22 MarHow to Use keyword insertion and Protect Your Quality Score

Well-written keyword insertion ads in well-organised ad groups are more likely to make your adwords ads more relevant to users when you use a more general ad with large numbers of keywords.

These ads are also more likely to receive clicks than a generic ad would for the same ad group. In these cases, keyword insertion may help improve the Quality Scores for your ads and keywords over time through improved click-through rates (CTRs) and overall performance.

However, it is important to remember that you will see the best advertising performance when you create an ad group specifically targeted to a product or service and use ad text specifically written for that product or service. This ensures the most relevant ad text is used to feature what you have to offer, so that a user is more likely to click your ad.

Keyword insertion simply compromises between generic ad text and specific keywords, so you will need to experiment with your ad groups to see whether your Quality Scores are improved over time with this feature. A quality evaluation will still occur for each keyword that triggers your ad like all keywords in AdWords, as demonstrated in the example below.

Example Ad: Quality Score Evaluation

If your keywords are Sony laptops and Acer laptops and your ad headline reads Brand New {KeyWord:Laptops}, you could create the following two ad groups:

	Keywords	Ad Text
Ad Group 1	Sony laptops	Brand New Sony Laptops
Ad Group 2	Acer laptops	Brand New Acer Laptops

In this case, each keyword’s Quality Score is determined after the keyword is triggered and inserted into the ad seen by the user. This is true of any AdWords text ad, where the ad and keyword are included in the Quality Score evaluation. Each ad variation and keyword combination will undergo its own Quality Score evaluation and accrue its own individual performance history within your account.