When people are looking for a specific search term, and DKI is used, they will be taken to an ad where their search term will be displayed, or directed to a page where the keyword is shown. Also when these words appear in the ads they appear in bold and therefore people searching for that particular item or service will be more inclined to click on it.

It is not always practical to have a number of different ads with lots of ad groupings. Whilst it is usually better to create Ad Groups manually and then match them with related keywords, ad copies and landing pages, this is not always easy and can be very time consuming and complicated. For these reasons, search engines like Google AdWords and Yahoo have put the Dynamic Keyword Insertion tool in their interfaces to get faster and better results for the users.

When using Google AdWords or Yahoo with this feature and creating an ad, you enter your choice of 'default' text for the searched keyword. For example if you are selling children clothes and use that term as the default keyword in the header, when a person searches for the keywords 'boys trousers', then the words 'boys trousers' will show instead of 'childrens clothes' automatically. This makes the ad a lot more targeted to the customer and can greatly improve click through rates.

DKI is widely used because of a number of benefits mentioned below:

? The use of DKI makes the landing relevant to your keywords and ad copy. This improves click through rates which lowers your costs.

? When you are dealing with a large quantity of search terms, it becomes difficult to create separate ad groups based on each ad copy for every specific keyword matched and targeted to each landing page. With DKI, this task becomes faster and easier to use one template with huge volumes of search terms. It not only saves you time but a lot of effort as well.

? This facility enables you to customize the landing page content. This helps in targeting it to your visitors.

? When you get regular traffic visiting your site, it increases your Conversion Rate and that further increases the Return Of Investment (ROI).

? The use of DKI enables you to create unique ads and match them to your landing pages. This will again increase your click through rate and also your Conversion Rate.

Whilst DKI is a powerful feature, it can have some drawbacks too. When it is used indiscriminately, it can result in inappropriate ad copy that is worded for the "common denominator" keyword set. This fails to exactly match the searcher's requirement, and happens when the term searched for has too many characters to fit on the line, and therefore the default text is instead displayed. This will therefore not produce the desired results.

It is also important to remember that Google does not allow this feature to be used on search terms that do not have the correct spelling. It is therefore important to use DKI discriminately, and not simply just at random.

It can be seen therefore that dynamic keyword insertion can be a wonderful and very useful tool when used correctly. It can help to improve CTR, thereby reducing costs, and also help to improve ROI, thereby increasing ones efforts to make money online. It is easy to use for customization when using large lists of keywords or to use for tracking purposes if it is used properly.

It is not, however, to be used indiscriminately