How to improve click-through rate (CTR) in Google Ads with keyword insertion for ad text?

If you run advertisements on Google Ads, you probably know the importance of having a good click-through rate (CTR). A good click-through rate (CTR) means, among other things, that your ads are relevant and displayed at the right time. This represents the number of users who click on your ads after seeing them. The more clicks there are for a low number of views, the higher the click-through rate (CTR).

If you want to improve your click-through rate (CTR), here’s something worth trying: keyword insertion for ad text.

Keyword insertion for ad text helps maximize click-through rate (CTR) in Google Ads

What is keyword insertion for ad text? You already know that when keywords that you previously targeted are typed into Google by your potential customers, your ads show up.

Without keyword insertion, the ads are displayed exactly as you wrote them.

Explanation:

1. One of the keywords you selected is “electric snowmobile helmets.” 
2. A user types “electric snowmobile helmets” into Google.
3. The pre-written ad title that appears is: “Heated Snowmobile Helmets”, because “heated snowmobile helmets” is also one of your keywords and your campaign titles are focused on this element. Without keyword insertion, the ad title doesn’t precisely match the user's query.

With keyword insertion, the ads use the keywords closest to those typed into Google by your potential customers.

Explanation:

1. One of the keywords you selected is "electric snowmobile helmets".
2. A user types “electric snowmobile helmets” into Google.
3. The adapted ad title displayed is “Electric Snowmobile Helmets” because that keyword is one of the keywords you selected. Also, when you programmed your ad title, you used the keyword insertion bracket like this: {KeyWord: Snowmobile Helmets}. With keyword insertion, the ad title better matches the user's query.

Note that keyword insertion also applies to ad descriptions.

3 mistakes to avoid with keyword insertion for ad text

1. Not re-reading your keywords

A list of keywords in Google Ads can normally include some common misspellings, as well as variants with or without an apostrophe or accent (for ads in French or Spanish). When the triggered ad is pre-drafted, this is not a problem.

However, with keyword insertion for ad text, the keyword is displayed as is in the ad, with misspellings. To prevent ads with your name and brand from appearing with errors, it is essential to carefully review the keywords you will use with keyword insertion.

Alternatives to official keywords should also be removed, and final keywords carefully reviewed.

2. Impersonating a competitor

Keyword insertion might make you want to use keywords related to your competitor's brand, and Google doesn't check the use of trademarks as keywords. However, it’s forbidden to pose as a competitor to users. The companies targeted by this type of practice often take action, legal or not, to remedy the situation.

Also, users misled by your ads could waste your ad dollars if they don't buy after clicking.

You should therefore avoid this practice, which could tarnish your image in the industry, both with your competitors and customers.

3. Not considering cost per acquisition (CPA)

As you know, keyword insertion automatically adapts your ad text with the keywords you have previously selected. Although it’s a powerful tool to increase your click-through rate (CTR), you should not stop measuring your cost per acquisition (CPA). Indeed, even if more users click on your ads, they must want to buy once they are on your landing page. To put the odds on your side, this landing page must be well managed, and must fit the initial request of visitors.

In summary, keyword insertion doesn’t fix everything: More visitors (i.e., a better click-through rate (CTR)) doesn’t automatically guarantee a lower cost per acquisition (CPA)). It’s essential to keep measuring performance when using keyword insertion.

Don’t be afraid to test keyword insertion to improve your click-through rate (CTR) in Google Ads

Keyword insertion is a great asset when used with a clear and defined strategy.

If your keywords are well chosen, if you don’t attempt unfair competition, and if your cost per acquisition (CPA) is well measured, keyword insertion for ad text is indeed an infallible trick to increase your click-through rate (CTR) in Google Ads. Why not test it?