Must-see video by Google’s Chief Economist. Hal Varian, explains the AdWords Ad Auction and how your max CPC bid and quality score determine how much you pay for a click on Google.com.
Headlines work best when the search term is included. Include 2 or 3 of the same keywords in each ad group as well as modifying words that might correspond to the way people search.
Consider the following keywords in your ad group: