Heh, i really don't get how google allows people to make their ads look like (search) results. This is probly not violating TOS. But in reality it should if you ask me. The way everything is positioned is by far no coincidence.
I agree with you JKE, however certain keywords are worth way more. Even the slightest variation can make a difference.
I suggest the free Google Adwords keyword tool at: https://adwords.google.com/select/KeywordTool, which requires you to sign up for an Adwords account first (free). It is extremely powerful. For example, it can extract all the keywords from a particular web site and list them by highest CPC, or highest search frequency. Or use your own keywords. You can also see keyword search frequency and advertiser competition rankings.
This one is also really nice. has nice keywords. Thanks whitebmw for sharing it. I was looking for something like this.