Dynamic Keyword Insertion (DKI) allows you to insert any one of your keywords into your advertisement text. You need to use the following syntax in your ads {KeyWord:default term}. The default term is used by Google AdWords when the keyword is not allowed to be inserted (For example, if it exceeds the character limit). Certain facts about Dynamic Keyword Insertion

• Note that Google AdWords adds keyword, but not necessarily the search term. If you are using Broad Match, the advertisement may not be very relevant.Google actually inserts the keyword that is triggered by the user's query. For instance, if the keyword in your account is "tour package" and the query is "tour package Thailand" and you've elected dynamic keyword insertion in your ... Read more...

We can use four keyword match types for PPC campaigns: 1. Broad: Display your ad if your Keyword is anywhere in the Search term 2. Phrase: Displays your ad only if Search Term and Keyword are in the same order 3. Exact:  Displays your ad only if the Search Term exactly matched with the Keyword 4. Negative: Your ad will not be displayed if a negative Keyword is included in a search term. These keywords help us control broad and phrase match keywords. We can use Negative keywords in all Broad, Phrase and Exact match types. Glossary Search Term: word used by the user Keyword: word bid on by the advertiser The grid below will help you understand the various terms used by the top three search engines: Read more...