We need to improve further the ad position. The position of these targeted keyword is determined from the maximum CPC and the level of ad quality. Therefore, if you increase the performance factors, such as maximum CPC or the level of quality, improve ad position. Finally, ads with higher clickthrough rate (CTR) are more likely to deliver relevant clicks and leads. And thus be displayed more frequently than those with lower CTR.
Although it has been said, it bears repeating, proceed directly to the public itself, compelling ads and link to relevant content. To better define the keywords and phrases you should select those which are relevant in relation to the product or service that is trying to sell. General keywords generate a large number of impressions but often result in a reduced number of clicks. By this we mean that it must be more concise and direct. For example, if you sell tennis accessories, it is preferable not to choose the keyword "tennis" as it is feasible that the ads appear on search on unrelated topics the business, such as tennis lessons.
Thus, it is recommended to choose more descriptive phrases for products or services themselves, so that your ads appear only in relevant searches. On this example, you can include any of the following phrases: tennis rackets, tennis shoes, tennis ball machines. Keep in mind that not all users read with the same keywords to find the type of product or service being offered. Therefore, it can increase the chances of reaching more potential customers including spelling variations and plurals of expressions in their own list of keywords.