You will see below the 10 most important golden rules when working with Google Adwords.
You must ensure you are getting into the Top 3 positions on Google, these adverts receive over 80% of all the traffic.
Google apply a default score of 6/10 for each keyword that you create, the lower this score the more the advertising will cost you, if you drop to 4 or below Google will stop showing your adverts. It's a complicated area but ensure your landing page is relevant and the quality of your content is first class.
A common problem is businesses writing lots of keywords against just one advert.....wrong. Write one advert to a maximum of 10 tightly associated keywords. This will keep your keywords and adverts extremely relevant.
Create at least two adverts for each group of your keywords, test these and then replace the poorest performing advert with a new one, repeat this process throughout your whole campaign and the results will keep on improving.
When creating pages for your website, ensure that every product and service has it's own separate page, this will allow Google to see it and index it accordingly with the result being a higher ranking listing.
Use Google's keyword planning tool to assess the potential level of traffic that you might receive, it will also help you with keyword ideas.
Site Extensions can be used to make your advert much larger, typically the advert is extended with - Contact Us - Meet The Team etc...these significantly improve on your click through rate, use them.
If you are advertising with either Broad or Phrase matching, then it is essential that you use negative keywords. A negative keyword will stop unwanted clicks and therefore save you money.
You can target your adverts to appear wherever you want within the UK, typically most companies will advertise locally to their business, you can do this by selecting your Town or City and then select radius marketing, say 25 miles and the advert will appear within 25 miles of your location.
Concentrate your budget on a selected group of keywords. This will allow you to get a better ranking and more importantly get a return on your investment, a common mistake is to spread the budget too thinly.