Increasing % Share on a campaign

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I have focused on long tail keywords using the [xyz], "xyz" & +x +y +z approach (sorry cant remember adwords terminology for this).

I have twinned this with keyword bidding. My aim is to get an average position between 1.5 and 3.0 on my add.

The adds themselves have text relevant to text of the landing page so relevance is high....All good.

In fact my bidding is so tight I get warnings that the bid is below 1st page bid, but my results show high average position.

But then I looked at "% served" under the campaign and found it was pathetic. What determines "% Served" - is it primarily keyword bid.

In other words I have optmised keyword & bid, so that when my add shows it appears as one of the top 3 appearing ads, but find that my add shows only 10% of times when this keyword is entered. Is there anything I can do to increase % served.:ambivalence:
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