Since February Inside Adwords has been running a series of articles by Stephanie Lim about Adwords Optimization, here are links to the full set.
AdWords Optimization Tips: Part 1 - Assessing Your Industry and Audience
Helping you to understand your competition and Customer base.
AdWords Optimization Tips: Part 2 - Assessing Your Website and Goals
Evaluate your website and define your goals.
AdWords Optimization Tips: Part 3 - Account Structure
Use the information gleaned from Part 1 and Part 2 to structure your Adwords account.
AdWords Optimization Tips: Part 4 - Keyword Basics
General keyword advice and formatting, core keywords, and keyword variations and modifiers.
AdWords Optimization Tips: Part 5 - Beyond Keyword Basics
Refine your keyword lists to increase efficiency and conversions.
AdWords Optimization Tips: Part 6 - Ad Text
A guide to improving the quality of your ad text.
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