How TO OTIMIZE KEYWORDS , DOING GOOD IN PAST.
Re: How TO OTIMIZE KEYWORDS , DOING GOOD IN PAST.
First and the foremost step should be to review the Search Terms report and identify what type of queries you are getting in. Relevant or irrelevant. Based on that you could add the relevant ones as the new keywords inside the account and irrelevant as negative keywords.
Also explore the Keyword Planner tool for new keywords which could be beneficial for the account.
Go through the Opportunities Tab and see if any new keywords suggested by the AdWords could be could to go or not.
What keyword matching options are you using? Broad matches could lower the CTR, so you should be trying more of the restrictive match types like exact and phrases.