04-26-2007, 08:51 AM
Quote:1. Use the keyword
When an ad is displayed on Google, any of the words in the actual search phrase that also appear in the ad will be highlighted. That means some ads draw more attention than others due to these highlights. Regardless of your ad display position, this additional attention is a key way to get additional clicks. Also, use of the keyword makes the ad relevant to the searcher and enhances the sense that your ad is a good match for his/her search phrase.
2. Qualify your traffic
Because we pay per click, simply creating an ad that people will click is not necessarily the mark of an effective ad; rather, you must create an ad the right people will click. Not all traffic is equal. Even people who search with the same phrase might have different needs. One purpose of your ad is to appeal to your target audience, while signaling to anyone else that your business would not be a good fit for their differing needs...
full article: http://www.practicalecommerce.com/articl...oogle-Ads/