1. Continuous Ad Testing



Both the AdWords ad and the landing page elements should be constantly split-tested, using the standard chi-squared formula for statistical significance. This means you ALWAYS have 2 ads running, one the control, and the second an attempt to beat the control... and you declare a new control as soon as sufficient clicks have been collected (according to the chi-squared formula) to prove one ad superior to the other.

Although time-consuming for the average advertiser, Professionals use proprietary tools to accomplish this for their clients.

3. Keyword Research

Have you looked at the keywords being used by your top 5 competitors, as well as the top ranked websites in the organic search results?

A lot of lower-cost traffic can be had easily by building lists of 6,000 or more keywords using strategies like this, and others. This is a critical foundational step to success!

Professionals often use proprietary tools to ferret out these keywords.

Likewise, you should be testing all 3 match types for each of these keywords, as they often produce vast differences in ROI (return on investment).

3. Proper AdWords Ad and Account Structure

In today's pay-per-click environment it's absolutely critical to include your precise keyword in your ad and on your landing page... which usually means very tightly-focused ad groups.

The time it would take most advertisers to sort through a 5,000 word keyword list to accomplish this is usually prohibitive, which is why so many look to the Adwords Management Companies for this critical task.

Getting the best return on investment also means adding conversion tracking down to the keyword level, as well as separate campaigns for the Content Network, and regular adjustment of bids.