DKI And Advert Relevance

I understand how to use DKI (Dynamic Keyword Insertion).

I understand how to make my adverts relevant to improve Quality Score (to a point, at least).

What I want to know is this - since having the search term in your advert improves its relevance (particularly in the headline), does DKI ensure a very relevant advert, or the opposite (does Google penalise you or reward you for using DKI to put the search term in, rather than writing a genuinely relevant advert)?

 

DKI won't work if your QS is to low so my guess is you get no direct QS benefit from simply using DKI.

 

But do you get penalised for using DKI (and hence not having the search term in the advert)?

 

I used to believe all the hype about DKI, but lately I've been having second thoughts. It's all too common now. With Yahoo's new super-easy-to-use DKI tool, it's a snap to drop in DK's and as a result Y is becoming blanketed with DK's. I wonder if G will ever add such a tool...

 

Good question...but I'd say no.

 

When determing ad relevance into QS, Google uses your back up text if you are using DKI.

There are no penalties for using DKI, its just the CTR increases you can benefit from (& hence QS increases) by having the exact search term in the title.

 

Makes perfect sense. Has G' put that in writing anywhere?

 

No - But then again, they don't even talk about DKI in their help centre.

Why is it shrouded in such myth?! I think its about time they added a proper help page.

 

Much appreciated.

Next question - what happens if I'm running two (or more) adverts? They can't appear in different positions, even if they have different quality scores, as that would wreck the experiment - does Adwords average the quality scores, take the best, worst, or something else?