Dynamic keyword insertion (DKI) is a functionality used by Google that allows us to automatically change your advert based on the specific search terms. This helps to increase the prominence of your ad on the page and promote the user to click.
DKI needs to be used carefully to ensure that once the keyword is added your advert still makes sense, hence we take great care to ensure we are not inserting irrelevant keyword into your ad. DKI can be used in different ways to maximise its impact. Typically we might use it in the title of your ad and also sometimes in the description as well for added impact.