Do not be attempted to compete for top position. Always be conscious about CTR & ROI. Try other positions and only pick up the one work for your ad. Select a focused, similar group of keywords and separate them in ad groups, single keyword for each ad group. This way works better to wider variation of keywords and multiple keywords for each ad group. Try different creative methods, such as, misspelling “italianpizza†“friedchicken†… these misspellings are economical and can be used to target those consumer who may not use the language as mother tongue. ROI on these keywords can be considerably surprising. If you are not certain about the ROI, set up daily budget from low, watch closely chosen keywords performance, then increase your daily budget according results. If you have long term strategy, track conversion consistently for a month from beginning, using Google conversion tracking codes to track impressions, clicks and CTR. Exclude keywords which do not perform and invest more in those who do. Remember CTR does not reflect ROI directly. If you do not eye at long term, you may more concentrate on ROI. Use negatives to filter out unwanted clicks. If you have a online shop to sell your products, the negative –free will stop those who are looking for free products. This is effective especially when you use broad match. Geo-target is another effective way to narrow audience. Google has this option for campaigners to set up targeted regions for campaigns. For some products or services this geo-target option can make significant difference. High bid tactics. Bid top position for instant clicks. If there was £1.25 for a keyword top position, you could bid £1.30 for about a week, and then you would see the minimum bid was dropping to £0.50, you could now reduce your bid to £1.15 and maintained your top position because of quality score. The minimum bid could drop further gradually, say, to £0.25, your bid could drop again and again to £0.40 in line with your quality score. Twist adcopy to make it unique and interesting. There is evidence that a unique ad may have a CTR in excess of 10% to well written ad. Examples a. Largest auto parts stocks At competitive prices Swift delivery http://www.yourdomain.com b. Largest auto parts stocks Lowest price – order now http://www.yourdomain.com The b. shows how white-space can be used. …