The more relevant your ad and the keyword is to your ad the better it is for everyone.
You get a targeted customer who is more likely to click the ad and buy, the searcher gets the information they were searching for and Google gets paid because they clicked your very relevant ad.
But there is one more thing that Google does for you the more relevant the ad is.
Think of it as a reward for being relevant.
Google will lower your bid cost for that keyword and your ad will move up on the page and or move closer to the number one spot on the first page of search results.
This is what you are all about.
Getting your ad in a top spot where it can be seen and clicked on.
Here are some tips to help you get there:

1. Make sure the keyword is in the ad, preferably in the headline and in the display URL in your ad.
   
2. On your display URL leave off the 'www.
   ' Capitalize each word in the URL and in the head line.
   And if possible have the domain name the same as the URL in the ad and the landing page or as close as you can get.
   
3. To help increase CTR try the following:

• Use Keyword macros.
  It looks like this {KeyWord: keyword headline}.
  This is how you use it.
  {KeyWord: your keyword headline) is the macro and it tells AdWords to put the searchers keyphrase in your ad headline replacing your headline.
  Your headline line is the default headline.
  If the searchers keyword phrase is longer than 25 characters it will default back to your headline.
  Capitalizing the K and W in the KeyWord Macro will automatically bold every word in your headline.
  Imagine the searcher finding exactly what they are looking for in your ad!
• Use Exact Match - [keyword] will display your ad if the search keyword phrase matches your keyword exactly.
  This is the best.
  
• Use Phrase Match - "keyword" will display your ad if the search keyword phrase contains your keyword term.
  Good, but not the best.
  
• Broad Match - your keyword ad will display if the search keyword phrase contains your keywords in any order.
  Not the best to use especially if your keyword has many meanings or uses.
  Broad match is most often used, unwittingly.
  
• Negative Keywords -keyword, (minus sign keyword) will block any keyword that you don't want coming up in the search for your ad to display.
  Like the word Free (Google doesn't like free) or anyword that does not really apply to your product or the type of targeted customer you want.
  

If you are a Internet Marketer who knows HTML you have an advantage.
If you outsource your work make sure they know HTML and know why to apply these tips below.

1. To help your landing page, optimize these items below.
   They are important and they will also help your page ranking.
   

• Title Tag - that's the text at the top of the browser page, way at the top, usually the grey area.
  Get your main keyword in the title.
  
• Meta Description Tag - a short readable description using main keywords written about that page for search engine results.
  In other words, a short description about that page like you would for an Ezine Article.
  Do one for every page or at least the main pages.
  
• Meta Keyword Tag - add 1 to 3 keywords to each page specifically.
  Don't overdo it.
  The keyword should match the content on that page.
  
• HTML Tags - the image alt tag - is for images on a web page.
  The search engines cannot see images but can read text.
  So write what the image is about and if you can, throw in a keyword.