5 Basic Ad Copy Testing & Optimization Elements:
1. Static Ad Copy: If Ad Group, & Keywords are tightly knit, try using Ad Group Name ad Title or in the Body. Also, depending on the Account Structure used by you, you could use the Keyword as the Title. It is good practice to use at least [...]

Elements of Landing Page Testing
1. Search Engine Optimization (SEO): It is good practice to design Landing Pages that are also Search Engine friendly. Keep in mind all basic SEO tactics when creating a landing page - this will help in CTR, Avg. CPC, & overall Conversions and not to mention help drive organic traffic to [...]

Match Type Testing:

Before adding all three - Broad Match, Exact Match, and Phrase Match into the account, I usually start with only Broad Match & Exact Match - Refer to Quality Score post.
Max. CPCs for the two Match Types at that time can be set based on Google’s suggestion or depending on your business logics [...]