3 features of Google Ads to create dynamic Ads

Creating Google Ads is imperative to your business.

You will get quality leads and traffic from it.

There are many features of Ads that you can use.

The below three features can be used for device-specific, keyword-specific and time-specific Ads.

All to create dynamic Google Ads.

Below are the 3 unique features:

1. Dynamic Keyword Insertion (DKI)

2. Countdown function

3. IF function

Don’t worry, all the above are quite relatively easy to implement.

I’ll start with,

1. Dynamic Keyword Insertion (DKI)

DKI is an Adword feature that dynamically updates your ad text to include the keyword(s) that resulted in your Ads to show in the search result.

DKI Google ads feature is used to make your ads more relevant.

DKI is an advanced feature to create highly targeted Ads that closely match the searches by users.

Where can you use Dynamic Keyword Insertion?

1. Headline

2. Description

3. Display URL

When should you use Dynamic Keyword Insertion?

When you have a large number of similar/identical products to sell.

Large eCommerce firms will have millions of items across various categories.

If you were to create Ads for them, you can use the DKI feature, create dynamic Ads and thus save time, money and energy.

Instead of building up one Ad after another for each individual product or search term, leave it to the DKI feature to do the work for you.

DKI serves as an “automation” feature that creates Ads for a wide range of similar products.

How to create dynamic Google Ads using Dynamic Keyword Insertion?

When you create your Google Ads,

Say you have the below keywords,

Chocolate biscuits

Salted biscuits

Cream biscuits

Flavored biscuits

Imported biscuits

You add them to your Ad group.

Note: When using DKI, it is better to use the Exact Match keyword type.


As I’ve told, DKI is used when you have a lot of products to cover.

Hence, you would want to avoid unnecessary clicks more than ever.

Exact Match type would be using the Square brackets around the keywords.


Add keywords

Click here to read my post on all types of Google Ads keyword match types.

Moving on,

Once you have your keywords set,

When you create your ad,

Say you want to start your headline with “Buy”.


In the Headline section type,

” Buy”

Then type in the flower bracket.

When you do so, you will see a dropdown.

DKI drop down

Select the first one – Keyword Insertion.

Once you select, you’ll get the below window.

DKI default value

You have to fill the Default text option.

What is this?

In case, Google cannot add the keywords in the DKI list, it will need a backup or a default keyword.

In this case, you can fill the default keyword as “Local biscuits”.

Then you need to fill in the case option.

Title case  –  the first letters of all the words will be upper case

Sentence case – the first letter of only the first word will be upper case

Lower case – all letters of all words will be lower case


Title case

{KeyWord: Local Biscuits}

Sentence case

{Keyword: Local biscuits}

Lower case

{keyword: local biscuits}

Notice how the term “keyword” changes as per the case.

“KeyWord” for Title case, ”Keyword” for Sentence case, “keyword” for lower case

You can then create the Ad as usual.

If a user searches for any of the keywords, then those keywords will now appear in the Ad.

Wherever you have added DKI.


Your Ad headline reads:

“Get the best {DKI} in Mumbai.”

Now, if a user searches for “Imported biscuits”,

Your Ad headline will read:

“Get the best Imported biscuits in Mumbai.”

If the user types “Salted biscuits”,

Your Ad headline read:

“Get the best Salted biscuits in Mumbai.”

The heading will match the keyword and make it more relevant.

Things to remember when using Dynamic Keyword Insertion.

1. Too many insertions

You need to make sure that your Ads will appear in a way that is natural while reading.

If you have multiple DKIs then the text will look odd as the same keyword will repeat.

Ideally, you should have one DKI per Ad.

2. Too many characters

Even with DKI, the Ad you are creating will have the same rules as any other Ad.

If you want the Dynamic Keywords to be added to the text, make sure that the entire text falls within the character limit.

If it doesn’t, then the default keyword will be displayed.

3. Proper syntax

Before you add the DKI feature, read your content properly.

You should be able to read it naturally like other regular Ads even after the DKI is activated.

4. Grammar and misspelling

Make sure the language grammar is not affected post-DKI.

Avoid misspellings –  they are an unnecessary risk here.

Note: DKI does not work for DSA – Dynamic Search Ads.

Like I said before, you can use DKI in the Headline, Description and display URL.

But it is generally added to the headline as it is the most noticeable part.

2. Countdown function

You have an event that is coming up.

You have a sale that is ending soon.

You want your Ads to display the urgency.

With a timer or time-related factor.

And you want this to change in real-time.

Meaning, every time it displays, it should be in sync with the time gap with the event.

In this case, you can use the Countdown function.

This is the second option is the flower bracket dropdown.

Countdown drop down

Just like DKI, you can create Ads with this feature.

Say, you have a sale that ends in 3 days.

Your headline today should read “Hurry! Sale ends in 3 days”.

And tomorrow: “Hurry! Sale ends in 2 days”.

And so on.

Now, while creating the Ad, type in the flower bracket as before.

And select the second option of “Countdown”.

When you do, you will get the below window.

countdown function

Fill in the Countdown ends and Countdown starts data.

In the Time Zone, you can select your time zone (Account time zone) or Ad viewer’s time zone.

The second option is if your target location is different than the Account-created location.

Say, you are in the UK and targeting users in Thailand.

Lastly, select the Language in which the timer should display.

Enter and done.

As soon as the Ad is live, it will activate the timer as per the timer inputs.

3. IF function

I’m sure you are familiar with “an” IF function.

It could be from Excel or any other programming language.

IF function generally provides a condition to the data it is applied.

Say, as a simple example,

You have a list of students’ names with their marks in Excel.

If a student has scored less than 35, he fails.

Above 35 is pass marks.

So your formula would be =IF(A1<35, “fail”, “pass”) where A1 is the cell.

IF function in Google Ads has the same logic but is easier.

As in you don’t need any code to type in.

The IF function here is used for two parameters.

1. Device

2. Audience

1. Device

While creating a campaign, type in the flower bracket again (for the last time ?).

And select the third IF function.

If function drop down

You will get the below window.

if function

The default option selected is Device.

Now, this feature is used if you want to display one text on desktop and another on mobile.

For example, you might have Ads where you are giving 10% more discount for mobile shoppers.

In such cases, you can have a “10% extra discount” on the mobile display.

And regular discounts for desktop.

Like below:

Fill up if function

Click apply

Now on the right-side preview, on the mobile, you can see the mobile text.


Scroll and you can see the desktop preview.


So your Ad will now show the respective text on the respective device.

2. Audience

The second option for IF function is used for Audience.

This is used to target a particular audience that has already engaged with your website.

Say, you want to display one text to people who have visited your website.

And another text to new users.

In the IF function, select the Audience option.

Audience option

You will get the below window.


Click Audience.

Now you will get the below window.

audience selection list

Click “All visitors (Google Analytics)”.

Now your window is as below.

GA all visitors

Fill in the text for both options.

Click Apply.

You can create any custom audience in Google Ads and select it here.

Continue to create the campaign as usual.

Your Ad will now show one text to new users and another text to engaged users.

You can, thus, target both audiences with a single  Ad and still achieve a high CTR ?.


Google Ads has a lot of features.

These three which I have explained are a small part of it.

We usually create simple Ads.

But when working with a large data, it will be convenient for you to check if you can use any of these options.

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