While this is a comprehensive list, focusing on a clear goal logically is a better strategy than pursuing tips. I also want to caution ppc advertisers from making business decisions based on what they think analytics is telling them. Many are using the default configuration of Google Analytics and it incorrectly attributes the original source of a conversion the majority of the time. It also does not track phone sales. On top of that, many advertisers are not familar with how much data is required to be statistically significant.

Acting on poorly understood analytics data is more dangerous than not using it at all.