If you are planning to run keyword search ads do this.
Start out with a highly restricted ad with a very low manually set bid rate such as $1.50.
Expand slowly. This will ensure that the right people are seeing your ad from the start. Here is how to do this:
1. Look at your Google Search Console and pick 10-15 actual phrases people are using.
2. Choose those that are related to just one service you provide.
3. Add those as key words to your ad
4. Make them “phrase match” only.
5. Set your bid strategy as “manual” and set the highest bid at $3 (you could go as low as $1.50)
6. Use those key words and phrases in the creation of your ad.
7. IMPORTANT! Turn OFF showing your ads on the Display Network.
8. Run the ad, and as you see search keywords appear that are not a fit, mercilessly add them to the “negative keyword” list.
9. Obsessively fine-tune your landing page to inspire the desired top three actions you want visitors to take.
10. Ignore Google’s recommendations.
Over time, as in, months, start to increase either your daily budget, if you are maxing it out, or your bid rate if you are NOT maxing out your daily budget.
