Google delivers a great user experience. That's why the world trusts Google.

That's why Google is a verb: "Just Google It!"

This means whatever you're looking for, if it's anywhere online, Google will find it for you. Google's #1 priority is to give it's users exactly what they're searching for.

If you're an advertiser, Google doesn't care if you have money to burn and you need traffic, if you can't give the user what they're searching for, game over.

This is why little one page websites with nothing but a headline and a contact form are not allowed on Google. Those type of websites don't foster a quality "Google Experience." They don't give the user any substance. This is also why Google LOVES quality websites that have lots of relevant content.

Google is Watching You!

Google keeps track of what people do on a website: Where they click, how long they stay or how quickly they leave. Their algorithms take all these details into consideration when deciding how much traffic you'll get. Learning what Google likes and doesn't like, is essential to staying in the game.

Pay attention to the Content Network Setting. If your leads seem to be very low quality, or you're cost per lead is very high, turn off your content network until things improve (campaign summary --> campaign settings --> content network (on the right)).

Your keywords should be divided into very "tight" ad groups. For example, all your keywords that have "entrepreneur" in them, should be in your "Entrepreneur" ad group (i.e. "become an entrepreneur," "how to be an entrepreneur" etc...)

Your ad groups only need to have 10-20 keywords each if you follow the last bullet point (not thousands like "the old days")

You should be in positions 4-6, no higher. If you are any higher than position 4, you'll be wasting your money on "Click-Happy" people.

The further back in the paid search you are, the less traffic you will get, but the better quality traffic you'll get.

Split-test your ads with only 1 variable at a time. Create 2 identical ads within each ad group. First split-test the title. Take the best title, put it in both ads, then split-test the 1st line. Repeat with the 2nd line, then the URL (yes the URL matters big time).

Split-test the order of words, the capitalization of words, and your domain, always playing 'beat the control.'

In your ads: Use a benefit-driven headline and first line, and a feature-driven second line. Remember, your prospect only cares: What's in it for them.

30-40 clicks is the minimum data required to determine results of a split-test.

Don't make major changes to your Google campaign more than once or twice a week. Let the changes settle into your campaign and give Google a chance to give you accurate data. (The only exception is if you're over-spending heavily).

To get more traffic, add more ad groups and keywords

Use [ ] and " " around your keywords. Don't use "naked" keywords.

I highly recommend all of Perry Marshall's materials. Aside from being an expert in Google, he provides a wealth of valuable information about business in general. He has plenty of free material on his website: www.PerryMarshall.com. His book The Definitive Guide to Adwords is excellent.

WordTracker.com is considered to be the most comprehensive up-to-date keyword research tool available. Use the lateral thesaurus they offer to create your ad groups.

Those are just a few tips and tricks to help you with your current Google campaign.