| > CTR is the most important component of Quality Score this is because that's how google gets paid. you can create a great ad that's not terribly relevant to a specific audience, get good ctr but poor conversion. some tips: make sure to watch your search query reports and continuously refine your [hopefully shared] carefully-applied negative keywords lists. avoid broad match like the plague. we use mostly phrase and modified broad with good negative phrase lists that have been continously honed over many months. don't hyper-segment keyword or ad variations, it'll become a nightmare to manage with little-to-no benefit. also, whether paid ads are worth it is highly dependent on your market, competitors, and your typical conversion value. because our typical orders exceed $500, we see double-digit factor returns on ad spend even though we're an established, well-known mfg name in our market. and yes, be ready to waste some money when dialing things in - $50k in a month of pure waste is quite a lot but that same amount "wasted" on tweaking over the course of 6mo-1yr is not out of the ballpark, assuming it yields progressively increasing ROI. YMMV |