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Handle with Care: Dynamic Keyword Insertion

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Proflowers competitors feel jilted by PPC gaff

In the past we’ve discussed the benefits and potential dangers of using dynamic keyword insertion (DKI) to easily create robust, relevant ad copy in a scalable fashion. This Valentine’s Day disaster, reported by SearchEnglineLand, highlights an example of how things can go horribly wrong when you apply something in mass without thinking through the details.  This does not mean that DKI can’t be used successfully in paid search.  It just serves as a cautionary tale to always be thorough and think things through.