Managing a Paid Search Campaign even for a seasoned paid searcher can be overwhelming at times and one can easily forget some important steps and best practices. I usually follow the following steps when either managing or setting up a new campaign:
Step 1

Identify Objectives & Goals of PPC Campaign
Keyword Research
Create Keyword Themed tight Ad groups
Estimate [...]

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 [...]

Features of Hybrid Account Structure:

Multiple Ad Groups with one Keyword and one Match Type only per Ad Group - Caution: due to the repetition of the same Keyword in different Ad Groups, Keyword Destination URLs could be repetitive; if not being added already, it would be good practice to add a unique identifier at the [...]