Steps to optimize the search campaign:

1. Go to search term report and select keywords that were

showing your ads but were not useful – add them as negative
keywords, and those keywords which were not targeted but
were still useful then add the same as the keyword.
2. Go to the negative keyword and then add the keyword which
you do not want to be shown on as under this list.
Things to remember:
Never add anything containing your primary keyword under this
3. Change the match type
Match type Special Symbol Example keyword ->
Broad match NONE women’s hats
Broad match +keyword +women’s +hats
Modifier

Phrase match “keyword” “women’s hats”

Exact match [keyword] [women’s hats]

4. Make changes to increase the quality score.

Factors affecting quality score:
The user’s query must match with /must be present in
1. Your targeted keyword lists.
2. Present in your ad copy.
3. Present on your landing page.
4. Must be used across your extensions.
Things to do:
1. If landing page exp. Is low then add that keyword to the landing
page.
2. If ad relevance is low then add that keyword into your ad copy.