Are you using broad match? If so, you should regularly: - build out your list of negative keywords - create new ad groups with exact matches on any queries tha

Are you using broad match? If so, you should regularly: - build out your list of negative keywords - create new ad groups with exact matches on any queries that trigger your broad matched keywords Also, test your ad copy continuously. You want to maximize both your CTR and conversion rate. I'm still changing ads for keywords I added 6 years ago. Really it's just a matter of coming of with things to test and testing them, much like the iterative process of improving a website. re: Social Ads I have much less experience. What I've done though is to continually tighten the demographics I'm targeting. You end up creating a ton of ads, but it's the only way to find the nuggets.