Put your ad "keywords" in header, text line 1 and text line 2. If possible also add your Keywords to the display URL and the actual url.
Example - an ad for this blog:
Heading: A blog for Unisa Students
text 1: News & Views for Unisa Students
text 2: Special offers for Unisa students
display url: armstrongsunisabooks.blogspot.
url: http//armstrongsunisabooks.blogspot.com
According to Google doing this increases your ads score and therefore ultimately reduces the cost per click.
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