Point me to Best Resources on Increasing CTR!

[bigdealioo]

Free or paid. E-books are fine.

[QualityNonsense]

Andrew Goodman's Winning Results with AdWords is a favourite of mine for newbies. If you've been using AdWords for a while, it'll be less use.

The forum library [webmasterworld.com] is a good starting point.

[RhinoFish]

Here's an excellent free report:
[marketingexperiments.com...]

In your work to improve CTR, ad copy is important, but the keywords and matching types (including negative keywords) will make a much larger difference in your CTR (and therefore your costs and your position). Don't let you ego encourage you chase every possible (peripheral) click that may occur, go for the most targeted ones and your ROI goes way up, CTR goes way up, positions go up and costs go down.

[trannack]

Excellent advice from RhinoFish. Try to keep your adgroups focused and to the point. Experiment using perhaps three different ad texts to find the best one. Smaller adgroups with a very defined text ad seems to work best for me. And Rhinofish is quite right don't get too carried away bidding on every permutation you can think of - looks like an MFA site then. Good Luck

[QualityNonsense]

Don't forget Google's excellent AdWords help center [adwords.google.com].