Two of the least-used methods of PPC search campaign optimization, particularly in Google's AdWords system, are campaign recategorization and campaign structural tuning.

Most marketers still use the same campaign structures run on Google they did when they launched those campaigns. Sometimes, that was years ago. Some marketers don't want to touch or modify their current campaign structures for fear of "losing their history."

Don't let an antiquated campaign structure result in missed opportunities and waste (overpaying for clicks). Take a fresh look at all your campaigns' elements and structures, to maximize your opportunity in Google and provide a stronger foundation with which to run in MSN's adCenter. MSN won't use editorial policies identical to Google's, but a good campaign structure will be equally important -- perhaps more so.

Get the full story at ClickZ