Does dynamic keyword insertion hurt or help quality score? This is a question I have long wondered. In fact this post has been in my draft folder over 4 months now. I have run experiments many different times but never had any conclusive results one way or the other. For a while I was convinced that I could get getter quality scores by NOT using dynamic insertion. Then another test proved that I could get great QS using dynamic.

Today I found an interesting post about someone posing this exact question to a Googler at the SMX convention on the Revenuewire blog

“Does Google frown upon the use of dynamic keyword insertion? Does it help or hinder your quality score?”

Google: “We really have no problem with dynamic keyword insertion, our major retail clients often use it for model numbers and brands etc, but it won’t automatically make you more ‘relevant’ just because the keyword was dynamically placed in the ad text”

That’s a pretty typical Google “non-answer”. They say it won’t make your ads more relevant, but they don’t have a problem with it. Interesting because for at least a year, they didn’t even publicly document that you could use the feature. Common sense would say that having the keyword dynamically in the ad would increase CTR, and therefore QS. But would it work better to statically have the keyword in the ad? So I guess we are stuck doing what we always do, test and see what works for ourselves.

What’s your experience with dynamic keyword insertion? Has it helped or hurt your quality score?

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