Three things I think I know about Paid Search

I have worked in online media and search marketing since 1996. In that time, I have learned a lot about paid search, but lately, it all seems to be boiling down to three things:

1. Broad match is a suckers bet;
2. A keyword's Adgroup is just as important as the keyword itself;
3. Creative testing, not bid management, is the place spend your time and effort.

Not abiding by these always clears the path to disappointment. Right?

PS: The title is a reference to Peter King's MMQB.

6/8/09 UPDATE: Just posted a longer post at Thrivepoint along the same lines as this topic: Tips for Google Adwords Testing