10 Tips To Getting Started With Google AdWords - Reviewing your competitors...
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3) Reviewing your competitors
Define what makes your company stand out from your competitors and try to find a niche in your market that users will be interested in. If your ad can stand out from the rest it is more likely to be clicked. Another good method to stand out from your customers would be to find out if they display their prices within the ad, if this is the case and your prices are lower it would be a good idea to display them as well to entice the user to click your ad instead.
4) Using effective matching options
Most optimized campaigns would use the exact matching option on all keywords to ensure that they are only bidding for that individual search. This is effective for ensuring you are only bidding on relevant keywords and improve your click through rate (CTR). CTR is a very important factor in deciding the cost per click (CPC) so the higher rate you can achieve, the less you are likely to pay for that keyword.
Using only the exact matching option can have the negative effect of only receiving a low amount of traffic as you are only targeting a specific audience. In addition, to attract a wider range of searches it may be worth adding the phrase and broad match versions of your exact match keywords. As these are less specific they are likely to achieve a lower CTR and conversion rate but will increase the amount of clicks. It is important to use the negative matching option effectively with phrase and broad matches to filter out any unrelated searches.
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