Here are 6 tips to cut down costs (and therefore conversions, conversion rate and ROI). Remove keywords that are not delivering results and exclude audiences that are not relevant to the business (age, gender, income, industry) and devices that might drain the budget without delivering results (such as mobiles). Finally, follow GoogleAds automated recommendations (if relevant to the business) and optimise the ad experience with extensions such as phone number of images.

1. Negative
Keywords
Add any keyword that
triggered your Ad and is not
relevant for your business to
the Negative Keywords List
as Broad Match.
Audience
Exclusion
Exclude any age groups that
your business does not
serve. Save money by
including only the age
groups with the highest ROI.
Device Bidding
Optimization
Bid 20-50% more on devices
where users are more likely
to convert. Exclude devices
by decreasing the bidding
by 100%.
Audience
Household Income
Exclude Lower 50%
Household Income group
from luxury product
campaigns or Top 10% for
money-saving products.
Ad Extension
Inclusion
Include these Sitelinks
Extensions to your Ad: Blog,
Contact, Product Catalogue,
Team or Testimonials. Make
the Ad experience richer.
Follow
Recommendations
Take advantage of Google
Machine Learning generated
recommendations. Provide
feedback where dismissing
recommendations.