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Instead of using keyword 'printer' for an ad about printers, I use exact model of printer e.g. 'Lexmark Z11' or less focused 'Lexmark printer'. I also put search term in title section. This simple trick produces very high click through rates.
Here are some guidelines:
1. Avoid keywords that are too general. Because ads are paid for on a CPM basis, you are likely to spend money quickly with keywords that are too vague. Avoid general keywords like 'business' or 'free'. Taylor each keyword to your offer and use relevant terms/words in both title and ad body.
2. Give Google users a compelling reason to click on your ad link. The easiest way to do this is to provide something of value for free.
3. Use a different ad for each keyword or search term. This increases relevance and likelihood that Google users will click on it.
4. Test and monitor your ads. Refine and fine-tune your ad to maximise click throughs. With Google you can do this in real time!
Google's Adwords has become quite popular and Google have had to increase number of ad displays per keyword search from 3 to 8. You can open an account and test this service by going to:
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