I am sure that you want to see good results from your ad, then I can tell you that it is extremely important that your ad contain the keyword that it is built around.

You can optimize your ad by placing your keyword in each of the three components of your ad: your headline, ad copy, and your domain name (if you can).

Here is an exsample with "baseball cards":

    Vintage Baseball Cards
    1000+ Baseball Cards 1952-2005
    Free Shipping on $50 Single Orders
    www.gotbaseballcards.com

(My own pay-per-click results have shown 50% more clicks on ads if the ad has the keyword in both the body and the headline compared to ads that don not!)

Plus you get an extra benefit of using your keyword in your ad because most search engines bold the keywords. Do here is the key -  if you want your ad to stand out, use your keyword in the title and description and you will get two great benefits from doing it:

    * Bolded keywords appear twice in your ad
    * Customers zoom in on EXACTLY the keywords they're searching on

But I have to tell you that there is an exception to every rule. Before you write you ad – always analyze the competition. Is every single competitor using the keyword in the title and description? If so, your ad may blend in instead of standing out. If this is the case, just use one or two words of the phrase you are bidding on.