Currently Available* Do you need a Profitable AdWords/Facebook Ads Campaign? I’m a Google AdWords Certified & Facebook Advertising Expert. I have been engaged in advertising for over 5 years. During this time, I set up more than 300+ AdWords/Facebook Ad accounts and helped marketers to improve their businesses online significantly. My skills: Tools I use: 1) How many keywords should I have per ad group? This may be the most debated question out of all of these. The keywords that drive 80% of my conversions get one keyword per ad group, the keywords that get conversions but not very many go in ad groups of 3-5 keywords and the keywords that get very little impressions, clicks or conversions go in ad groups of 10-15 keywords. 2) How often do you add negative keywords to an account? I typically monitor Search Query Reports on a weekly basis but typically add negative keywords less frequently. What I am looking for is trends/themes amongst keywords versus worrying about specific queries. Using those themes I then can add negatives at the campaign or even account level. This reduces the total number of negative keywords in an account making it easier to manage them thus ensuring you don’t have negatives that are hurting performance. 3) How do I increase my Quality Score? Increase your CTR by writing better ads, keep the number of keywords per ad group, ensure that the ad has the keywords you are bidding on in it (I am not recommending keyword stuffing, but it has to be in there somewhere to be seen as relevant). 4) Should I have different match types in different ad groups, campaigns? I prefer to do different match types in different ad groups and name the ad groups as such, “productx (exact),” “productx (phrase),” “productx (broad).” I have found the greatest benefit from doing this is that the account is easier to manage. 5) Does Quality Score matter? Sometimes. The best way to know is to see if there is a correlation between Quality Score and CPA in your account. You can do this by simply pulling a keyword report including the Quality Score, doing a pivot table with QS at the right and then a column for calculated CPA. Then do a graph with a trend line. That will show you if generally you see better CPA on keywords with better QS. 6) Should I bid on competitor’s brand names? CTR and Quality Score will be low on these terms but they do typically convert pretty well, so my answer is yes. Make sure you don’t use dynamic keyword insertion in your ads on these campaigns or else you could violate trademark policies.