I get a lot of questions re. Dynamic Keyword Insertion (DKI) in AdCenter and how it compares to DKI support in Google AdWords. If you are new to DKI, i've created a video that expalins this in great details for Google AdWords. Watch this video: http://ppckeywordtoolz.com/videos/dki/dki.html MS AdCenter DKI Support The way Microsoft's AdCenter handles Dynamic Keyword Insertion (DKI) is very similar to Google Adwords but there are some important differences. Here how DKI works in MS AdCenter. Here's some prerequsits: Ad Text max limit is 70 Chars DKI syntax is : {keyword} or {keyword:default text} so 'keyword' would be replaced by your keyword at runtime. if the resulting Ad Text exceeds 70 chars the default text will be used in stead. If that also results in Ad Text exceeding 70 chars then your ad will not show up. So what about param1, param2 and param3? Most people have a good understanding of DKI but get a little confused about param1, param2, and param3. In MS AdCenter param1, param2 and param3 are defined at the KEYWORD level. Google AdWords does not support these at all! This is imporatant to note. param1: This is used with the Destination Url and infact it's often called "Destination Url {param1} This allows you to specify a destination completely as dynamic or portions of it. For example: keyword: "Kittens" Destination Url{param1}: furryanimals.com/cats Now you would define the Ad's Destination Url as: http://{param1} so at when the ad is displayed, the Destination Url would be: http://furryanimals.com/cats Hope that makes sense! param2 & param3: These params are specific to AdCenter (Google AdWords does not support these). These are just extra words you can show in your Ad for the given keyword. Here's an example: keyword: kittens param2: $5 Ad Text: Want to see some cute {keyword}? Only Costs {param2}! this will render as: Want to see some cute Kittens? Only Costs $5! keyword: puppies param2: $10 Ad Text: Want to see some cute {keyword}? Only Costs {param2}! this will render as: Want to see some cute puppies? Only Costs $10! param3 is used in a similar manner. Also the same rules apply for the maximum allowed characters in the Ad when using param2 and param3. Final Example So lets put it all together keyword param1 param2 param3 ------- ------ ------ ------ Kittens cuteanimals.com/kittens $5 Puppies cuteanimals.com/puppies $10 Special Offer! Ad Title: Funny {keyword} Pictures Ad Text: Want to See Some Cute {keyword}? Only Costs {param2}! {param3} Display Url: www.CuteAnimals.com Destination Url: http://{param1} This will display the following Ad for the 'Kitten' keyword. Ad Title: Funny Kittens Pictures Ad Text: Want to See Some Cute Kittens? Only Costs $5! Display Url: www.CuteAnimals.com Destination Url: http://cuteanimals.com/kittens This will display the following Ad for the 'Puppies' keyword. Ad Title: Funny Puppies Pictures Ad Text: Want to See Some Cute Puppies? Only Costs $10! Special Offer! Display Url: www.CuteAnimals.com Destination Url: http://cuteanimals.com/puppies Hoe this helps... Nitin http://PPCKeywordToolz.com Rapid AdWords Campaign Creator, 1000s of Laser Targeted AdGroups and Ads in less than 2 minutes!