15 Oct 11 9:22 pm
Monitor and try and improve your keyword quality scores and campaign impression shares.
Make sure you report and analyse by Google Search, Search Partners, and Display Network.
Use exact and modified broad match, and don't bother with phrase and broad.
Make sure you change Advanced Location targeting to exclude "search intent".
Check the Search Term report to find out how people are searching. If you get a sniff that people are searching by, say, zipcode, then do EVERY zipcode that the business covers.
One keyword per adgroup... (of maybe the exact and modified broad in the same adgroup).