THE STREET -- Jan 24 -- Must-make resolutions:
1: Improve Campaign Maintenance - Revise keywords and ad text regularly.
2: Organization Is Key - Don't have hordes of general terms in one group -- split them into smaller offerings so your ads will be more relevant and earn easy brownie points from the search engines. A higher quality score equals a lower cost per click.
3: Get Creative With Your Copyrighting - Do a Web search for your competitors and you're sure to come across a slew of almost identical ads. Stepping away from the crowd takes imagination, but it can bear rich rewards. Be imaginative with language and differentiate. Use ad rotation features to test more creative offerings while still showing established ads that have worked for you in the past.
4: Get Mobile - As of April 2006 there were ~208 million cell phones in the U.S. Use Google (GOOG - news - Cramer's Take) AdWords mobile advertising. You don't need a mobile Web site to run a mobile pay-per-click ad. You can connect the browser directly to your business' phone number.
5: Look Into Video - Create a video ad and start planning your directorial debut now.
FULL ARTICLE @ THE STREET
