Running an Adwords Campaign by implementing best practices always keeps you in safe zone. It is also one of the criteria to maintain your Adwords Partner Badge eligibility. So be careful about important factors that maintain the quality in Campaigns.
Keywords are the basic and most important aspect of any search campaign. Success of a campaign depends on the right choice of keywords. Keywords should be managed properly. Ad Groups should be formed with thematic keywords and the Ads can be better optimised with the relevant keywords. Take care of following with keywords selection:
1. Match Keywords with the Business Goal
2. Manage Match types for Better Control on Keywords
3. Find New keywords by identify the search trend
4. Expand the Potential of existing Keywords
5. Use of Negative Keywords as a Filter
Learn more from Keywords Usage Guide from Google.
From the Original Post – Google Adwords Best Practices by Google