When a searcher types in a search query and the search engine results page comes up, what will they see? You hope they see your organic listing and at least one paid listing on the page. I say at least one paid listing because you can actually have more than one ad on the same search results page. Many pay per click advertisers don’t know that. It is assumed that because Google has said that you can only rank once on the first page for the same search term for any one domain then it must also be true for paid advertising. It isn’t.
You can do this in one of two ways: Target the same landing page in all of your paid ads or use different landing pages. Both work. If you do the latter, however, you have to make sure that each landing page is optimized for the key phrase that you are targeting and that both will achieve high quality scores. Different landing pages will yield two ads different quality scores if they target the same keyword.
Make sure both ads use your keyword effectively. Put it in your title and at least once in your description. Even if you use the same display URL and the same destination URL in your ads, you can rank both ads on the first page of results for any search query – if you are willing to pay the bid price on keywords. This could actually be very effective and you can use the top ad to drive more clicks to an ad in position 2 or 3. Clever, no?