So as to ensure that your PPC campaigns are optimized and working effectively, there are few things that you should do right away. The most important ones are listed down.
Reduce number of keywords in each adgroup. Ask yourself. How many keywords are enough for your PPC Campaign? See my previous post about this over here.
https://www.searchenginegenie.com/pay-per-click/2008/08/how-many-keywords-are-enough-for-ppc.html
Get rid of keywords which are performing under your expectation. Monitor your campaign on a daily basis to do this. It will take weeks and months to identify them. Group your highest converting keywords together. You can place your underperforming keywords in a separate adgroup and create advariations and experiment them. Never mix them up with your highest converting keywords. Keywords are the back born of your campaign. So treat them nicely.
Separate Sponsored Search and Content Network keywords. Some PPC advertisers are not using content network. Me too not encouraging it much. If you feel a content network targeting is essential for your campaign, and then go for that. Try to separate your keywords for the Sponsored Search from Content Network. Now you can make changes easily to any of these campaigns without altering another.
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