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?

To correctly implement keyword insertion with a fallback, you must use the syntax {keyword: sustainable shirts} because the text following the colon serves as the "default text" that displays whenever a user's search query cannot be dynamically inserted into the ad. In this specific configuration, Google Ads will attempt to replace the placeholder with the specific keyword that triggered the ad (such as "linen shirts"), but if that keyword is too long for the character limit or otherwise ineligible, it will revert to the designated default phrase "sustainable shirts" to ensure the ad remains coherent and professional.