Been experimenting with Google Adwords (again!). Here's the basic tip I picked up. Take your best performing keywords and put them into a an ad on their own. Each ad is then targeted to the keyword, and shows up in bold for the exact match. You can tweak costs per click and landing pages better then (you can also do this with "powerposting"). For example, say you're selling jewelry. You might have an ad campaign targeting keywords like "buy rings", "buy necklace", "buy gold jewelry" etc. You find out that "buy rings" is getting lots of impressions, so take it from the "general" ad-group and make a new one just targeting that one keyword. The ad for that keyword will then be written to display "buy rings" as the title, and the ad will say "Buy quality rings at discount prices, full range online." (or whatever - just a quick made up example!). The main point is a searcher types "buy rings" and one of the ads on the side will say "buy rings" so they connect. Other ads may be more general. You can go deeper, of course, targetting hundreds of keywords... "buy gold rolex" etc. For other campaigns on other products, you can target right down the products model name, or even part numbers etc. For example, (a motorbike) "Kawasaki KLX 650". See Google Cash for good info.