What is the proper way to manage keywords that are less expensive/competitive?

Utilizing long tail keywords can be a cost-effective advertising strategy. However, if you include these terms with your "head" terms, you might find them overshadowed.

For example, if one keyword dominates your ad spend ratio $40-$1 then it is siphoning budget from other keywords that could be less expensive and produce better results. When this happens, I recommend moving all overshadowed keywords to a new campaign with a separate budget to see if that helps them thrive.

I do talk about the effects of each action you take within our Google Ads Certification (PPC Course) extensively.

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