This is very much for absolute beginners, but if you are a pay-per-click-freshman, then check out Jon Regneruds article “Top 11 Money-Wasting AdWords Mistakes”.

Ok, this is pretty basic, but it’s still powerful. And if you’re not currently applying it, you are leaving money on the table no matter how sophisticated you are already.

Example, if you are selling edible underwear online you might target keywords like: “edible underwear”, “eatable underwear”, “underwear you can eat”.

But instead of having all the search-terms for the same ad, you should create a new ad for every search-term. The exact search-term should be in the headline.

Why? Because Google displays the search-term bold in the ads if they match the search term.

So let’s pretend somebody searches for “eatable underwear”, your Google Ad might show up like this if you do it wrong:

Eatable Underwear
Fun and Sexy Underwear.
+ Free Shipping with Min. Purchase!
EatMyShortsShop.com

Whereas if you do it right and set up an own ad for the specific search phrase “edible underwear” it will bolden the term in the headline of your ad:

Edible Underwear
Fun and Sexy Underwear.
+ Free Shipping with Min. Purchase!
EatMyShortsShop.com

Now will this little bolding turn you into a millionaire overnight? No, but chances are pretty high that including the searchphrase in the ad headline will increase your CTR by some percentage points - and in the PPC business it’s all about incremental improvements!