According to Google’s guide to creating successful text ads, you should include at least one of your keywords in your ad text to catch the attention of people who search for the keyword and show that your ad is related to what they want.
Google also bolds keywords in your text ad that searchers use, making it more obvious how relevant your ad is.
To include keywords into your text ad, type [ open square bracket in Headline, Description Line or Display URL, and select one of the following tokens:
To make your ad stand out even more, you can also include associated data for each keyword in your text ad.
For example you might want to include pricing information or mention additional details about a product or setup custom analytics tracking in the destination url.
Just type [ open square bracket in any field in the Ad Template to bring up a list of available custom tokens you can use.