[dangrossman]

Let's say you're looking to buy a lawn chair on Google.

Without DKI: You search "Lawn Chair" and see a list of ads with headlines like "Target", "The Patio Store" and "Summer Furniture".

With DKI: You search "Lawn Chair" and the first thing on the page is "Cheap Lawn Chairs".

This is better for you as it's immediately clear where to click to find the thing you were looking for. DKI allows small advertisers, who have neither the time nor capability to manage hundreds of ads, the ability to still present an ad that is tailored to your search when they offer what you're looking for.

The ad still has to actually link to the lawn chairs you wanted. If it doesn't, that keyword would be rejected by the AdWords editorial team in the advertiser's campaign for that landing page. Even if it made it through review, it'd suffer algorithmically compared to ads that do link to lawn chairs; the bounce rate and poor landing page relevance scores would drop the ad's Quality Score, which means ads that do link to lawn chairs will rank above it, or the ad won't be displayed at all no matter what the store is willing to pay per click.

[ceejayoz]

I'd prefer "Target", "The Patio Store", and "Summer Furniture", personally.

[lukevdp]

If every company used their name for the ad title, the ad for a company called "Cheap Lawn Chairs" would massively outperform the rest.

The domain name section of the ad shows who the company is.

[ceejayoz]

The domain name section of the ad is probably some fly-by-night "cheaplawnchairs.info" domain. I'd still pick Target, as it's a reputable company I can probably go visit in person to take a look if I like.

[pbhjpbhj]

>With DKI: You search "Lawn Chair" and the first thing on the page is "Cheap Lawn Chairs". //

... and then you go to their site and they have no lawn chairs available. Yeah, great /s.