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In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your PPC ads by Certified PPC Services Ecity. Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business. Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend. Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages. Review Costly PPC Keywords: Review expensive, under-performing keywords and shut them off if necessary. Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.