When researching your key phrases, use a similar principle to the normal SEO long tail technique. Instead of just trying to get the generic phrases and a few items or statements, produce a list of longer tail phrases and write an ad specifically for the phrase.
Example: generic phrases – ‘holiday cottages’, ‘uk cottage holidays’, ’self catering’  long tail phrases – ‘holiday cottages north wales’, ‘4 star uk cottage holidays’, ’self catering holiday cottages uk’
If we take the long tail phrases and make them an ad group each, using the above example this would give us 3 ad groups. Eventhough it would be possible to write an ad that would cover all 3 long tail phrases, this is laziness and will reduce your effectiveness and ultimately your ROI.
The best way is to take the phrase and write your ad variations for the phrase. Initially this is much more work than just throwing some ads up but it will pay off.
The general rule is to use the key phrase in the 1st line of the ad, then use lines 2 and 3 for the call to action, in long tail PPC work you can’t always get all the phrase in the 1st line. One of the methods I use is to make it read like a short sentence. Doing this means that if you get in the central shaded section just above the natural listings, these ads are displayed horizontaly and then your ad will be very strong.

Does having a high page rank mean you will get the traffic it deserves? The simple answer is no. I can have a high page rank and hardly any visits.  I could have high page rank, top adsense optimisation, with little traffic and make no money on my site.
A goal of your site shouldnt be to get high page rank.  Infact, a goal should be to get good traffic.  In turn, you will find that page rank will follow due to people linking to your interesting content.

I have often thought that this media in which all ‘new Media’ companies play is often misquoted and misunderstood. We are in quite possibly the easiest marketing environment to measure and yet, how do you measure the success of something like SEO?
Personally i believe this to a broken or at the very least an unfinished process, after all if your only measurement is that of counting the position on a search engine, whilst ignoring that all our customers are actually desparate for something more measureable and identified as something related to their bottom line, then it it must be mustn’t it?

I was asked to reply yesterday on Linkedin about how to get hard phrases high. I was just about to give loads of (mainly) useful advice when I started to think that this has always been one of those oddities. why do we care about broad generic phrases that are likely to drive loads of (largely) irrelevent traffic to a clients site, with the likelihood of conversion set into the .000000something% which then seems to sound accetoabel as the ‘norm’ for the industry.
Isn’t this just perpetuating the widely held view that SEO is largely irreverent and doesn’t want to particpate in the true game…..of adding value to your client by actually achieiving something of value-REVENUE, AND ENQUIRY OR BETTER STILL PROFIT. Is it me or is the emporer not wearing any clothes?

Having spoken at length to clients and generally to friends in the market I wonder whether we create false barriers between what are really iterations of the same routes to market? I have a suspicion that this is often done to perpetuate the (false?) belief that we can then keep the budgets separate, therefore enabling us (Agencies) to justify to those (clients) the often exhorbitant overheads associated with multiple, and often competing Agencies.
It is also seems to me that the larger the organsiation, the more they seem to kowtow to the beliefs that these are distinctly different streams, requiring entirely different skills. However just glancing at Googles Quality Score should tell us that Google is expecting convergence of these streams sooner rather than later.