Thanks for pointing this: "The problem is usually rooted in too many keywords (top of funnel, as their awareness ladder says) or use of broad match keywords--ex

Thanks for pointing this: "The problem is usually rooted in too many keywords (top of funnel, as their awareness ladder says) or use of broad match keywords--exactly as you said gk1." Our case is definitely too many keywords, we used Exact Match and Modified Broad Match techniques for different ads in a campaign. Another lesson that we learned is that it's better to prepare content and campaigns from the bottom of the Awareness Ladder, and then shifting up.