Fail Fast - 1 out of every 10 businesses works. The key to having better results than would be to try other great ideas. Therefore, you must fail those that aren’t performing quickly to enable you to discover something which is effective. Divide Search and Display Traffic - This really is like fundamental optimization move we shouldn't actually have to discuss it! Search and Display are similar to chalk and cheese… they appear exactly the same, but they are totally different. Be Testing - What worked for another person might or might not meet your needs exactly. Maybe you applied it in different ways from the way they did, or the fact that the marketplace is different, or the vertical differs. It might even be that Google’s algorithm has improved what exactly worked in the past might not be right for you again.