If you manage PPC campaings on MSN AdCenter or Google Adwords here is a check list that will come in handy:
- Test ads in ad group customers
- Tes ads in ad group new stuff
- Find negative keywords
- keyword research
- Set Bids
- Add Ad Extensions & Call Extensions
- Delete or pause underforming keywords
- Check URL is going the a specific landing page
- Write specific ads for new keywords and ad groups
- Use adPlanner to find new targets
- Make you ad campaign mobile
- Use the appropriate match types
Source: seomoz
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