1. Optimizing Your PPC

2. Daily/Weekly Maintenance

4. Check the budget/spend

5. Edits/new ads

6. Add keywords

7. Change match types

8. Add negative keywords

9. Check the destination URL (landing page)

10. Bids for the ad group and keyword levels

11. Time of day or geographic scheduling

12. Ad position

13. Quality Score

16. Your account history, which is measured by the CTR of all the ads and keywords in your account .

17. The historical CTR of the display URL in the ad group.

18. The quality of the landing page.

19. The relevance of the keyword to the ads in its ad group.

20. The relevance of the keyword and the matched ad to the search query.

21. Your account's performance in the geographical region where the ad will be shown.

22. Other relevance factors.(pulled from Google AdWord’sAdWords Help Center)

24. Landing Pages

26. Keywords from your keyword list on the landing page.

27. A clear path to conversion (add to cart, download, buy now)

29. Message from the ads match the tone/style

30. Clear call to action

31. Clarity

33. But sometimes a long lander is the way to go.

34. Simple products go with a simple lander.

42. Resources http://www.conversationmarketing.com/2008/10/14-instant-landing-page-upgrades.htm Google Website Optimizer http://www.ppchero.com/10-easy-ways-to-optimize-your-ppc-landing-pages-increase-conversions/