I found these 12 tips from Google! We always complain about Google but these tips are solid and they should form the base for your account, I would only add make sure you have enough conversions for smart bidding.
The 12 tips:
Clarify Objectives: Determine your marketing objectives before creating your campaign to ensure effective targeting, budget allocation, and goal-setting.
Budget Allocation: Allocate more budget to campaigns that perform well and contribute to your business goals, while reducing budget for experimental or low ROI campaigns.
Audience Understanding: Tailor your ads to address the specific needs and questions of your target audience. Consider their needs when crafting ad text and product information.
Location Targeting: Utilize advanced location options for precise targeting and improved campaign performance.
Frequency Capping: Limit ad exposure with frequency capping, especially for Display and Video campaigns, to prevent overexposure to the same audience.
Content Targeting: Show ads alongside relevant content using keyword, placement, or topic targeting. Consider audience targeting for greater scale.
Observation Setting: Monitor ad performance using the observation setting without affecting ad visibility, and optimize based on performance data.
Campaign Consolidation: Simplify campaign management by consolidating campaigns of the same type for better budget allocation and monitoring.
Strategic Campaign Types: Choose different campaign types strategically based on your marketing goals and the variety of ad types required.
Smart Bidding: Use Smart Bidding for real-time bid optimization, leveraging signals for Search campaigns and other campaign types.
Conversion Tracking: Track conversions using conversion tracking and offline conversion tracking to optimize conversion quality.
Continuous Testing: Test different ad variations, targeting options, and assets to learn and optimize campaign performance continuously.
