Traditional thinking of how to construct an AdWords typically falls into two schools of thought. The first school, championed by Perry Marshall and other Guru’s, is to use dynamic keyword insertion to ensure your headline matches the search query of the user. The second school, promoted by many experts such as David Bullock, is to instead to very finely group keywords so you can write a headline that will always be very specific to what the user searched for. I have always agreed with David.
However, I never shy away from split-testing something new. There are several new styles of headlines I have split-tested that have proven effective.