This is strategic in nature - but 10 Easy Steps to Best Practice in Online Campaign Development from IPA Digital and the ISBA is a sound a 'best practice' guide.

Don't be fooled by the title, this is just as relevant to B2C - B2B Search Tips: Writing Killer Ads.

Often, 'don't do' lists are as good as 'should do', here's an example - Five Common Paid Search Mistakes That Can Sink Your Campaign

This article - When Should You Outsource Your Pay-Per-Click Campaigns? - is both a guide and a warning. In telling you whay needs to be done [the guide] it also shows that it is not the 5 minutes a week job that some think it is [the warning].

This one - 5 Keyword Strategies for B2B PPC Campaigns concentrates on B2B, which is unusual [yes, I know, it says that in the title].

Some sound advice in this article that endorses my view that careful keyword selection is the foundation of effective online advertising - Keyword Intent: Tidy Campaigns Avoid the 'Dump and Chase'.

The title of this one says it all - 10 Tips For A More Effective Paid Search Campaign - and very good those tips are too.

In this one - Why Virgin’s Banner Ads Work, Even on Facebook - the author walks readers through a good example of online advertising.

Simply out-bidding the competition to be top of the 'sponsored ads' is no guarantee of ROI - or even clicks. This article - Five Top Tips on How to Write More-Effective PPC Ads - will help with both.

This one - The 4 Types of Branded Facebook Campaigns - is perhaps for the more advanced e-marketer, but it does show that online advertising is not only coming of age, but is increasing in complexity - and as a consequence e-advertisers must become more skillful to practice it effectively.

10 PPC Ad Copy Tips concentrates on the ads' content, which is a good thing. That it recognises that buyers can be in a different place on the buying cycle - which too many advertisers ignore/forget - is even better.

Some [most?] folk simply add their promotions to ad networks without giving the effectiveness much thought, this article - Don't Automatically Dismiss The Content Network! - gives some sound advice on how to make them work for you.

Acople of articles on network advertising, the first - Tips On Using the Google Content Network - covers the basics, whilst Google AdSense: Tips for Success - is a step beyond in that it is aimed at thse who have already tried Google's AdSense, but it's good stuff.

There is more to advertising on social media sites that slapping on a banner ad. The title of this article - Seven Ways to Advertise on Facebook - is self-explanatory. Good though it is, us marketing folk might take issue with its author's interpretation of 'advertising', however. In pure terms, sponsorship is not advertising, for example.

This one - Why Position Bidding Wastes Money - is on an 'advanced' subject, but is expressed in basic terms.

The title of this article - Measure Your Brand Success Using Competitive Intelligence - might suggest I've listed this in the wrong section, but don't worry - it's about SE advertising on brand names.

Assessing ROI on marketing is a perennial problem for marketers - and whilst online can offer some technical resourse to help out, 5 Ways To Track Phone Calls Generated From PPC Clicks helps address tracking when online advertising goes offline for its response.

Still on the subject of how the organization should react when customers respond to online ads, this one concentrates on answering a pay-per-call advertising, see Five Rules For Running A Successful Pay-Per-Call Campaign.

The title of this one - Five Paid-Search Tips to Boost Quality Score - correctly suggests these tips are basics-plus, some sensible suggestions though.