1. Filter out and pause all search terms that have generated high number of impressions and low ctr’s.
2. Eliminate keywords that did not lead to a click.
3. Change keyword matching options.
4. Stop all non-converting keywords.
5. Increase cpc bids on search terms that show positive ROI.
6. Expand the list of terms with positive ROI and apply across your ad groups.
7. Decrease cpc bids on keywords with low conversion rates.
8. Tailor your ad copies to products or services you promote (keyword insertion, descriptive display URL’s).
9. Test multiple marketing messages and call to action phrases.
10. Apply more negative keywords at the campaign and ad group level.

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PPC - Google Adwords