Here’s a little trick for increasing your paid search results for all of about $10 per year.
Test different URLs. For instance, a company selling xeriscape plants might test www.TheirCompanyName.com against a URL that tells a story like www.DroughtBustingPlants.com, which redirects to the appropriate page of the main website.
I picked this one up from PPC expert Howie Jacobson, who in turn credits Glenn Livingston. They report that such changes an double the click-through rate, since prospects perceive it to be more relevant to their search.