Google Ads is a great tool to achieve many marketing objectives, from generating brand awareness to actually closing a deal. But no platform is going to magically drive valuable results if you don't take a moment to analyze the outcomes and adjust your strategy.

Whether you're dealing with search campaigns or shopping ones, keywords are crucial for your ads to reach top positions and get those clicks. But what if those clicks are useless? What if those so wanted conversions are totally worthless? Not exactly the definition of success...