Imagine if your ads could read your customer’s mind—showing the exact words they searched, the city they’re in, and even a ticking clock nudging them to act now. That’s not just clever marketing—it’s dynamic personalization in action.
Google Ads offers powerful features like Dynamic Keyword Insertion, Location Insertion, and Countdown Customization that help your ads feel more relevant, timely, and irresistible. Whether you’re aiming to increase clicks, lower costs, or boost conversions, mastering these tools can give you a serious competitive edge.
In this guide, we’ll break down what each feature does, how to use them effectively, and what to watch out for—so your ads don’t just get seen, they get results.
Dynamic Keyword Insertion (DKI)
What is Dynamic Keyword Insertion
Dynamic Keyword Insertion (DKI) is a Google Ads feature that automatically updates your ad text to include the keyword that triggered your ad, making the ad copy more relevant to the user’s actual search query. When you set up DKI, you use a special text format that looks like this: {Keyword:Default Text} in your ad headlines or descriptions. If a person’s search matches one of your ad group keywords, Google will replace the placeholder with that searched keyword in your ad copy.
Dynamic Keyword Insertion Example
For example, if your ad group contains the keywords “google ads consultant” and “sem specialist,” and someone searches for “best google ads consultant,” your ad headline could automatically display “Hire The Best Google Ads Consultant” instead of a generic headline. If the keyword is too long or doesn’t fit, Google will use your specified default text instead.
What are the benefits of Dynamic Keyword Insertion (DKI)
The main benefits of DKI include:
- Increased ad relevance, which can boost click-through rates (CTR)
- Enhanced Quality Score, potentially lowering ad costs
- A more personalized user experience, as the ad copy closely matches what the user is searching for
Dynamic Keyword Insertion can be useful for brand campaigns, as this would allow you to customize your ad copy without needing to figure out all of the permutations of your brand that people might type into a search box.
What to watch out for when using Dynamic Keyword Insertion (DKI)
DKI should be used with caution, as it can sometimes result in awkward or inappropriate ad copy if not adequately managed. This is especially true if you are using broad match keywords or some AI-based tools. Remember, Google will replace your ad copy with whatever the person typed into the search box.
Location Insertion
What is Location Insertion
Location Insertion is a feature in Google Ads available for Responsive Search Ads (RSAs) that allows advertisers to dynamically insert a user’s location (such as city, state, or country) directly into ad headlines, descriptions, or paths. This makes your ads more relevant and personalized to each user by displaying the location most pertinent to them, based on your campaign’s location targeting settings.
How Location Insertion Works
When you create or edit a Responsive Search Ad, you can use a special code (like {LOCATION(City)}) in your ad text. A pop-up screen will appear to help guide you when you type in the first {. Google Ads will automatically replace this placeholder with the person’s actual city, state, or country at the time the ad is shown, depending on what you specify.
Location Insertion Example
For example, if you use the headline:
“Hire the Best SEO in {LOCATION(City)}!”
A user in Toronto would see:
“Hire the Best SEO in Toronto!”.
If Google cannot determine the person’s location, it will display a default text that you specify.
Benefits of Location Insertion
- Improved Relevance: Ads feel more personal and locally targeted, which can lead to increased click-through rates and engagement.
- Efficiency: No need to create separate ads for each location—one ad can dynamically update for many locations.
- Scalability: Easily manage large campaigns covering multiple regions without the manual work of uploading customizer feeds or creating dozens of ad variations.
When to Use Location Insertion
Location insertion is best suited for location-based businesses that want to target individuals in a specific geographic area. As seen in the example above, a digital marketing consultant might want to create a campaign targeting a few cities in Canada. Using Location Insertion, the marketer would only need to make one ad, thus saving time and improving personalization.
Countdown Customizer
What is Countdown Customization
Countdown Customization is a dynamic feature in Google Ads that allows you to insert a real-time countdown timer directly into your ad headlines, descriptions, or paths. This timer automatically updates to display the time remaining until a specific end date and time for a promotion, event, or offer, helping to create a sense of urgency and encouraging users to take action before the opportunity expires.
How to Use Countdown Customization
- Add a countdown by typing a left curly bracket { in your ad text, then select the “Countdown” option from the dropdown.
- Specify the exact date and time for when your promotion or event ends.
- The countdown automatically displays the number of days, hours, or minutes left, depending on how close it is to the end time.
- Customize when the countdown begins (e.g., 5 days before the end date) and select the time zone (account time zone or ad viewer’s time zone).
Benefits of Countdown Customization
- Builds Urgency: By showing limited time left, it motivates users to act quickly, increasing click-through and conversion rates.
- Automated Updates: No need to manually update ads as the deadline approaches—the timer updates automatically.
- Versatile Use Cases: Useful for flash sales, holiday promotions, event registrations, daily deals, or any time-sensitive campaign.
Pro Tip: You can improve your conversion rates by including this technology on your landing pages. This would allow your landing page to update dynamically based on the person visiting your page.
Frequently Asked Questions About Google Ads Customization
How does Dynamic Keyword Insertion (DKI) impact ad approval and policy compliance in Google Ads?
Dynamic Keyword Insertion (DKI) impacts ad approval by increasing the risk of policy violations, especially if inserted terms trigger disallowed content like trademarks, inappropriate language, or misleading claims. Ads using DKI must comply with all Google Ads policies, including editorial standards and destination requirements. Your best bet to mitigate this issue it to use exact match keywords when using DKI.
Can Dynamic Keyword Insertion be used in ad extensions or only in main ad copy?
Dynamic Keyword Insertion (DKI) can only be used in the main ad copy, not in ad extensions. Google Ads does not support DKI in sitelinks, callouts, or other extensions, as these fields require static text for policy and formatting compliance.
What are the differences between Dynamic Keyword Insertion and Dynamic Search Ads (DSAs)?
The main difference between Dynamic Keyword Insertion (DKI) and Dynamic Search Ads (DSAs) is that DKI inserts user search terms into predefined ad copy, while DSAs automatically generate headlines and target landing pages based on website content. DKI requires keywords; DSAs use site indexing to match search queries.
How does Dynamic Remarketing differ from Dynamic Keyword Insertion in Google Ads?
The main difference between Dynamic Remarketing and Dynamic Keyword Insertion (DKI) is that Dynamic Remarketing shows ads based on past user behaviour and product views, while DKI customizes ad text using the user’s current search query. Remarketing uses audience data; DKI uses keyword triggers.
What are some common mistakes to avoid when setting up Dynamic Keyword Insertion in Google Ads?
Common mistakes in setting up Dynamic Keyword Insertion (DKI) include using broad match keywords that trigger irrelevant terms, failing to set proper default text, and violating ad policies with inserted keywords. Always preview ads to ensure they remain grammatically correct and compliant with Google’s editorial standards.
Start Using Google Ads Customization Today
Leveraging features like Dynamic Keyword Insertion, Location Insertion, and Countdown Customization can make your ads more relevant, timely, and effective, eliminating the need to build dozens of versions manually. When used thoughtfully, these tools help create a more personalized experience for users and improve overall campaign performance.
If you’re looking for guidance on how to implement these features strategically and stay compliant with Google Ads policies, consider exploring SEM consulting services to get tailored advice for your specific goals.