You can change the wording of your ad whenever you want to, or set up several ads and let Google use them at random or with certain keywords. For instance, if someone searches for "Hen Night t-shirts", your ad could say "Buy Hen Night T-Shirts... (etc)" but if they search for "Baby Clothing", your ad might say "Buy Baby Basics from...(etc)". If you're doing a special offer - like a 20% sale or something, then you could change the wording of your ads to reflect that.Originally Posted by AJLA
The more common the search phrase is, the more expensive it'll be because everyone's trying to get noticed - for instance, if I Google for "Personalised Mugs", £1 per day isn't going to do me any favours. But Googling for "Personalised Colour Change Mugs" might stand more of a change. It's just a case of being sensible and having realistic goals based on how much you're prepared to spend. After all, there are people out there who won't buy from the advertiser listed at the top (due to the logic of "if they can afford that much advertising, their prices must be expensive!") so it's really just a case of trying it.
There are other ways of advertising, Adwords is just one of them.