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.
Your landing page should be tailored to both the offer outlined in your PPC Ad copy, as well as the targeted customer segment. If you redirect potential customers from a specific offer displayed in your ad to a homepage or non-specific landing page, the non-targeted information on these pages will distract and confuse customers. When this occurs, the customer is less likely to follow through with an order, thus decreasing your ad's conversion rate. In addition to lower conversions, non-targeted landing pages can frustrate customers, and ultimately damage your company’s reputation. It is important that your landing page pick up right where your PPC copy left off, prompting the targeted customer through the offer or purchase.