The keywords determine when the AD gets displayed, and the bid is used for priority when multiple ads have the same keyword.

关键词将决定何时显示广告，而报价用于在多个广告拥有相同关键词时确定排名顺序。

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Then customize your ads to each ad group, making sure to include the keyword in the ad (preferably in the headline).

然后，对每个广告组进行自定义，确保广告中要包括相关的关键词（最好是在标题中）。

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Set up measurable goals, such as increasing CTR by 2% and reducing costs by 5%, then complete the keyword research, write AD creative, and define compelling offers.

制定可测量的目标，例如增加2%的点击率并减少5%的成本，然后完善关键词研究、让广告更有创意、提供更富吸引力的优惠。

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Its algorithms can sort through more than 10 billion variables in seconds to decide whether, or how much, a client should spend to lock up an ad keyword.

FORBES: The Keyword Keeper

Siminoff was drawn to Efficient by its ability to cut the growing complexity of ad-keyword auctions.

FORBES

It provides good ad targeting to advertisers, consumers often find keyword ads relevant to their interests, and (as I explain here) cost-per-click (CPC) keyword advertising nicely shares the risks of ad performance between advertisers and publishers.

FORBES: With Its Australian Court Victory, Google Moves Closer to Legitimizing Keyword Advertising Globally