The dynamic keyword insertion option allows you to create an ad containing the exact keyword or keyword phrase a searcher used in their search query. When PPC ad copy contains the same text as what was searched, the ad is more relevant and useful to potential customers and is more likely to have a higher click-through rate. It could also potentially improve the quality score of your ads, helping to lower your CPCs and improve your efficiency. As an added plus, Google automatically bolds dynamically inserted text within a PPC ad, which helps make your ad stand out among others. Dynamic Keyword Insertion is not however for the inexperienced AdWords user. ClickReport advises you to be careful when implementing this feature, as an incorrect or poorly executed DKI can lead to results that are confusing, irrelevant, spam-like, or in some cases trademark violations.