1. Make sure you always are including both plural as well as singular versions of your keywords.
2. If you want to have a higher CTR us the exact keyword matches by putting your keywords in square brackets. This is a tip I picked up from a guy I was paying to manage my Adwords account for me a while back. When you do this your ads will not appear for searches including other keywords.
3. Use Negative Keywords. I'm surprised how many people running their own Adwords campaigns don't even know about negative keywords. Use negative keywords for terms that are not relevant to your promotion. This will give you so much more control over who sees your ads and who doesn't. By doing this you won't be paying for clicks that are unlikely to result in a sale or sign-up.
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