Previously I has said that you shouldn’t use broad match in AdSense campaigns. While I still lean in that direction, it would be more correct to encourage you to test both phrase and broad match and then base your decision on hard conversions data. (more)

An excellent article on this topic: Google AdWords Marketing: Exact Match Bidding

Make sure your Google Analytics & AdWords accounts are linked by March 3rd, 09

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I have blogged about this breaking Adwords campaigns up before, but recent events merit revisiting this approach to PPC management. While employed as a in-house marketing manager, I was faced running campaigns that included some very high-cost phrases (in excess of $10). This select group of phrases appeared to be the only words that were converting. We measured demos, and trips to the contact page as conversions. We received conversions only once out of eight or nine clicks (at $10/click a conversion cost $80 to $90). Moreover at $10/click, I was quickly exhausting my daily budget for few paltry conversions. This was clearly a chicken and egg scenario, I needed leads to get sales, but I needed sales to pay for generating leads. (more)

It is important to know how Google views your site, because if Google has the wrong impression, you will get traffic with high bounce rates. High bounce rates equate to low search engine relevance. You need to know that relevant terms are being found so you can locate any ‘offending phrases’ and eliminate them from your pages. (more)

The key to increasing site relevancy is to have relevant content. In a recent exercise for a client, I was looking for industry terms and phrases to use for a marketing campaign. I used Google’s keyword tool that examines your site for relevant phrases and produces a list of grouped terms from which you might build a AdWords campaign. (more)