Google AdWords is the most successful PPC search engine in the market right now. One of the most important aspects of an AdWords advertiser would be to improve their Click Through Rate.
You can achieve better Click Through Rate by having good ad copy. Ads should have the pricing and a good detail on what you’re selling at one glance. You need to capture the web visitors attention in split seconds or you’ll not capture their attention. One of the ways to make sure your ads are relevant is to make sure the ad contains the keywords you choose to bid on.
You can pay less per click than the ads below yours if you have a better Click Through Rate. How Google programmed AdWords is to reward advertisers for placing relevant ads that converts well. This is a fair system and would only benefit long term and good ads that converts.
An easy way to automatically include keywords that you are bidding on in your headline by adding dynamic keyword code. Every time someone searches for the keywords you bid on, the code will be replaced with the actual keyword that people are searching on.
Once you have run your ads for awhile, you should modify your compaign by deleting the keywords that get impressions with no clicks. This would help improve your CTR and lower your Adwords advertising cost on the long term.