I'm optimizing a large campaign and would appreciate your thoughts on my approach. They are a DVD retailer.
+ Client can't be profitable with CPC over $0.20
+ Client has been using only broad match (but 7+ QS) for years
+ 50% of products aren't being advertised
+ Import product catalog into AdWords
+ Delete all phrases < 6 QS (QS 5 = $0.30 CPC for them)
+ Tweak broad matches to more specific matches while maintaining 7+ QS
+ Begin tweaks with the most expensive AdGroups and work my way down
+ New products included to add new potential for revenue
+ Average QS score of 7+
With additional products, improved quality score, and more specific broad matches... revenue and cost should improve.