Internet Marketing Best Practises

I am doing a lot of tweaking on Google AdWords.
I spend USD 50 000 – 100 000+ per year on AdWords.
Some things I have found - sharing it under the "what goes around, comes around" principle:

- Anything "free" will always give a high click through rate.
- "FREE" is better than "Free", and much better than "free". Use capital letters when allowed.
- First letter in domain name shown should be capitalized, www.Runbox.com not www.runbox.com.
- You might even try capitalizing the first "W" and the "C" like this Www.Runbox.Com.
- In display URL I have not yet decided on having a slash "/" after the URL or not. Need more data.
- Try many ad variations, make new and delete non performing.
- Be sure to delete the ads that are not working so well to improve the average click through rate.
- Putting the price in the ad will send much fewer, but much more high quality clicks. But, the campaign will be less efficient, this is a paradox with AdWords. They will somehow fix that I ams sure, but for now a paradox you will have to work with.
- Use the actual key word people search for in the ad header. Repeating it works fine.
- As allowed get a call to action in like "click", "easy", "yes" etc.
- Old deleted campaigns are gold, revitalize them with new content. Google cares about old stats.
- Do not pay more than 15-20 cents per click. It is usually not worth it.
Cap your clicks at USD 0.15 and improve them, you will see the price gradually drop after a few days. The better you make them the lower priced they get - it's amazing.
- Make many campaigns and improve them individually.
- Separate USD/UK/Australia from "Rest of the world". As a rule of thumb a click from the first group is worth twice as much as a click from the second (many exceptions naturally).
- Be careful changing ads with good stats, you might loose the stats history.
- Use negative keywords, make a list of them. Always negative "-sex", "-porn" etc. Build your list ofer time and use it every time. I have a list of about 500 negative keywords for my campaigns, you will have to decide on "-free" etc.

Suggestions for Google - you do read my blog I assume:
- Have a box on every campaign "Add my negative list".
Suggest some negative words in this list and have me add to a global list.
- Allow suspended ads to be resubmitted as they are.
- Allow to pause some ad copy instead of having deleting it.
- Speed up the reporting to almost real time.
- Do not assign the Google.co.uk team to European accounts automatically. The Europe team is not a good as the US team, this is a bad practice done by many US companies.
- Show us more about what is going on. Why do prices change?
- Show total number of searches on key words, so we can see the potential volume.
- You write some best practises like this one, so we don’t have to. There is way to much guessing and witch science going on with AdWords.