I've been playing with Dynamic text in a couple of account and am having a few problems with the CTR, each time I have used dynamic text in my headline i get a lower converstion rate than using static headlines? Hs anyone on here used dynamic headlines and if so what was the results?
Might depend on your keywords. eg if your site sells wigdets and one of your long tails is 'i hate widgets' the dynamic text might show an undesirable ad. lowering the CTR I normally only use dynamic text on my premium keyword lists
How big are the adgroups you are using keyword insertion on? I find that to write an ad that makes sense AND uses keyword insertion smaller, more tightly focused adgroups are better. I would also try using keyword insertion in the body of the ad; probably the second last line for best effect but again you need to make sure it is a logical sentence. If you get them right then these dynamic ads normally produce a high CTR - but be warned, they MAY lead to lower conversion rate since people tend to click without reading the full ad, plus it becomes harder to put across what you are actually selling within an ad stuffed with dynamically inserted keywords. Hope that helps
The good news is that DKI will only insert keywords from your keyword list into the advert, so if you've been broad-matching on widgets, it'll insert widgets, not 'I hate widgets', even if that was the search term. Look at how your advert reads with the main traffic-drivers inserted. Is it still clear what you're offering? If your advert is harming your Conversion Rate, it must be driving people to the site that aren't really looking for what you're offering. This can happen with DKI, if you aren't very careful with your keyword list - the long tail can, as dcr said, cause you problems if it doesn't directly relate to your product.
The problem with DKI, is that in many cases, it gives you a weired title! Or even sometime, a meaningless one (depending on your keywords list) Tim
Your ad must flow and when using DKI if you're not careful, it just looks weird. Tighten up your adgroups and that should help.