Only simple text is allowed when creating your AdWords text ads. Formatting options like bold, italicization or underlined are not provided for your text ads. Google AdWords will however make part of your ad text appear in bold whenever it matches or nearly matches a user’s search query. This can be achieved by adding the relevant keywords for a specific Ad Group in your ad text. Whenever the keyword triggers your ad it will also become bold in your ad text. This will catch the user’s attention and increase the likelihood of a click. Your text ad heading is the clickable part of your ad and placing the relevant keyword there will make it even more likely for a click. This can really give your text ad’s a performance boost.

The rarely used matching option “Embedded match” is a much more sophisticated form of keyword matching. It allows you to prevent your ad from appearing for certain phrases or exact matches. This option is especially useful for advertisers selling merchandise that relate directly to a movie or book title.

For example let say you sell toys and other products from the movie Ice Age. If you use the Embedded match –[Ice Age] your ad will appear for phrase Ice Age toys and Ice age products but not for the exact match Ice Age. This will help you to target more qualified users and dramatically reduce your irrelevant impressions.

The keyword matching options provided by Google AdWords is a very powerful tool to help reduce the cost of your Google AdWords campaign. This can be accomplished in two ways. Firstly Google Adwords rewords you for a keyword with a high CTR by reducing its minimum CPC bid. Secondly all your irrelevant impressions and clicks will decrease, thus reducing your cost and increasing your ROI.

Broad match is the default setting in your Google AdWords campaign. It’s good practice too make your broad matches at least two keywords long on the one hand and no more than four keywords on the other. Single keyword broad matches usually generate lots of impressions and will decrease your CTR significantly. You can use single keyword terms when your ad is confined to a certain region. The broad matches with four or more keywords will generate very few impressions and won’t be of that much use. The combination of the broad match option and negative keywords option have also been proven to be a excellent method in reducing campaign cost and reaching a more qualified audience.

Matching options can also be used to activate inactive keywords again without increasing their minimum CPC bid. This can be done by deleting the inactive keyword phrase and then reusing it as an exact match. With this option you will still be able to use the inactive keyword phrase to attract potential customers at a reduced minimum CPC bid. In summary, matching options gives you more control over your audience and help you to reduce cost and reach more qualified users.

The most obvious reason for your daily budget exhaustion is the fact that your daily budget can’t accommodate the amount of ad traffic your ads receives per day. There are three ways to prolong the amount of time your ads run each day. The first step will be to optimize your account by refining your keyword list so that it contains only the most targeted terms. Ones you have done this you can also lower your CPC bid. This will reduce your ad ranking as well as the amount you pay per click. If you don’t feel comfortable with the first two options you can always just increase your daily budget.

Your ads Delivery Method settings can also have an impact on your daily budget exhaustion. Certain times through the day may yield more valuable traffic for your ad than other times. With the ‘Standard’ delivery method, the Google AdWords system determines the most effective time period to use the majority of your budget, rather than distributing it evenly through the day. An ‘Accelerated’ delivery setting on the other hand will show your ads as often as possible. This may deplete your daily budget more quickly than you would like it to. By chousing the right delivery method you may still be able to stay in your daily budget limit.

Dynamic changes in web content, user behavior, news items, trends and current events can also dramatically influence the amount of impressions and clicks you receive though the day. Although it is important to keep in mind, it is mush more difficult to pin point.