For effective Pay Per Click campaign, you need to do following things

☛ Add more PPC keywords: By adding more keywords that are relevant to your business, you can expand the reach of your pay per click

☛ Split Ad groups: By splitting up your ad groups into smaller and more relevant ad groups, you can improve click-through-rate (CTR)

☛ Review costly PPC keywords: Review expensive and under performing keywords

☛ Refine landing page: To align with individual search queries modify the content and call-to-action of your landing page

☛ Add negative keywords: To improve campaign relevancy and reduce wasted spend, add non-converting terms /negative keywords. ( When search with that keyword, it will not show your website/content)