An ad is all about catching the attention of the buyer. If you are able to create captivating and persuasive copy, you can improve your AdWords campaign immensely. You may want to pay attention to the position of the keyword in bold. If a searcher types a keyword, the keyword appears bold in the advertisement. To grab the searcher's attention even more, you can place your keywords on the far left side or far right side of the ad. http://ideasforppl.blogspot.com/2009/09/top-techniques-for-adwords-campain.html