Use The Keyword in the Headline as Much as You Can 
This is pretty self explanatory. Every time you use a keyword in your  ad, be it in the headline or anywhere else, it’ll get bolded by the  system (See example below). Of course, that bolding will make the ad  much 
easier for people to notice it, and…
Increase Multi-Word Keyword Portfolio
The success of your 
PPC campaign  is all about keywords. It only requires a small amount of your time each  day to brainstorm keywords which are relevant to your product or 
service and help to expand your keyword portfolio. The more relevant keywords you  have the better your chances of converting more visitors to sales.
Multi-word keyword phrases attract highly targeted 
traffic to your website and tend to have higher rankings than single and double word keyword  phrases. Coming up with as many multi-word keyword phrases as you can,  will increase your sales conversion ratio since your visitors are  searching for that specific information. For example, “blue 
shoe laces Nike sneakers” would be an example of a multi-word keyword phrase which  is also commonly referred to as a long tail keyword and tells you  exactly what the customer is looking for.
Monitor Your Competitors
It is smart 
business to keep up with what your competitors are doing with their PPC 
advertising campaigns. Changes in the 
process your competitors use could affect keyword prices as well as your ad  positioning in the keyword results. Using analysis to monitor your  competitors will help you to stay ahead of the game.
Include an offer in the copy. "Free," "Save $XX," or "XX% Savings" will  usually lift response. You can also mention a gift or bonus.
Relevancy! Relevancy! Relevancy! In case you missed the common theme  throughout: Relevancy is the most important element of PPC search engine  
marketing. If you ignore relevancy, you will likely be frustrated with low click-through rates and an unprofitable campaign.