i was digging through some old campaigns last week trying to figure out why they weren't hitting the marks we needed. turns out there are a few key things you can tweak. first up: make sure those ad groups have at least 3-5 relevant keywords each; it really helps with targeting and relevance scores.
then, don't skimp on negative keyword lists - these suckers cut down irrelevant clicks like magic! also try to optimize your landing pages so they match the ads as closely as possible. you'd be surprised how much of a difference that makes in engagement rates!
next time someone mentions ad extensions. i'm all ears now too, man; those can really amp up visibility and add some extra value for users.
lastly - i heard something about using dynamic keyword insertion? seems pretty cool but haven't tested it myself yet. anyone tried anything like this recently that worked wonders?
full read:
https://www.semrush.com/blog/google-ads-best-practices/