it's quite tough to get relevant ads sometimes. but here are all the things that have worked for me so far...
1 -- Don't overlook the obvious


Make sure your <title> tag contains your keyword, preferably at the start of the sentence

Make sure your meta keyword and description tags are properly filled out

Make sure your <h1> tag contains your keyword

Put your keyword at the start of the first paragraph, and sprinkle it throughout the rest of the body

Use a few <h2> and <h3> tags with variations on your keywords - but don't overdo it

Use <strong> <em> <b> and <i> tags to give weight to your keywords - but don't overdo it

2 -- Include keywords in the link text


Split your essays up into several pages, and then link to them using your keyword. eg: if you have a page about Man chester Utd (boo!) then link to a page of stats using 'manchester united stats'. Include 'manchester_united' in the filename as well

Use the title="" attribute within the links. eg: <a href="manchester_united_stats.html" title="Manchester United stats">Manchester United stats</a>

Make sure that you link to one or two pages on the web that describe exactly the same subject - from the same page. Make sure they all have a high google pagerank. Remember to use your keyword in the link text as well

3 -- Include some images


Include one or two images about your keyword. Make sure their filenames include your keyword

Remember to use the alt="" and title="" attributes on every image - including your keyword, of course!

4 -- Use Google's special tags


Help Google by using their special page tags. Include <!-- google_ad_section_start --> and <!-- google_ad_section_end --> around your content

Tell Google what to ignore by using <!-- google_ad_section_start(weight=ignore) --> and <!-- google_ad_section_end(weight=ignore) -->

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