A quick guideline for PPC:
#1 - Get your CTR as high as possible.
#2 - To do this you need to create smaller groups of keywords and make the ads very specific
#3 - Include as many long tail phrases as you can put together
#4 - Use keyword insertion, https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996
#5 - Use keyword matching, https://adwords.google.com/support/aw/bin/answer.py?answer=6100&cbid=-kaxh38b5gqh9&src=cb&lev=answer
#6 - Set [...]

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