Google AdWords Dynamic Keyword Insertion is an advanced feature that can help make your adverts more relevant to a diverse audience. To use keyword insertion, you place a short piece of code into your ad text. Each time the ad shows, AdWords will automatically replace the code with the keyword that triggered the ad. Find out more about Dynamic Keyword Insertion and how it works.
We were using this advanced technique for a client and were struggling to get the search terms to trigger. We tried everything - we analysed the various blogs on the topic and we were sure that we were doing everything right. The only issue that we thought might be causing the problem was the fact that the Quality Score was 3 on the keywords that were NOT triggering the keyword insertion - we had to turn to Google to clear this up. Below is what they said - which is a confirmation that you HAVE to get your QS above a certain level of Google will simply not enable keyword insertion. And you know what, I agree with them - the ads should be high quality, relevant and targeted.
Thank you for your patience. Keyword insertions only work if the keywords
meet a certain quality threshold. For keywords in the ad group that have
low quality scores, the default ad texts would be used instead of the
keyword insertion. This is the reason why your keywords that have a low
quality score are not inserted into your ad text through dynamic keyword
Maintaining high-quality ads for both users and advertisers is important
to AdWords. Your keyword's Quality Score reflects your clickthrough rate
(CTR), plus your keyword, ad text, and landing page content. (To learn
more about how Quality Score is calculated, please visit
To help ensure that your ad appears for a specific keyword and includes
this keyword in the ad text, please manually create the ad. Such ads that
do not use keyword insertion are considered 'static text ads.' The static
ad you create can appear with your specific keyword when your dynamic ad
is not eligible to appear with that keyword.