Tweaking Your Campaigns in Adwords

The discussion here is primarily on the adgroups, ads and keywords.
Make sure you have 3-4 adgroups.
Under each adgroup, I suggest you have a maximum of 2 ads for doing a split test.
Don't create more than 2 ads and at the same time don't go with just one.
Google will rotate the two ads and you will find that one of them performs better than the other.
You will get to know which ad is performing better in just about 2-3 days.
It is time to pause the ad that is not performing.
Adgroups, ads must be centered around a theme.
To take an example;
Search by phone number; the adgroup name, the ads and the keywords should center around this theme.
Background check; the adgroup name, the ads and the keywords should center around this theme.
You will get better CTRs and Quality Scores for the adgroups, ads which have the keywords within them (relevancy factor which is high on google's agenda)
Now, let us look at the keywords. How many keywords do you have in each of your adgroups?
I can tell you from what has worked for me.
Don't have more than 4-5 keywords, sometimes your adgroup can very well perform with just one single keyword, yes, just one keyword.
I have seen the CTR for some of the keywords go up to about 10-15%.
But to get to this, you may start with 10-15 keywords in the beginning and start deleting the keywords for which you are only getting impressions but no clicks.
This would take may be 3-4 days.
Then, start pausing the keywords that are under performers. You can set your own benchmark. For me, anything less than 2 is not good.
Google comes out with new suggestions when you select the opportunities tab - these keyword lists are updated may be once a week or a fortnight.
See if any of those keywords make sense before selecting them and putting them in your adgroup. My experience says, may be 1 or 2 of those keywords per adgroup should be enough.
Within a week's time, you will have a campaign which should give you a CTR of 2 and above, lower costs, higher ad positions and quality signups/sales.
Then on, it is just a matter of checking out everyday and doing a bit of tweaking here and there which should take about 5 minutes of your time.
You are on autopilot now! All the best!