Keyword research is a constant process of choosing relevant keywords, and then eliminating words that are performing poorly.
Eliminating negative keywords or phrases is vital to your campaign having above average ROI.
Keyword Account Sctructure
Good keyword account structure gets higher click-through rates, a lower costs-per-click, and better ad performance.
Constantly work on your ads quality score. It is Google’s rating of the relevance of both your keywords and PPC ads. Quality score is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process.
Quality Score and Cost Per Conversion
A quality score of 1 increases your CPC by 400% while a quality score of 10 decreases your CPC by 50%. Want lower conversion costs, drive the quality scores up.