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1. Test - Even a finely tuned account can typically be improved. You may have keywords that are no longer driving quality traffic, ad text that is getting stale, or landing pages on your website that aren't converting. Google AdWords lets you experiment with everything from new keywords to different ad text to different landing pages. If you're not testing, you may be missing out on opportunities to increase your return on investment.2. Evaluate - As important as testing is, it's also important to measure the impact of your experiments on performance. Trust the results you see and make changes that can help you achieve your goals, whether they are to increase traffic or conversions. Online advertising is trackable and your AdWords account provides a lot of insightful performance information.3. Iterate - AdWords has many more features than it did five years ago. To achieve the best results on your campaigns, you'll want to do more than just create an account and forget about it. Running a successful account requires time and attention. Once you have evaluated your tests, you may find that it's time to start over and do it again.
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