3 simple ways to increase your Adwords click-through rate (CTR):
> Include a promotion in your ad.
> Make sure your main keyword is displayed in your ads’s URL path.
> Put a period at the end of descriptions.
Easy, right? Apply these changes and see watch your CTR improve.
Want to add custom PHP funcitonality to your WP site?
Start with the functions.php file in your active theme, it’s the safest place to put functions that will effect your site.
If you think the function can be used on multiple sites or themes, then creating a WordPress plugin may be your best option.