Google uses contextual ads in their publishing, so making sure you are staying on-target and using LSI terms throughout will definitely help.
This is just basic SEO, but:
H1 tags (title tags/bold headers - on HP it's the title of the modules)
Any bold text
tags (as mentioned by Riece)
Your content (using LSI terms really helps)
All of these need to have your keyword phrase and related (Latent Semantic Indexing or "LSI") terms.
To find your LSI terms, you can Google search your keyword phrase(s), and there will be a suggested search term block in many cases at the bottom.
Or you can use the Wonder Wheel from Google - just Google it and you'll see I'm not kidding - this will bring up an amoeba-looking diagram blob thing, with your term as the central hub or blob.
The other terms around it are the LSI terms.
Google assumes you're going to include a fair smattering of these in order to be on topic.
It happens naturally, but just to be safe you can make sure your ads will be most relevant.
Also, try to avoid any colorful idioms and what not - you might give Google the impression you're trying to rank for "holy cow, Batman" when you're just being creative.
Use Google's keyword research tool to find other keywords for your topic, and stick with just 2-3 a hub max (you can use as many LSI terms as you wish, but be focused to have relevant ads).