In an interesting post, John Ellis points out the "Seven Habits Of Highly Effective Pay-Per-Click Advertisers".
A brief introduction to the Seven Ways to score include:
- Separate Content from Search: "The separation provides much more insight into what is working, and more importantly what is not working."
- Control spending by adjusting bid amounts, not daily spend budget
- Create a negative keyword list
- Conversion matters, not click-through rate (CTR)
- Avoid #1
- Bid Exact, Avoid Broad
- Good Analytics
Guidelines may differ from advertiser to advertiser. However, this gives a clear headstart to effective PPC advertising.