I am currently running a Google search campaign whose objective is to direct them to a landing page and fill up a form. So far, the conversions of people filling up the form is low and need some guidance from the community to do my own PPC audit and improve the conversion rate of people filling up the form. I have grouped each ad group with around 10 20 keywords. The current status for my campaign is Limited by budget.
Below are some questions I faced while reading up on how to improve my PPC ad:
1. I have included our contact number in the call extension as well as ad copies. Is this recommended? As I thought people might go for calling instead of signing up the form.
2. I should be pausing ads which are under-performing in an ad group. How should I determine it is under-performing? Some ads have 0% impressions and 0% clicks, should I be pausing them?
3. I have been bidding on my competitor keywords as well. It is extremely expensive and quality score is 0. Should I pause them too?
What else should I look out for while doing my PPC audit?
Thank you so much in advance! I owe you guys a brownie!