Excerpt from: Don’t Waste Money on Google Adwords
You increase your keyword clicks in Google AdWords by choosing more relevant keywords, raising your bid, or strengthening your ad copy.
When you look at your ad campaigns in the Google AdWords campaign manager, under the keywords tab you will see impression and click statistics for your keywords. Keep in mind that your keywords themselves are not actually getting impressions or clicks. This simply refers to the impressions and clicks of all ads associated with your keywords. So when someone searches your keywords and your ads are triggered, Google calculates impressions and clicks by keyword.
If you keywords are not generating any clicks, it could simply be that your keywords are not generating enough ads. You’ll know if that is the case, because you won’t see many impressions either. This likely means that your keyword quality score is low or your bid is too low for your keywords to trigger ads. You can improve your quality score by choosing keywords that are more relevant to your ads, adding keywords to your ads, and using search engine optimization to incorporate keywords into your website landing page. If your bid is too low, simply raise your bid to something that is more competitive.
Another reason your keywords aren’t getting any clicks is that your ad copy isn’t compelling enough. In this case, your keywords are generating plenty of impressions, but your ad copy isn’t inspiring anyone to click on your ads. See the section on how to improve ad copy on this website.
To learn more about the proven techniques for increasing keyword clicks in Google AdWords, read Don’t Waste Money on Google AdWords.