I wrote this somewhere else, but I'll repeat.
The key of the AdWords positioning is the QS - Quality Score. QS depends a lot of factors, but the most important are:
- relevancy between text and targeted keywords
- relevancy between the landing page and the targeted keywords
- good CTR
So, you have to create separate ad groups to different keyword baskets, create a few texts withing these groups, and split test these texts.
And, when you start the campaign, you should bid higher than normal - to capture a good initial position. When the users starts click to your ad, you can lower the bids (because from CTR, your ad will have more QS).
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