1. Use related landing pages

Don't make visitors look
Make sure that the web page you are sending visitors to is directly related to the search phrase they entered. Sending traffic to your home page will result in a high bounce rate and traffic which doesn't convert well.

2. Make the ads clear and concise

Don't make visitors think
Try multiple adverts and variations - keep adding new ones and removing poor performing ones. You don't know what your visitors are looking for, despite what you might think!

3. Tag all conversion pages, to record accurate ROI

Don't let a sale go un-noticed
Poor CPA rates are often the direct result of sales which are going unrecorded. Make sure all conversion pages are correctly tagged for ROI recording, including 3rd party payment pages!

4. If using broad search, also use negative keywords

Don't pay for uninterested visitor traffic
Using broad terms will generate the most traffic, but not always of the type you're looking for. Adding negative terms will help focus the adgroup on users who have a genuine interest in your product or service!

5. Remove under performing keywords

If it's not working, bin it
Collecting keywords is a nasy habit we've all had at some point. Sometimes you have to be cruel and let some of the un-healthy terms go, depsite how long they've been with you. An adgroup with poorly performing keywords will have a direct impact on your quality score!