Check the bid for each keyword

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Check how much you are paying per click. For example, try filtering out all keywords that have converted in the last 30-60 days ; you will see which keywords are increasing costs but not converting. In this case, you need to decide whether using such a keyword makes sense and whether you can afford to have it in your PPC campaign.

Not every keyword that doesn’t convert should be malta phone number data removed immediately, however. Many search terms are important for brand awareness or in the early stages of the buying process, where they may not lead to immediate conversions but could lead to conversions in the future.

If your PPC account is profitable overall, be careful about removing these keywords.

Take it to the next level and segment your campaigns based on where in the buying process the customer is currently in. Campaigns targeting customers who are at the very beginning of the buying process are unlikely to have high conversion rates, but they are still useful for increasing awareness of your brand.

Check how much you're paying for keywords that include your brand or business name. If you're paying a lot for these terms, it's likely because your competitors are targeting your brand name, driving up your own costs. You should generally have lower CPCs for "branded" keywords than for non-branded terms.

If for some reason this is not the case, try finding different misspellings or similar terms that tend to have a lower cost per click and add them to your PPC campaign.