In case you're unfamiliar with dynamic keyword insertion (DKI), it's a feature of Google's AdWords program. It is often used for large campaigns in order to automatically insert the keyword into the headline of an ad. Truly, it's a lifesaver for many pay-per-click (PPC) ad managers who have to stay on top of thousands of ads every day. It's all done with a simple syntax command: {keyword:_______}.

From a timesaving standpoint, this is a wonder tool that has rescued PPC managers from the mind-numbing chore of typing the same keywords over and over. From an economic point-of-view, DKI *can* (not always) perform well enough to make it a viable option for larger campaigns. But what happens with regard to copywriting and eye tracking?

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