1. Segmentation of keywords and adgroups is essential
2. Increasing CTR does not always equate to increased conversions (though it does most of the time)
3. Lowering click cost does not always increase ROI (though it does most of the time)
4. Specials symbols ® © $ + ! ? & non-word characters draw eyes to ads + add credibility in some cases
5. Start building campaigns with exact matching for all your keywords
6. After setting up exact match keywords, slowly transition to phrase matching where appropriate
7. A negative keyword list should be no less than 200 keywords or keyword phrases. More is great.
8. After negative keywords are in place, slowly phase in broad matching to collect good phrases you don’t yet bid on
9. Ad copy that focuses on benefits will often outperform copy focused on features (but not always – so try both and measure)
10. Separate search and content network campaigns as a requirement when setting up a campaign
11. Don’t start off with your bids set at the minimum
12. Test ad copy like there’s no end to the possibilities or profit
13. The fewer keywords in an adgroup the better
14. Landing pages carry most the burden of converting the click. Text ads carry the burden click generation.
15. Campaigns often benefit from being structured around the time of day, the day of the week or by seasons
16. Don’t make ad copy decisions with limited data or think that you know what works best (you don’t until you can back it empirically)
17. The first two weeks are sometimes the most expensive and stressful. But, hang in there.
18. Avoid heavy-handed, turbo-charged, mind-boggling language in ad copy. Be geunine and precise.
19. Master vs. learn. Transform vs. change.
20. The imperative voice is often an effective copy tactic:

Double Your CTR
Master click appeal with 20
proven copy writing tactics

21. Copy with specific means to a particular benefit or solution will often outperform copy for a free offer:

Double Your CTR
Master click appeal with 20
proven copy writing tactics

vs.

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Learn the secrets of click appeal
Download a free ad copy guide

22. “You need to” is a phrase worthy of testing. You need to test this phrase in your ad copy.
23. People love secrets. “Secret” is a word that often gets attention. Secrets more than not generate clicks.
24. Have you “exposed” anything in your ad copy? If not, put “exposing” to work for you.
25. Experiment with capitalization. Use it for emphasis, and don’t overuse it. Highlight the important keywords only.
26. Avoid {Keyword: Dynamic Keyword Insertion} until you understand it well, at which point you probably won’t use it.
27. {keyword:keyword insertion} = keyword insertion
28. {Keyword:keyword insertion} = Keyword insertion
29. {KEYword:keyword insertion} = KEYWORD insertion
30. {KeyWord:keyword insertion} = Keyword Insertion
31. {KeyWORD:keyword insertion} = Keyword INSERTION
32. {KEYWORD:keyword insertion} = KEYWORD INSERTION
33. Experiment with active and passive states. Let the product empower the user in one case. Let the product actually do the work for the user in another.
34. Focus on ROI and not CTR
35. Landing page load times aren’t as important for Quality Score as they are for the usability that encourages the engagement required for conversions.
37. Try ending ads with “…”
38. Try “+” vs. “and”
39. Try “$0” vs. “Free”
40. “Save $” vs. “Save Money”
41. Try “&” instead of “and”
42. Ask questions in your ad copy
43. If you can determine a target CPA or CPT (Cost Per Aquisition or Cost per Transaction) try conversion optimization over manual bidding
44. Use analytics to find negative keywords. Use keyword suggestion tools to find negative keywords.
45. Create adgroups containing typos and mispellings, which usually have reduced competition and CPC
46. The phrase “keyword typos” has 260 potential typos for the phrase, these don’t include permutations, such as “key word” or the reversal of the words, as in “typos keywod”
47. Create landing pages that lead with and highlight the keywords the user has search for
48. Inlcude the exact keywords you bid on in your add copy whenever possible
49. The user’s search keywords correspond to the keywords your bidding on which should then correspond the keywords in the ad copy and finally the keywords on the landing page
50. Segement poor performing keywords into their own ad groups and experiment before retiring them
51. Include the product price in the ad copy if the pricing is competitive
52. Use SEO to augment your keyword presence and brand visibility in tandem with paid search
53. Use data from SEO to understand your audience and keywords more comprehensively. Do the reverse, too.
54. Give away free stuff like compelling downloads. Don’t give away anything lame. Make it worth the time.
55. Use the Adwords Editor to save time by editing in mass
56. Pay close attention to the ads of competitors. Learn all you can from them.
57. Start strong. Overpay and overbid to quickly get a higher quality score which increases your CTR and lowers minimum bids.
58. Avoid migrating a campaign from a an established account (one with performance history) to a new account (one with no performance history). The loss will be substantial.
59. Track conversions. Track conversions. Track conversions.
60. Use Google’s Website Optimizer to improve your landing pages
61. Use this phrase in ad copy “Did You Know that [Keyword] Could [Insert Benefit]”
62. Be specific. Use exact numbers, like “15,786 reviews” instead of “15,000 reviews”
63. Utilize the Mcafee Site Secure icon with ad copy. The Mcafee icon appears provided the website has a Mcafee certificate and the end user has site advisor installed.
64. Offer Google Checkout – By offering Google Checkout payment gateway, the ad copy will display a colourful Google Checkout icon which stands out.
65. Include a phone number in your display URL, for example:

3-Day Red Shoe Sale
Red Shoes Up to 85% Off
Save $ on 26 Brands + All Styles
www.RedShoes.com/800.736.5403

66. Use free tools such as the following to improve efficiency:

http://www.mikes-marketing-tools.com/adwords-wrapper.html
http://tools.ppcblog.com/spelling/keywords-typos.cgi
http://tools.ppcblog.com/keyword-research-tool/
http://tools.ppcblog.com/ad-generator/
http://tools.ppcblog.com/keyword-list/generator.php

67. You have to be able to at least estimate the following before you can know the right price to bid.

* conversion rate data
* profit margins
* lifetime value per customer

68. Use tracking Google’s tracking URL capabilities to capture the keywords and network segment that generated each click:

http://www.sitename.com/buy-now.shtml?src=adw&sid={ifsearch:S_}{ifcontent:C_}{keyword}

* adw is used in the URL to denote google as the source. Just as easily you could enter G or Google or something similar.
* the {ifsearch:S_} and {ifcontent:C_} place an S or C before the keyword to indicate whether the source was search or a content site.
* {keyword} inserts whatever the keyword was.

69. Consider phone call tracking.
70. Track all important user actions – not just sales. Newsletter signups, review contributions, free downloads and form submissions all make good candidates.
71. Validate all destination URLs in your campaign on a regular basis. You pay for clicks even if your page is not accessible.
72. Work the recent events and seasonal angle, especially if you’re selling gift cards or flowers – even if you sell industrial supplies.
73. Gaurantee your product or service. Do so prominently.
74. Price match.
75. Offer coupons and discount codes.
76. Offer volume discounts.
77. Solve real problems.
78. If selecting your geography by state, make sure to select all of the cities and areas within the state, and not just the state. Your ads will contain the state of the user, but not if you use the global state selection.