The main thing to remember is to focus on the words that you use in your ad. When you set up your campaign, use the keyword you are bidding on in the first line of the ad. You only have two lines and a small number of characters in your ad so you want to get the most out of your words. Linking the ad itself with the keywords you are using will help increase your clicks. Your ad will stand out among all of the others that haven't got the keyword on the first line. In fact, you can use the same generic ad for all of your keyword groups within a campaign but make a change to the title for each keyword. This technique will increase your click-thru rate considerably.

In the second line of the ad, tell the potential clicker what they are going to see when they click on you ad. Give them a bit more detail about the product or service they are going to see. Remember that customers are motivated by ?What in it for me?? Tell them why they should click on your ad as opposed to all of the other ads on the page.

Another technique you can use to improve your click through rate is to play around with the formatting of the destination URL. For example, instead of www.widget.com try that address as widget.com or Widget.com. You can also try capitalizing the first letter of each word in the URL that will make the text slightly bigger and cause your ad to stand out more. You can also change the capitalization in some of the words in the ads. Try capitalizing the first letter of every word. Little changes like these can make huge differences in your click through rate. Play around with the formatting and track your results. You'll be surprised at the improvement in your click through rate.

Use split testing on your ads by running two ads against each other. Google will split your traffic between the two ads and then you see which one has the better click-thru rate. Keep the one that works better, and edit the other ad with a new headline or capitalization variation. To start split testing, use the ?Create New Ad? function in your Campaign Manager. Use the same keywords in your first d but try using different verbs.

When you begin split testing, make tiny changes in formatting or verbs. You will be surprised by the increase in click-thru rate that results from those tiny changes. Keep trying different variations.

However, even if you make all of the suggested changes and the click-thru rating doesn't improve don't despair. If you come to a point where nothing will improve the effectiveness of your ad, then you've hit upon a market that won't be successful as an Adwords campaign. It happens and the key to success is to keep persisting with other campaigns. If you have 20 campaigns you are trying out, sometimes only 5 may work. That's the nature of the business. It takes persistence and a degree of stubbornness to succeed.