The main thing to remember is to keep your campaigns very relevant. Spend the time to organzie your account by grouping simalar keywords into smaller ad groups. I always use three to four ads for each ad group making sure one of the ads in each group utilizes dynamic keyword insertion. I test them for a week or so and let Google pick the most sucessful ones. There is a setting in your campaign setup for this. And finally make sure your landing page is relevant to your keywords and ad text.
Good Luck
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