Start by identifying
which keywords are working best for your business and add them to a "watched keywords" list for easy reference during the minimum bid adjustment period. Get rid of the underperformers ASAP, and then
diversify, Jeff Hecox says. "If minimum bids are raised on some of your keywords, find some that remain at lower levels and make them more prominent in your lineup."
Pay attention to the ad groups your keywords are in, as their overall relevance can affect quality scores, and in turn, minimum bids. Lastly, Hecox says to have a clear understanding of what you can spend--so that if some minimum bids to get jacked up, you'll know whether to increase your budget or go after some of the lower-hanging fruit.