Use dynamic titles

Dynamic titles are easy, they don’t cost anything and they usually have a good effect on CTR and conversion rates. The phrase that the searcher uses in their search will come up as the the title of your adword. This saves you having to create an individual ad for each keyword and means that your ad will be more targeted. In the title field of your ad simply put {keyword:your backup title here}. The backup title is in case the search phrase is too long for the title field or if adwords can’t display the search for some other reason.

Turn off content targeting and search network

Do you know where to look at these ads? No. Leave them alone until you feel confident that you know where they’ll be showing and that you can make them work – get comfortable with Google first. Conversion rates and CTR’s change dramatically for each search property, not to mention content targeted ads. Get acquainted with Google before you move on to the others

Optimise your landing page

The landing page is the page which the person who clicked on your ad will see when they come through to your site. Don’t use your homepage as your landing page unless it deals only with selling the product you’re advertising

Track conversion and ROI
Track everything. Google will track impressions, clicks and click through rate. Just because an ad has a high CTR doesn’t mean that it is making you money! You can use Google’s own conversion tracking codes, or you can use your own software. If you don’t know how each keyword is preforming – then you won’t be able to optimise your campaigns, by turning off the keywords that aren’t working and investing more in the keywords which are
Geotarget
Geotarget your ads to the relevant audience. It can be done when you set up a new campaign and in your campaign settings. If you want to show on .com that’s fine, but remember that you can geotarget to individual countries and even cities (you can target regions in the US, UK, Canada, France, Germany, Italy, Japan, Spain and the Netherlands)