Invest in so-called “long-tail” keywords. A study from contextual advertising company ContextWeb found that average click-through rates for long-tail advertising during the last half of 2010 were 24% higher than for investments in most-popular phrases.
Connect your search campaign with other marketing elements, such as TV, print and digital. Most prospects will search for a product online after they've been exposed to some sort of offline marketing.
Pay attention to the conversation surrounding your brand, and become a part of it. To do so, generate content at the right time, then drive people to it. This is particularly pertinent when it comes to damage control.
With Google's recent algorithm change to reduce poor query results, refine your site's quality with fresh content geared to targeted leads.
Pay attention to your brands' online reputations. Search engines are integrating “social signals,” so it will pay to invest in building links and to improve sites for the long haul.