The Whys and Hows of “Insert Keyword”

Using This Feature for Better Relevance

The Insert Keyword feature, available when you create a new ad or edit an existing one, is useful for speeding the ad creation and editing process. But did you know it can also help increase your ads’ quality?

Here’s how. You’ll notice that when you create or edit an ad, you are shown the prompt “+ Insert Keyword Automatically” when you click into either the Title or Description(s) dialogue boxes:

Click “+ Insert Keyword Automatically” and you get a prompt like this:

In the dialogue box, enter your “default text.” Your default text should be something that can serve as an overall description for all of your keywords in case the actual search term exceeds character limits. For example, if you’re in the wine business, your default text might be, simply, “Wine.”

“{KEYWORD:Wine}” would then appear in the dialogue box.

You then wrap the rest of your title copy around “{KEYWORD:Wine}.” For instance, you might write, “Buy Premium{KEYWORD:Wine}.”

But here’s the snazzy part: Your ad’s title won’t necessarily appear as “Buy Premium Wine.” Rather, once a searcher has entered one of your keywords—”Chardonnay,” for example—the turbines of our mighty engines kick-in and, in an instant, your ad title appears as “Buy Premium Chardonnay.”

That’s probably a lot more clickable to someone shopping for Chardonnay than the generic “Wine,” right? Again, the default text will appear only if our engines determine that using the search term would exceed our character limits.

The same goes for your short and long descriptions, though we’ve noticed that placing the keyword in the title is even better than placing it in the description.

Take advantage of the Insert Keyword feature, as well as other features like ad testing and geo-targeting, to help make your ads as relevant as they can be.

To learn more about the Insert Keyword Feature, click here. To learn more about how using multiple features can help improve your results, click here.

—Michael Mattis

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1. Terry Howard | December 11th, 2007 at 8:14 pm

Just 2 questions: 1) Why can’t we use keyword insertion on the destination URL like we can with pretty much all other services and 2) when can we expect this oversight to be corrected finally? Not to be bitter about it, but it sure would save a bundle of time not having to manually pass the keyword through to my own tracking systems by coding the info into dest urls keyword by keyword.
2. Como aparecer em primeiro lugar no Yahoo | December 12th, 2007 at 7:31 am

I am running a simultaneous campaign on both Google AdWords and Yahoo Search Marketing. I am keeping the keywords, budget, CPC and everything else equal for control purposes.

Till now, what I can say about YSM is that (1) it has too many hidden options like this - you could make it clearer for us advertisers and (2) AdWords is getting me more return on impressions and clicks. I am working forward to understand better both systems and check which is more suitable for my clients’ needs.
3. Chris | December 13th, 2007 at 9:35 am

Is it possible to control capitalization of the keywords inserted?
4. MahCheeze | December 14th, 2007 at 9:29 am

Yahoo needs to do is develop a downloadable application similar to AdWords Editor that would make managing ads in the Yahoo system easier…. especially since you have to put in a destination URL for each keyword - God, that is so F’ing annoying.
5. Terry | December 14th, 2007 at 10:37 am

I HAVE THE EXACT SAME KEYWORDS AT BOTH YAHOO AND GOOGLE. I CAN SAY MOST OF MY CLIENTS ARE FROM GOOGLE. BY THE SAME TOKEN, I GET MANY MORE INPRESSIONS FROM GOGGLE AS WELL. I AM NOT SAYING YAHOO IS A BAD SYSTEM. BOTH SYSTEMS ARE UNIQUELY DIFFERENT. IT IS A FACT THAT MORE PEOPLE USE GOOGLE MORE THAN YAHOO. I PERSONALLY USE YAHOO ALL THE TIME AND IT IS MY HOMEPAGE.
6. Gary Hartke | December 14th, 2007 at 10:53 am

i have not had a hit onmy web site since i stoped paying for adds on yohoo. I dont mind paying but every once in a while it would be nice to have a search find me. am i being unrealistic?
7. Roscoe | December 14th, 2007 at 11:20 am

Bug in the system using firefox browser:

When at this field using firefox browser:
Enter Default Text {Keyword…}

The field where you put in the text is always missing. I found that if you hit the tab field though, that the cursor moves into the field.
8. Pay Per Click Advertising&hellip | December 14th, 2007 at 8:15 pm

[...] The Whys and Hows of “Insert Keyword” - The synonym for “insert keyword” is “dynamic keyword insertion”…Yahoo!’s way. [...]
9. Moss | December 22nd, 2007 at 3:08 pm

I have used Yahoo for two years for my small business and I decided to try Google as well, using the same keywords and bids for the most part. After a two hour balloon period, Google removed all my ads for lack of clicks. I then received a call from them asking if I wanted them to design my campaigns, so I said, “Sure.” They did, they ran their design trial balloon for about 30 minutes, then pulled every single keyword. This went on once more, and after days of aggravation, I was still at point A, with no ads showing. It was the most frustrating, annoying marketing experience I ever had, so I’m sticking with YAHOO!
10. Australian Online Adverti&hellip | January 9th, 2008 at 12:33 am

[...] on how to avoid taking the bait when lured by a “phishing” scam, how to use the handy Insert Keyword feature to help you improve your ad quality, showed that proper punctuation really does count, and [...]
11. john | March 6th, 2008 at 12:03 pm

interesting site man