1. Start out by ensuring the top keywords are in the ad copy. Try to incorporate these into the headline, body, and display path fields, if possible.
2. Determine whether the ads match the searcher intent of the keywords. If not, they should be moved to a different or new ad group with more relevant ad copy.
3. To improve usability and conversions, use copy on the landing page to communicate to the user what will happen next when they complete an action.
4. Use the Google tool or a similar one to gauge the current landing page performance. Check more than one page to ensure the results are consistent.
5. Check below-average expected CTR to ensure the ads are matching the keyword grouping.
6. Prevent irrelevant searches from triggering ads by creating negative keywords and tightening up match types.