One thing not mentioned here is that exact matches will have a higher quality score than broad matches, so don't just rely on broad match keywords - include some exact match keywords for common variations.
This is a pretty good resource for someone who just wants to know the basics.
In my opinion the best high level resource for quality score information is http://www.clickequations.com/blog/
The guy who writes there also has a book coming out http://www.highresolutionppc.com/books/quality-score-in-high...
In case the author sees this - the page is unusable on iPhone, there is a white block covering the article text, maybe some broken ad.
I am on the board of a non profit.
We have a Google Grant, but none of us has the marketing expertise to set up an effective campaign (ineffective we are pretty good at).
We have unsuccessfully tried to recruit SEM's as volunteers through Craiglist, Volunteer Match, and contacting local marketing professors (we don't have the money to hire anyone).
Does anyone have any suggestions how we can get help with this?