The feature in PPC (Pay-Per-Click) advertising that allows you to automatically include the user's query into the ad text is called Dynamic Keyword Insertion (DKI). DKI is a powerful tool that helps create highly relevant and personalized ad copy tailored to the specific keywords or search terms that users enter into search engines like Google.

Here's how Dynamic Keyword Insertion works and how to use it effectively:

How Dynamic Keyword Insertion (DKI) Works:

1. Insertion Tags: In your ad text, you can use insertion tags to specify where you want the user's query or keyword to appear. The insertion tag format is {Keyword:default text}.

2. Keyword Replacement: When your ad is displayed, the insertion tag {Keyword:default text} is replaced with the keyword that triggered your ad. If the keyword is too long to fit in the designated space, it will be replaced with the default text.

3. Default Text: The default text serves as a backup in case the keyword cannot be inserted due to length restrictions or other issues. It's a good practice to provide meaningful default text related to your ad's theme.

Using Dynamic Keyword Insertion Effectively:

1. Relevance: DKI enhances ad relevance by dynamically including the user's query in the ad text. This can improve click-through rates (CTR) and ad quality scores because users see their own search terms in the ad, making it more appealing.

2. Ad Groups: To use DKI effectively, organize your keywords into tightly themed ad groups. This ensures that the inserted keyword remains contextually relevant to the ad text.

3. Ad Copy: Craft your ad copy carefully to ensure that it makes sense both with and without the inserted keyword. This ensures that your ad remains coherent even when different keywords trigger it.

4. Character Limits: Be mindful of character limits, especially if you have a default text option. Ensure that your ad text can accommodate various keyword lengths without appearing truncated.

5. Keyword Quality: Use DKI with well-researched, relevant keywords. Inaccurate or irrelevant keywords can result in poorly constructed ad copy.

6. Testing: Regularly review the performance of ads using DKI and conduct A/B testing to optimize your ad copy for better results.

In conclusion, Dynamic Keyword Insertion (DKI) is a valuable feature in PPC advertising that allows you to create highly relevant and personalized ad copy by automatically including the user's query in the ad text. When used effectively, DKI can improve ad relevance, click-through rates, and overall campaign performance. However, it's essential to use DKI judiciously, ensuring that your ad text remains coherent and aligned with your advertising goals.