Has anybody heard of Dynamic Keyword Insertion??

[danni]

Dynamic keyword insertion allows you to dynamically insert an AdWords keyword into your ad copy, based on the searcher's query.

So if I have an Ad Group for my couch store that includes keywords like:

- couches
- leather couches
- best leather couches
- etc.

With dynamic keyword insertion, I can show people who search for "couches" the word couches, people who search for "leather couches" that phrase, and so on, in the ad text itself.

Source: Wordstream Blog