Google AdWords Tip: Create easy to use and sort ad group structures. Instead of naming ad groups "black shoes", "white shoes", "boots", "t-shirts" and "sweaters", name the ad groups "shoes - black", "shoes - white", "shoes - boots", "shirts - t-shirts" and so on. This way, you can handle all products in one campaign but still sort them by product category by simply sorting them alphabetically which will help reporting enormously.
Google AdWords Tip: Work with custom Remarketing Lists. Instead of having one general remarketing list, create custom ones and target potential customers with different ads.
Google AdWords Tip: Perfect your negative keyword lists. Detailed negative keyword lists avoid wasting budget on unwanted clicks. Examples of keywords that should be negative for the vast majority of campaigns can be found online but should be customized. Typical negative keywords for new campaigns include "free", "comparison", "old", "used", "refurbished", "how", "what", "diy" and so on. Add keywords as you go along by regularly reviewing the search query report and keep in mind to add keyword match types.
Google AdWords Tip: Explore ad types. Test dynamic search ads, dynamic keyword insertion, video ads, banner ads and text ads to see what works best. Also consider to test different types of ads per week day or season if your campaigns get enough traffic to generate meaningful data.
Google AdWords Tip: Compare Google Search Network and Google Partner Network traffic. Something that is often forgotten with regular Search Network Text Ad Campaigns is that there are two different networks to run search campaigns on. Split test what works best for your campaigns instead of letting this one slide!
Google AdWords Tip: Set up bid adjustments according to the performance during different hours of the day. Instead of adjusting bids manually on a regular basis or setting up automatic bidding with a maximum cost per click, consider setting up bid adjustments according to how keywords convert at different hours of the day.
Google AdWords Tip: Set up bid modifiers on search campaigns for people who already visited your site. People who already visited your site might still have you in mind after they leave your site and you definitely want to keep it that way while they are researching your competitors and comparing prices. Target them more aggressively than first time website visitors with bid modifiers.
Google AdWords Tip: Integrate Google AdWords Remarketing with Facebook and Twitter. Instead of just running a regular remarketing campaign, create a Cross-Channel Remarketing Campaign that integrates AdWords with Facebook and Twitter.
Google AdWords Tip: Create Exact Match Campaigns for top converting keywords. Identify the keywords that convert most profitably or have high conversion volumes (depending on what your goals are) and isolate them by creating an exact match campaign. This way you can allocate budgets more effectively and monitor top sellers more closely.
Google AdWords Tip: Set up bid modifiers for the performance per state within the same campaign. Set up bid modifiers to have one bid per state for instance for the same keywords. The keyword "accident lawyer" might need a different bid in New York than in Montana.
Google AdWords Tip: Take advantage of video campaigns. Video campaigns are still cheap at the moment and typically convert well if the video is created according to these best practices.
Google AdWords Tip: Customize your AdWords columns. Add custom columns such as Impression Share and Relative CTR. Fully understanding how to interpret these metrics can give you the head start you need.
Google AdWords Tip: Import Remarketing Lists from Google Analytics. While you can link AdWords to Analytics, you can also link Analytics to AdWords (and no, the data you get is not the same, so linking both is necessary).
Google AdWords Tip: Increase your Quality Score by split testing your landing pages. There are a series of split tests you can implement that are specifically targeting the improvement of your AdWords Quality Score. While split testing ads is important, split testing the content, layout and design of your landing pages can have a significant impact that should be considered when looking for opportunities to optimize AdWords accounts.
Christina Baldassarre, Founder & COO Serial entrepreneur, shortlisted for Best Use of Social Media in a Search Campaign by the US Search Awards 2014, regular SEMrush contributor.