My campaign is slowed down over and over again

[Jude]

Hi,
It seems I cannot get it right. My topic is encryption related, I started with 30 keywords, went down to 7, used Google’s Keyword Suggestion tool, used phrase match, exact match – nothing helps.
I am trying to figure out if I should use “random number generator” or [random number generator] to achieve the minimum required CTR – can anyone tell me which is the correct format? Should I apply this format to all the keywords suggested by Google?
Thanks.

[Robsp]

Jude,

Start as specific as possible using exact matching []. Then look at your average position, if that's very low (like 6 or higher) you may need to raise your bid. If that does not help you need to work on your ad text...

Hope this helps.

[AdWordsAdvisor]

Also, CTR is highly tied to the targeting of your keyword and the Ad it brings up. The headline is especially important.

So if you use the keyword [random number generator] and your ad headline reads 'Used Test Equipment', your CTR is destined to be low.

On the other hand, if you use the keyword [random number generator] and your ad headline reads 'Random Number Generator', your CTR is destined to much higher.

AWA

[Jude]

Thanks for your replies, I grouped the keywords in 3 separate campaigns and made sure the ads' texts reflect the keywords - finally it's working.
I was about to give up - your input really put me on the right course :)