For effective Pay Per Click campaign, you need to do following things
Add more PPC keywords : By adding more keywords that are relevant to your business, you can expand the reach of your pay per click.
Split Ad groups : By splitting up your ad groups into smaller and more relevant ad groups, you can improve click-through-rate (CTR).
Review costly PPC keywords : Review expensive and under performing keywords.
Refine landing page : To align with individual search queries modify the content and call-to-action of your landing page.
Add negative keywords : To improve campaign relevancy and reduce wasted spend, add non-converting terms /negative keywords. ( When search with that keyword, it will not show your website/content)
