Getting Started:
Keep costs low by relevance and quality score
Campaigns for each product / brand
determine which locations are most profitable
Highly specific ad groups
get rid of low performing keywords
Broad match: high expsoure, less relavance
phrase match: “matched with potential additions”
[exact match]: nothing else is added
negative keywords: -not this or -this
broad match modifier: +no synonyms on match
clear call to action
Adwords Optimization