20% is low-medium volume keywords generally on exact or phrase match. Let's day you sell new homes in Florida. Most companies will be lazy in one of two ways. If they have developments in say 20 markets, they'll buy "florida new homes" on broad match and then orlando, miami, and tampa variations. They'll pick general keywords and be really lazy with the copy.
Well, as a new home buyer, let's say I want to buy in Winter Park - near Orlando. It's a slow market, I know there have to be some deals out there so I'm looking for location and a developer that knows the market is slow and is pricing appropriately.
In that case, as an advertiser, I'll buy "Winter Park New Homes", "Winter Park Homes", maybe some other variations, condos, whatever on exact match.
So lets say the home buyer does a search for "Winter park Homes" and sees the following ad titles.
Winter Park New Homes
Orlando New Homes
Florida New Homes
Florida Mortgages 5.9%
20% Off Winter Park Homes
Winter Park Homes
Big Home Builder Sale
So which ad are you going to click on, almost regardless of where it ranks? You might click on number 2. Chances are the 20% off one is going to jump out at you. You'll mentally note it becuase when you scanned the titles, 20% off stuck in your mind. If you do click on #2, you'll probably still go back and click on the 20% off ad unless you find exactly what you want behind door #2.
You probably won't even bother to read the decriptions, you want a house in Winter park, you know the market is soft, the title pulls in the click, the description is icing on the cake.
When developing campaigns, there are a lot of things to keep in mind and think about.
Mindset of the buyer
Specific targeting - the right keyword, the keyword in the ad, text in the ad that the consumer is virtually guaranteed to read (20% off) in this case.
How the keyword fits into the ad text so that it sounds like that ad was written specifically for the individual doing the search.
It's easy but it is often time consuming to do it right.
Unless someone copies my ad text verbatim and has a landing page to back it up that loads lightning fast, I'm going to win on that keyword regardless of what anyone else does because my CTR is going to be sky high compared to everyone else. My CPC will be lower than average.
My ad is going to be the 20% off version. I can probably pull a 20% CTR in the top-3 spots. I can probably be almost anywhere on the first page and pull 7% - 10% CTR.
The keywords above were just picked at ramdom and don't represent any company. Whatever might show up on those searches is nothing I'm affiliated with.