Align your keyword bidding strategy with your business goals. Think comprehensively, about the many ways customers could find you. By adjusting your bid strategy to your business goals, you can expand your reach, simplify your process and eliminate poorly qualified impressions.

1. 8 KEYWORDS STRATEGY TO GROW
YOUR BUSINESS ONLINE
EXCERPTS FROM GOOGLE'S WHITE PAPER “KEYWORDS TO THE WISE"
ALIGN YOUR KEYWORDS WITH YOUR BUSINESS GOALS
Your keyword set should include consideration of all
unique user queries that are possible when searching for
your business. Adjust your bid strategy to expand your
reach, simplify your process and eliminate poorly
qualied impressions.
DELETE LOW SEARCH VOLUME KEYWORDS
Reduce the clutter and the time it takes to analyze the
long list of keywords in your performance reports. If
some of the keywords aren’t getting many impressions
or visibility for you, there’s no need to keep them around.
MANAGE KEYWORD MATCH TYPES FOR BETTER CONTROL
Consider each match type and what part they play in your
adwords account. This is vital while crafting your keyword
strategy. For example, you can capture long tail keywords
with a broad match type, or use exact match for your primary
volume and value drivers.
DON’T CREATE VARIATIONS OF PHRASE/EXACT MATCH KEYWORDS.
The phrase match type will provide a lot of visibility for you,
so you don’t need to worry about creating additional keyword
variations. The many variations eventually turn into an extra
keyword mess in your account.
ALWAYS LOOK FOR NEW TARGETING OPPORTUNITIES
Try Dynamic Search Ads to simplify account management.
Dynamic Search Ads automatically targets queries searched
by user and generates tailored headings based on the content
of your site. This provides an expanded reach while saving a
lot of time.
EXPAND THE REACH OF EXISTING KEYWORDS
Improving the rank of your ads can boost the presence of
your ads and expand your reach. Pairing a more aggressive
bidding strategy with a higher quality score can drive an
improved ad rank and increase the reach of your existing
keywords.
INCREASE YOUR USER REACH BY TARGETING SEARCH PARTNERS
Search partners provide new places for your keywords, and it
may result in reduced CPCs and improved CPAs due to the
competitive dynamics vs the Google.com search auction.
USE NEGATIVE KEYWORDS TO REFINE YOUR TRAFFIC
Make negative keyword add-ons a regular practice. Negative
keywords remove your ads from search results that are less
relevant to your product or service, even when the query is
syntactically associated with your targeted keywords.
Referrence
http://adwords.blogspot.in/2014/05/weve-got-you-covered-with-our-new-guide.html
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