This document discusses best practices for pay-per-click (PPC) campaigns targeted at small and medium-sized businesses (SMBs). It notes that SMB campaigns face challenges like small budgets, data sets, and optimization roles. The document recommends consistency in messaging, focused ad groups, long tail keywords, and dynamic keyword insertion to improve click-through rates and quality scores. It also suggests negative keywords, dayparting, call tracking, ad extensions, and landing page optimization to enhance campaign performance for SMBs. Metrics like click-through rates and anecdotal feedback are discussed for evaluating campaign effectiveness.