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We've tried iterations of the keyword, it doesn't matter- people are just typing that keyword, and only that keyword..
I know that 1% means that your ad isn't relevant, but there is that 1% who click on the ad- and I'm certain that those folks aren't typing anything but the main keyword.
While we are actively working on getting the page the adword links to into the top SERP, how else could we reach these people? Suggestions?