Google AdWords Dynamic Keyword Insertion : SEO Book.com Just another tip on improving conversion rates with Google AdWords. When search words appear in a Google ad they are bolded. A good way to improve click through rate (and thus lower price per click) is to place keywords in... Just another tip on improving conversion rates with Google AdWords. When search words appear in a Google ad they are bolded. A good way to improve click through rate (and thus lower price per click) is to place keywords in the ad. Sometimes it may not be in SEO > SEM Best Practicerswith seosempracticerstipimprovingconversionratesgoogle