Read a post suggesting crafting the display url so as to include the search term, as it's common practice in SEO it's hard to tell from the examples given whether it was done specifically for the AW campaign.

Do people look at the display Url before clicking?

An Adwords Tip From The Masters: Get Your Local Site To #1 | Convert Offline

I was amused to see the top SERP in the first example was our own AKA :-)