Utilize Keyword Insertion in the Description and Display URL

Many PPC advertisers take advantage of implementing keyword insertion into their ad copy's title. Keyword insertion allows you to have the search engine automatically insert the searcher's query into the ad text. Using this feature helps make your ad more relevant to a diverse audience, especially if you have many keywords in your ad group. One tactic advertisers do not utilize is implementing keyword insertion into the description or display URL, both of which are supported by Google AdWords. It can be tricky to ensure your description reads soundly with the different keywords in your ad group, but the extra insertion can boost your CTR when done properly, which can lead to a higher quality score. Work with your paid search team to ensure you are maximizing keyword insertion in your PPC strategy.