1.   Use advanced and standard match types. Unless you are tightly restricted in budgeting terms, begin with match types set to advanced. Track your results and modify as necessary.
2.  Bid gaps can provide advantages. Until you are a large advertiser, do not blindly bid across all keywords. Instead, bid on a keyword by keyword basis. This is a great opportunity to save loads of cash!
3.  Be sure to use keywords in your ad text. This is of the utmost importance. Search bots look for relevancy in you ad text. You should ensure that it is there.
4.  Set your bids for double exposure. Set your bids lower for bottom of the page ads and double your exposure.
5.  Do not participate in bidding wars. Find an alternate route. Expand your keyword list to include targeted phrases that are relevant. You will get less clicks (which costs less) and make more sales! Why pay for non-targeted visitors.
Pay attention to your strategy. Analyze your performance on a regular basis to achieve maximized benefit.
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