As on previous occasions, there are a couple of answers.
Let's imagine the answer is: "Yes, my ads are above average and my CTR is good . "
In this case, we have to optimize and there are two steps:
Add negative keywords
To do this, we go to the search terms report and analyze what can be added as a negative.
Improve the structure
An account improves progressively as we russian virtual mobile number make it more granular and to do so, we must separate and divide the initial structure into more and more ad groups.
In addition, we need to look at which ad groups generate the most clicks and identify which keywords are candidates to be separated into a new group with their own ads.
By doing this exercise weekly, over and over again for a few months, we will achieve a structure in which the "keyword - ad" relationship is closer, a better CTR, a better quality level and better relevance.
But if the answer is: "No : my CTR is not good enough", then panic! You must act!
I think it's important to repeat: you must act immediately! Now! Right now!
Change matches
Searching for more exact matches, sacrificing visibility but gaining control.
Improving ad copywriting
Once you have changed your match criteria, the next step is to review your ads for improvements.
Again, to work on relevance you have noticed that we have limited the metrics to the very basics (CTR only) and we have put a lot of common sense into the analysis.
With this, we can make the right decisions in our optimization.
Conversion
We already know that our ads are being displayed efficiently and the clicks we are getting are extremely relevant.
This means that we have optimized the quality and quantity of the clicks obtained and it is time to start directing them to a landing page to convert them.
As you see, everything has a logical order.
We start with a simple question: is my landing page efficient ?
To answer this question we must evaluate whether our conversion rate is good or not.
But...what is a good conversion rate? 2%? 5%? 10%?
The truth is that the figure to determine a good conversion rate depends 100% on the sector and the industry.
For this reason, we must have a reference and for this, we rely on the Unbounce study in which they detail us by industry: