A WebmasterWorld thread asks if I have a page on strawberries, how do I get ads for "cream"? People tend to like eating strawberries with cream and the same deal with any product/service that is complimentary to an other.
The best advice I see in the thread is given in detail by ronburk.
He basically says that you should create a new landing page for the cream ad, target cream type of keywords, and link to that landing page via the strawberry page. Why does this work? He lists several reasons:
a) the user who is interested has to perform an extra click
b) you quite likely get payed a better CPC due to the prequalification that extra click represents and the effect it has on SmartPricing
c) you get an entire page (instead of little or no text on your strawberries page) to provide useful info that matches qualified visitors with the product(s) being advertiserd there
d) you get another chance to keep visitors on-site who were thinking about cream, but weren't really going to click on any ad for cream
e) you get more detailed stats about how many customers are interested in cream, but not really enough to click on and ad
f) you get 100% control over the "ad" that appears on page X (no Google T&C applies here!) without ever having to worry about MFAs or PSAs appearing there and, well, if you didn't get it by now, it ain't ever gonna happen :-).
Forum discussion at WebmasterWorld.