Once I get a campaign setup I add keywords, add bid prices, and create ads and ad variations and then change a few settings. After that I monitor my spending but don't do much else.
What I need to do, and might be a good idea for you as well, is to monitor and test then change and test, and test and test.
Here is what testing does:
Testing increases ROI by you adjusting ads. One of the best ways to do that is to drop bad performing ads and see what the good ads have in common. Some good ads might have a common theme, common words, common bid prices, etc.
If you can find these similarities then you can exploit that and maximize your ROI.
Below are two ads, one bad, and one good. Can you tell the difference?
I searched for 'auction' and found these two ads:
Can you see how big of a difference having a good ad compared to a bad ad can make?
