There is nothing easy about achieving success in paid search. Each campaign is filled with several moving parts, each of which is made up of sub-parts that are also on the move. For every part and sub-part there is a list of best practices – often called optimization – to guide you. There’s ad text optimization, keyword bid optimization and landing page optimization, to name a few. A recent post in the Eloqua blog focused on the latter. The 11 tips offered by Eloqua’s Jesse Noyes, are by no means comprehensive, but if comprehensive is what you want, a book is what you’ll need.