chewy - 4:48 pm on Jul 13, 2013 (gmt 0)
Great list. Great discussion starter.
I would add to # 1 above - expect to build a MASSIVELY LARGE database of negative keywords.
and at the bottom, I would add the following:
# 10 - Practice continuous improvement based on statistical significance of your best performers
# 11 - Budget a small percentage of your time and spend to continually evaluate new keywords, segments, systems (content advertising / remarketing etc). Make sure you do not leave out the opportunity to slowly add more to your short list of top performers.