PPC (google adwords) and double association

[marbant]

we are number 1 on google adwords for an important keyword which deals with the very same topic but has the problem that you can interpret it as
a) an asset to buy
b) a product to manage an asset

the problem is that we get lots of clicks from people expecting a) although we only target on b) groups.

rewording the description text doesn't lead to success as being no.1 means more people not even reading it before clicking.
dropping this adword would cost us lots of valuable, yet expensive group b) traffic

anyone experience on this issue?

[labeler2003]

I don't know if this is directly applicable, but I've had a similar problem.

Some of the web sites I manage give away gifts (white papers, industrial guides, books, etc.) to help generate leads. FREE has proven to be a very effective word in our AdWords copy. However, when the ad is in the top spot our ROI drops. Apparently people see the word "FREE" and they click. I've found the best spot for these ads to be #3 or #4.

I also log the referer for everyone who clicks on an AdWords ad, and can track whether they convert or not. When the ads were in the #1 spot I was able to identify many search terms, not related to our products, which were resulting in our ad showing and being clicked on. Putting in negative keywords to eliminate those made a significant difference.