Look for ways to be more selective about who sees your ads. You want to reach your best prospects without paying to show your ads to the whole world.
The mission is to reduce wasted impressions and useless clicks.
Learn the pros and cons of the different match types, develop negative keyword lists, develop site exclusion lists if you're using the content network, learn how to use remarketing, learn how to target audiences, get to know the demographic tools. Learn how to bid so that your ads have good visibility but aren't usually running at the very top.
Write more effective ads.
For advertising on the content network, many businesses could instantly improve their return on ad spend if they blocked their ads from appearing on sites that are frequented by children.
