Keywords & Bids: You Bid for Broad, Phrase, and Exact Match Type Wherever Possible You Have Included Singular and Plural Versions of Your Keywords. You Filter Your Traffic With General Negative Keywords on the Campaign Level, but with More Precision on the Ad Group Level. You Tier Bids by Match Type, so That Exact Match, Then Phrase Match Receive the Highest Bids You Make Use of the Search Query Report or Visitor Data Campaign & Ad Group Structure: * You Have Separate Campaigns for Content and Search. * You Have Additional Campaigns for any “Other†Types of Non-Traditional PPC Advertising * The 5 to 10 Keywords That are Responsible for the Majority of Your Traffic Have Their own Ad Group(s). * When Building Content Campaigns, You Use Substitute and Complementary Keyword Ad Copy: * You are Very Aware of Your Target Audience, and You Have Conducted Primary and Secondary Research to Understand How They Use Search. * You Use a Broad Methodology for Testing Themes and Phrases That Resonate, but Switch to A/B Testing for Further Improvements. * Make Sure You “Rotate†Ads When Testing New Themes, & Disregard CTR * Distribution: * You Opt in (or out) of Google Search Partners Appropriately. * You Use Ad Scheduling and Ad Planner Effectively (or not at all). * Tracking Results & Conversions: * You Collect Leads and Data into a CMS. * You Use Additional Analytics Tools Wherever Possible. * Stay Focused on ROI. * Keep an Eye on What Your Competitors are Doing. Miscellaneous: * Keep on Track of Industry Buzz, New Betas, and What the Best of the Best are Doing. * Be Proactive, not Reactive. --------------------------------------- http://www.seoindia.mobi