Below are 10 brief tips for Google Adwords. The below may be good for a beginner who is using Adwords for the first time and needs to get up and running fast.

1. Use keywords in your ad.
2. Use same keywords on page your ad targets.
3. Display search phrase above fold.
4. Try not to distract user from goal on landing page.
5. Use gripping image with equally gripping teaser.
6. Target specific topics.
7. Include calls to action.
8. Include prices and promotions.
9. Target Seasonal offers.
10. Use keyword variations.

Page Title

1. Use unique HTML title tags on every page.
2. Page title should gracefully truncate at 66 and 75 characters and should never exceed 120 characters.
3. Ideally being title tag with name of your business and present in breadcrumb format.
4. If possible incorporate a call to action statement.
5. Keywords used in the title tag should all be repeated in the URL, meta-keyword tag, heading tags, and body text.

Meta Keyword

1. Separate each keyword phrase by a comma, no space.
2. Use lower case for all keyword phrases and pluralise where possible.
3. Include most important phrases at the front of the meta keyword tag of the homepage.
4. Use a maximum of 50 words in the meta-keyword tag.
5. Ensure all keywords appear somewhere on your page, this also includes URL, title, etc.

Meta Description

1. Split your description tag into 2 sentences.
2. Both sentences should be approximately 24-26 words overall.
3. Do not exceed 180 characters.
4. Both sentences should introduce your business but in different ways.
5. Try to include keyword phrases for the page in question.

Body Text

1. Each decreasing heading (<h1>-<h6>) level carries less SEO value.
2. Try to use only <h1> and <h2> heading tags on a page.
3. No more than 450-600 words per page.
4. Use <b> or <strong> tags to highlight keywords.
5. Separate body text into neat paragraphs.
6. Include a few keywords in each paragraph.
7. Try and place keywords at the start of paragraphs.
8. Every image must have an alt tag.
9. Do not place an alt tag on layout images e.g. spacer images.
10. Add a few keywords also but use sparingly.

Vinney, D (2008). Get to the top on Google. London: Nicholas Brealey.