Firstly, I always disregard what Google Adwords recommends as the estimated daily budget and Cost Per Click. To be frank, I bid higher than they do on estimated daily budget and get bulk impressions. I rarely bid more than 0.50 per CPC and usually do OK. Of course, you have to keep a close eye on some campaigns and adjust the daily budget downwards if needed so that you don't overspend but this doesn't happen too often!

In my ad campaigns I try to stick to long tailed keywords. But I do choose a few popular shorties and preface them with "Buy", "Purchase", "Order" or "Pay for" e.g. "Buy online marketing ebook". People who are ready to put their money down will use search terms with the above words in them.

I make sure that I use broad, "phrase" and [exact] match and also negative keywords like -free (to get rid of the no money crowd).

One word that I love to work into my campaigns is "Scam"! It is such a red flag term that attracts attention from a lot of people. I put it into the title quite often.

In my adcopy I try to start every word used with a Capital to display emphasis. It looks a bit better.

In my ads I mention the price of the product I am marketing and even put the price into the title to inform the buying public of exact details!

For my targeted countries I never choose the whole world as Google doesn't do ad translations. My selections are usually Australia, United States, United Kingdom, New Zealand, Ireland, South Africa, Canada, United States Outlying Islands and Papua New Guinea. English speaking nations to match my adcopy! Sometimes I target my ads at specific regions of specific countries and this seems to improve my CTR (Click Through Rate), not sure why?

I use a 'call to action' in my ads like "Order today", or "Buy Ebook" to prompt people to do something!

One thing I find useful is to include a question in my ad, something like "Are You Sick Of Being Fat!?" I want the consumer to answer to themselves and read further for my solution!

If I am promoting a brand new product, say from Clickbank.net I add NEW in the title and guess what? Google doesn't seem to have a problem with this like they do with punctuation in titles. It makes the ad stand out and tells people that this is an offer that they probably haven't seen before!

I don't always jump on the hottest products on Clickbank.net to promote. Something with a gravity from 60-100 seems to be the best ones for a Adwords campaign. I keep my adcopy and common keywords very relevant to the adcopy on the sale's page and this usually pays dividends! My Quality Score is much better for doing this. By common keywords I mean that all my keywords in a campaign share a word or a phrase. All of them!! e.g. Money making business, "Money making business", [Money making business], Onlne money making opportunity, "Online money making opportunity", [Online money making opportunity], Money making business, "Money making business", [Money making business] and I chuck in -free to rid any no cost searches.

In my ad for the above keywords I try to use the common keywords "Money making" in the title of the ad and in the lines further down too! Google boldens these words in my ad when a search is done and it make them stand out a lot more!

I try to add interest and excitement and occasionally even shock value into my ads to attract more interest. One ad campaign I had "Serial Scammer Killer" in the title and attracted a large amount of interest. It is arresting and a little controversial!

In all of my ad campaigns I make it a habit to have a maximum of 20 keywords. No more than this. 20 gets fleshed out to 60 keywords when you add "phrase" and [exact] matches. And of course the ubiquitous -free.

I never try to get the top 2 ad positions as these two often get clicked on a lot by the curious and information seekers. Every click costs and it soon ads up. I do try to have my ads on the first page in position 3-7. If a searcher scrolls down the page looking at ads they are usually more pre-qualified to buy the further down the page they look so the serious buyers are more like to see my ad and if it stands out well then they just might click on it!