Does your targeting make sense?

[rifathasan]

The people you show your ad to are another factor that plays a huge role in the success of your campaign. Make sure your targeting settings make sense during your PPC audit. Here are some metrics you can check:

Location : Are you targeting people in the right places? Not having location-based restrictions set for each ad group can ruin your ROI if your business is targeting people in a specific area. Check your reports to make sure each area is performing as expected.
Keywords : Do all the keywords you use make sense? Add the ones that don't make sense to your negative keywords list.
Contextual targeting: If you have ios database contextual targeting set up for display ads, make sure the sites or topics you select are working.
Audiences: Make sure the audiences you set up for each ad group are performing as expected. If specific audiences aren’t converting, consider changing your strategy.
New Features: Google Ads is constantly adding new targeting options for you to experiment with. Two recent additions include custom intent audiences, which let you create audiences based on keywords, and new additions to the life events list, which let you target people when they show signs that they’re planning an upcoming life event — like buying a home or getting married.
This article from Search Engine Journal is a great guide to the different targeting options available.