Here's a few things that I did to help improve the traffic on my site:
1. I recieved some great tips by calling the support line who helped me optimize my ad and helped me get a better ROI.
1-800-518-5689
Hours of operation: 6:00 A.M. to 6:00 P.M. PST
2."You can use dynamic text
(A word, phrase, or other information that is inserted into the title
or text of an ad to customize it in response to a specific search
query.) to make your ad's title, text, or display URL (The Internet address that customers see in an ad following the ad text.) display keywords that match, or closely match, the text that customers type for their search queries."
You can get the full how to on dynamic text from https://adcenter.microsoft.com then choose "support" then "Improving Your Campaign Performance"
Hope this helps :)