Conduct research to see what keywords your competitor ranks for and make sure you include those keywords in your campaign.
Try to visit your ad campaigns daily to adjust your cost-per-clcik or ad copy, especially if certain keywords are underperforming.
Google's AdWords program allows you to run ads locally. If you are a small business operating in a specific geogrpahic area, this can be very helpful.
Website Design & Usability:
Form focus groups from your existing client base. Use them to conduct surveys and usability studies. This will provide ongoing insight into the needs of your customers.
Offer all focus group particpants something in exchange for their time (i.e. a gift certificate, movie tickets, etc...).
Remember the Golden Rule: A website must always be built with the user in mind. If it is not easy to use or understand, you might as well not have a website.
A purchased list can generate results, but a homegrwon customer list usually will perform better.
Make sure that all your e-mails, and the use of your clients data meets all CAN SPAM requirements.
Prior to launching a digital ad campaign, conduct industry research to see what websites offer the best digital advertising options. Usually this will be in the form of banners on a website or within eNewsletters.
Ask for the current year's media kit. Price usually can be negotiated, especially if you are purchasing multiple placements.
Make sure the website provides how many visits it receives and other key analytical data before you enter an agreement.
Google Title Length and Meta Description Length:
Google shows 69 Characters (Including Spaces) for Page Title
Google shows 156 Characters (Including Spaces) for Meta Description
It should also be known that if you don’t include a Meta Description or if Google feels a better description for your page could be given by using a web snippet, then the description shown can be up to 320 characters. Of course, they won’t be the characters that you choose so they might not best represent what you wish your audience to see in the SERP’s.
Yahoo Title Length and Meta Description Length:
Yahoo shows up to 72 Characters (Including Spaces) for a Page Title. (PDF’s up to 75 characters)
Yahoo shows up to 161 Characters (Including Spaces) for Meta Description.