Ad Groups, Campaign Set-Up

Separate AdGroups for Different Thematic Key Word:
AdGroups- Specific Thematic groups that fall within a campaign.

Can have several ads and shows you which is most checked. (Ad Optimizer).

Ad Copy:
1) No All CAPS
2) not more than 2!!
3) Can't use superlatives- ie, best, greatest, highest (unless has study supportted)

Description: second line: Call to Action
                                    Degree of Urgency ie- save % off.
                                    Free trial membership


Odds and Ends:
Call Metrics- $1 a call- tracked

Can budget and set language settings with each campaign.
Don't want to burn all $ on one campaign.