Google has several rules that define, which keyword participates in an auction. And, quite often, it is not the keyword that matches the search query exactly. This is why:

3 conversions from 10 clicks mean your conversion rate will be somewhere between 9% and 60% in the future. Learn more in this post.

When a user is browsing sites like Facebook or Fox News, they aren’t there to learn more about your product. This is why an ad…

1) Try native-looking search ads. You can’t influence on search volume, but you can increase the number of clicks you get from the same number…