Adjust bids at the keyword level

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11. Ad extensions are not used
Ad extensions are additional links (address, phone, clarifications, structured description, prices, app links). If you don't use extensions, your ads will be less visible in search, and therefore your CTR will be lower and your cost per click will be higher.

No ad extensions are used
For example, you can see the difference in this slide. The first ad has the seller rating, lebanon rcs data additional links, prices, and clarifications. The next highlighted ad has the links, but in a different format.

It's worth noting that advertisers often get the opportunity to show more extensions in the top positions. That is, the auction determines how many extensions will be shown in your ad.

What to do?

Add additional links, clarifications, structured descriptions, prices, promotions, address, phone, and other links.

12. One ad per group
It's like trying out cold calling as a sales technique and you tell everyone the same offer, with the same sequence of words, during the call. 10 out of 100 people keep listening, and 1 out of 20 buy. But maybe by changing your approach and saying the benefits differently, you could get 5 out of 10 people to listen and 5 out of 10 to buy. But you don't know that.

The same goes for one ad per group. Different UTPs can engage audiences in different ways, but you won't know it.