While bid management is critical to the success and scale of a paid search program, it’s certainly not the only thing. Bids can account for, but cannot overcome bad or broken landing pages, poor query matching by the engines, unappealing and vague copy and a whole host of other issues that may get short shrift if bidding is difficult or given undue attention.

Quality Score and Bid play equal roles in determining an ads visibility, but that doesn’t mean you should spend the same amount of time working on each.

Study the data carefully before making rash moves.

“Two Concepts of Rules,” with apologies to John Rawls.

Here are 12 tips for winning at paid search in 2007.