I hate to see my money (actually my client’s money) spent on clicks that don’t convert. In other words, I want to avoid irrelevant clicks as much as possible to optimize spending.
Here are a few tips:
1. Read your search term report every week or every month. Find irrelevant keywords from the report and add them as negative keywords in your account. Don’t be discouraged by the volume of those words. Take the time to add them all in. It pays off!
2. Try not to use broad match except modified broad match. The search term reports is, again, super helpful in finding new keywords and long tail keywords. You can add these words as phrase match or even exact match. So if you are diligent, you will have a gradually increased Quality Score in your account.
3. The 1st position may not be a good idea. If you have a limited budget, you should try to increase your Ads’ CTR by improving the Ads’ message rather than competing and paying for the top position. An average position between 2 and 3 is just as nice and it can save a considerable amount of money.
4. Identify the time of day you get the most conversions and lowest conversions. Then go to Campaign Setting >> Ad Scheduling and set up time-based bids. See the screenshot below that shows how I adjust my bids based on different time periods.