The Bing – Yahoo search deal I think is a good one for both searchers and also advertisers…In terms of Google’s competitive position, I just cannot see this deal hurting Google…
Remember ad text basics: highlight the advertiser value proposition; incorporate relevant ad group kw’s within ad text; use a compelling offer (e.g. $10 off purchases of $50+); and include a call-to-action or implied call-to-action (e.g. Learn how to improve your PPC campaigns – Free white paper).
A simple account structure benefits day-to-day navigation, management and bid optimization. Consider separate campaigns for breaking out geo-targets, differentiating between different target metrics, or for reporting purposes. Always run Content campaigns separately. This is acknowledged best practices, since Content is an altogether different medium vs. Search.
Download and use AdWords Editor (AE) for: bid optimization; ad creation and optimization; creating new campaigns; adding kw’s in bulk to multiple campaigns and ad groups; modifying destination URLs for conversion tracking, and much more. Download AdWords Editor here.
Start simple and small, and go where the data takes you. PPC is an iterative activity. The data determines next steps. If you started with one campaign composed of five ad groups, expand the ad groups that show click and conversion activity and leave the others for later. Over time, advance to complex and large. [...]