A strategy for creating more personalized, effective search ads in which you can customize your ad copy by placing specific search query terms within the ad.

For example, if you have a t-shirt business and have an Ad Group for your store that includes words like:

• t-shirts
• comfortable t-shirts
• stylish t-shirts

You can use dynamic keyword insertion to show searchers more relevant ad text, like "comfortable, stylish t-shirts," since the ad is dynamically -- or automatically updated on the fly -- to include the user's search query.