Biggest PPC learnings – Broad + exact match keywords always Max conversions with target CPA or eCPC (mainly for exact) – add audience signal Don’t use google search network (test it) Test landing pages Test ad copy Make things tighter – cut locations out quickly, try to dominate an area. – Use less keywords
Add loads of negatives
Start with everything in one campaign – split ad groups by strong categories for ad copy
– Then split campaigns for budget reasons
