Question: You're setting up keyword insertion for your Search campaign to promote a new line of sustainable shirts so that the ad text dynamically adjusts to match queries like “cotton shirts" and “linen shirts." If the keyword can't be replaced, however, you want the ad to serve the default phrase “sustainable shirts.” How should you set up this keyword insertion in Google Ads?
- {keyword: sustainable} shirts
- {keyword: cotton and linen shirts}
- {keyword: cotton and linen} shirts
- {keyword: sustainable shirts}
Explanation
Keyword insertion uses the format {keyword:default text} to insert the eligible keyword that triggered the ad. The text after the colon is the default text Google Ads shows when the keyword cannot be inserted. The default text must be written inside the same braces so Google Ads can apply it correctly. This keeps the ad relevant while preserving a fallback phrase that fits the headline.
Why the other options are incorrect
{keyword: cotton and linen shirts}: This sets the wrong default text for the fallback phrase.
{keyword: sustainable} shirts: Only part of the fallback phrase is inside the keyword insertion syntax.
{keyword: cotton and linen} shirts: This uses the wrong default text and places part of the fallback phrase outside the syntax.
Source for verification
https://support.google.com/google-ads/answer/6371157
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