Relevancy increases return on investment
If you haven’t seen Blake’s Hidden Gem o’ the Week at the Inside Adwords blog, do yourself a favor and check it out. While the hidden gems are often very simple, they’re also things that can be easily overlooked. This week’s gem is related to improving click through rates on your ads by making them more targeted. This can be a tedious and time consuming process, of course, but the pay-off is well worth it.
To make things easier, says Blake, you should understand how Adwords accounts are structured. The FAQ page, cleverly titled How is an AdWords account structured? should get you started in the right direction.