching!