In this bad economy when many advertisers are slashing their online ad budgets, it behooves us all to review optimization tactics to ensure we make the most of dollars allocated to Search. What do you do when you are handed an AdWords account to takeover? Here’s an optimization “how-to” primer for the beginner to intermediate Search marketer. Although, even the advanced Search marketer will benefit from reviewing this information.

Search marketing is not set it and forget it. According to industry research, search marketing is the best performing method of online advertising. But, if you set it and forget it you’re basically setting yourself up for an unsuccessful campaign. Below are some easy to follow steps that will ensure that you have optimized your AdWords campaign to squeak out as much performance as possible, while minimizing the amount of any wasteful clicks.