Keyword Insertion in Responsive Search Ads [Full Tutorial]

Keyword Insertion is a dynamic feature in Google Ads that automatically replaces a placeholder in your ad headline or description with the user's actual search query. It is added using the syntax {KeyWord:Default Text}. When a user searches for something that matches your keyword list, Google inserts the matching keyword into your ad — making the ad appear highly relevant to that specific search without requiring you to write a separate ad for every keyword.

The Default text is the fallback copy that appears when the user's search query cannot be inserted — either because it is too long to fit within the character limit (30 characters for headlines, 90 for descriptions) or because the keyword would cause the ad to exceed the limit. Always choose a default that reads naturally on its own and is relevant to your ad group's theme. For example, {KeyWord:Running Shoes} — if the query fits, it replaces the placeholder; if not, "Running Shoes" is shown.

There are three options: Title Case (first letter of every word capitalised), Sentence case (only the first word capitalised), and lower case (no capitalisation). Title Case is generally recommended because it matches the standard appearance of Google Search ad headlines and looks the most polished. The syntax reflects your choice — {KeyWord:} for Title Case, {Keyword:} for Sentence case, and {keyword:} for lower case.

Yes. Keyword Insertion can be added to both headlines (up to 30 characters) and description lines (up to 90 characters). Descriptions allow more space, so fewer queries will fall back to the default text. However, keyword-inserted descriptions can sound unnatural if the inserted query is a short or generic term. Test both placements and monitor your ad strength and CTR to find what works best for your campaign.

No — they are different features. Keyword Insertion is a manual tag you add to your existing RSA headlines or descriptions to dynamically swap in a matching keyword from your keyword list. Dynamic Search Ads (DSAs) are a separate campaign/ad type where Google automatically generates headlines by crawling your website content. Keyword Insertion gives you more control; DSAs are more automated and can surface long-tail queries you haven't explicitly targeted.

Yes — Keyword Insertion can produce awkward or even inappropriate ad copy if your keyword list contains strange combinations, brand names, or very short/generic terms. For example, a keyword like "cheap" could be inserted verbatim into your headline. To avoid this, use Keyword Insertion in tightly themed ad groups where all keywords are closely related to the same product or service, and always preview your ads to check for edge cases before publishing.