Adwords needs careful selection of the keywords you are going to be using, be they individual words or phrases. Exact matches is always preferable but sometimes difficult to warrant paying a high PPC bid price.
Have a look at Web CEO tool, it’s a start and will guide you through how to research your words. If you fancy paying for the ‘knowledge’ then try wordtracker.
Always ensure your html filenames, page titles, page content, tags, Adword advert and Adwords all use the same keywords in order to maximise the impact. If the page position is less than 10, then up your price or try some other words.
Hope that helps to drive more traffic to your site.
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