Hi everyone, I work as a SEM manager in my day job so thought I'd share some optimisation tips for those looking to improve their account performance. Below is a list of common low hanging optimisations you can make to improve performance straight away. 1) Ad Copy Optimisations: Use AdWords editor at ad group level to constantly challenge your best performing ad copy using CTR or conversion rate as the metric to compare. Its best practice to have 3+ ads and to pause poor performing ads as you gain data. With every ad copy optimisation, copy your top performing ad and change one component so you are constantly finding ways to challenge the winner. If you have statistical knowledge, you can also use 90% + confidence to make decisions on ad copy. 2) Keyword Optimisations: This one is quite simple. Increase bids on top performing keywords, decrease bids on poor performing keywords. Use AVG position or SOV to determine whether further increases are needed. If budget is constrained, you can also decrease bids on high position KWs but decrease with caution. Make sure you have sufficient data before you make any decisions. 3) Bid modifiers: Use analytics to determine the demographics of your converting audience. Add bid modifiers respectively. 4) Do search query expansion. Add BMM versions of your keywords (+keyword) and use these campaigns to scout new keywords. Add these search terms/negative irrelevant keywords as required. 5) Make sure you utilise all extensions. For greater control, go to automated extensions report and turn off automated extensions. Optimise extensions using the same metrics as ad copy optimisations. 6) For those running campaigns for phone calls. Use the new AdWords interface and go the advanced bid adjustments. Apply phone bid modifiers for campaigns with low Inter. coverage but high interaction rate. These are just some simple optimisations you can apply to your account. Hope this was of some use to you.