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Shyam, of gurusofPLM.com, was happy with his Adwords account as it was generating clicks for him. He had recently started his on line/digital/internet marketing efforts He had set it up himself. I convinced him to give me access to review his account. I could see that there were some clicks being generated. So, naturally, the next step was to generate a Search Phrase Report to see which phrases were resulting in the clicks.
Result was disapointing. He was getting clicks for unrelated searches like “Medical Groups” etc. We then adjusted the keywords to tighten it up a bit and added more relevant ads by using dynamic keyword insertion. Removed broad match types on some keywords as they were generating unwanted impressions and clicks which was also bringing down the quality score of the whole adGroup. After these changes, the number of clicks came down! But, that was natural as now the site was only getting quality clicks. Money well spent.
Lesson: Always look at your Search Phrase Report. This should be done at regular time intervals.