Insertion Code

Description

User Query

Word Displayed to User

{queryterm: default text}

All words in the keyword are displayed in lower case

car insurance

car insurance

{Queryterm: default text}

First letter in the keyword’s first word is displayed in upper case

car insurance

Car insurance

{QueryTerm: default text}

First letter in every word in the keyword is displayed in upper case

car insurance

Car Insurance

{QUERYterm: default text}

Every letter in the first word and is displayed in uppercase

car insurance

CAR insurance

{QUERYTerm: default text}

Every letter in the first word and the first letter in every other word are displayed in uppercase

car insurance

CAR Insurance

{QUERYTERM: default text}

Every letter in every word of the keyword will be displayed in uppercase

car insurance

CAR INSURANCE

Note the following:

1.In each of the scenarios mentioned above, if the default text is displayed, it will be displayed exactly as typed in by the advertiser.

2.The case of the user query does not affect how the word is displayed to the user in the ad.  For example, if you use the code {queryterm: default text}, the query term displayed back to the users  will always display in lower case regardless of how the user inputted the query term.

Frequently Asked Questions:

A. Who can use Dynamic Insertion (DKI or DQI)?

Dynamic insertion is available to all advertisers.

B. Why should an advertiser use Dynamic Insertion?

Dynamic Insertion can improve your CTR and overall ad performance by making the ad more relevant to the user’s search keywords in an efficient manner.

C. Why is the default text being displayed, and not the keyword or query term?

The default text displays only when the max character limit is reached.  You may want to revise your ad copy to ensure that the max character limit is not reached for your targeted keywords.

D. What displays on contextual ads

For contextual ads, the default text will always appear.  Contextual ads are based on the page content, not on matched keywords, so there are no specific keywords that match the ad.

E. The default text is required for destination URL, but will the default text ever be displayed in the destination URL?

The default text is only displayed when the maximum character limit is reached.  Since the URL has a very high character limit, it is doubtful the default text will ever appear in the destination URL served to the user.