We spend £10,000 a month on Adwords. It was £20,000 before I started!
Google have been in touch and are in the process of optimising our campaigns. We have an account manager there and they are going through each campaign and making changes.
It's interesting to see what changes they actually make although its not made much of a difference to be honest. I compared a week before they optimised and a week after. Clicks were up by about 100 (give or take) and conversions by 4. Not a massive change in the scale of things but still an improvement. The CTR did actually drop quite considerably on a couple of days but it seems to have steadied itself again.
A lot of what they have done is adding negative keywords. They added 565 to the first campaign they optimised to try and gain more relevant clicks.
An example of one of the ads they added...
{KeyWord:keyword}
Low Price {KeyWord:keyword}
Fast & Free UK Delivery !
www.Domain.com/keyword
They also created ads with our company telephone number in the ad text.
Anyway, just thought I'd give you an idea of how Google optimise their own services.
