On most major Pay Per Click platforms, there is a little known feature called "Dynamic Keyword Insertion". Dynamic Keyword Insertion is one of those "dirty little secrets" used by PPC marketing agencies and is the cornerstone of the millions of Internet marketing eBooks written by self proclaimed "gurus". Dynamic Keyword Insertion needs to be fully understood before it can become marginally effective and when it is, it can increase your ads click through rate (And subsequently quality score) massively.