•    Aggressively bidding on your Brand to ensure competitors do not highjack traffic intended for you.
• Bidding for direct competitor brand terms.
• Building dedicated Landing Pages or campaign sites specifically designed to convert PPC traffic
• Deep linking keywords to relevant content, services or products within the site as opposed to just delivering traffic to the homepage.  
• Effectively using negative keywords to eradicate irrelevant traffic and improve click through rates (CTR) and quality score.
• Ensuring that the ad copy is included in the copy on your destination Landing Page.
• Ensuring that the seed keyword in each Ad Group is contained in the Ad Copy
• Excluding search network partners delivering fraudulent or irrelevant traffic.
• Fighting for the #1 spot for keywords BECAUSE of their return on investment (ROI)
• Constantly honing in on your search terms.
• Producing portfolios of search terms that include tens of thousands of keywords as opposed to hundreds
• Separating Content campaigns Search campaigns
• Testing  Ad Copy performance according to conversion not just CTR
• Using creative and attractive ad copy with a strong call-to-action
• Using geo-targeting
• Using numerous tightly relevant Ad Groups
• Using seasonal Ad Copies
• Using sophisticated campaign Tracking and Analytics

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