Selecting the right keyword is vital to success in Google Adwords. For optimum results, I highly recommend you to put the keyword in the body and if possibly, display URL. Your keywords will be displayed bold in the sponsored results, which mean the keywords you use will be used to catch the reader's attention. Your ad should be focused on the benefits and that everything you promise in an ad should be backed up on your landing page. If you promise you reader something, and you don't give it to them, they won't trust you anymore.

Use an effective call-to-action phrase like: Visit Us Learn Here Buy Here Buy Now Sign Up Browse Order Get a Quote Try to make your Ad engage the visitor and give him a reason to want to click your ad instead of one of the competing ads. Here is an example of a good ad that will get the visitor's attention. If the searcher typed "pay day loan" into his browser: Pay Day Loan Pay Day Loan - Get up to $500 in your account in 24 hours. Sign up Free here. http://example.com/Loan The above ad would pull very well at Google. Our keyword is in the title, body, and display URL.

We have promised a speedy service and used a strong call to action phrase. Capitalization matters as the wrongful use of it could lead to reduced click through rate. But be careful, sometimes if you capitalize a letter in the URL, the URL don't work anymore.