Absolutely, though it will mean that you will have to think a bit and employ a different kind of an approach to managing your campaign. Campaigns are generally focused on “more”: you want to target more sites, try more ad copy, add more keywords, get more volume, increase click-through rates etc.. However think of what you want “less” of to make your campaigns more efficient and reduce costs.
This is not applicable to all sites. E-commerce sites, in particular, will not want to use this tactic. However, for sites whose main purpose is generating a lead, this can be very useful, especially when repeated conversions from the same lead are not really what a business is looking for. By showing your ad to someone who has already converted will probably result in accidental clicks and this will increase costs through wasted clicks or lower CTR.
By making use of RLSAs (remarketing lists for search ads). You will need a remarketing code added to your site. If you have it already, then you will be able to identify those users who have already converted and make a list of them. Then, just ensure that your campaigns exclude that list so anyone on that list will not be targeted.
Using negative keywords will ensure that you only get clicks from users who are interested in exactly that which you offer. Further, you should choose your match types wisely. You should use multiple campaigns and they should have different match types for the same keywords. What you will then have to do is to ensure that on campaigns having keywords of broad match type, the keywords of exact match type are put under negative keywords. This is an example of how match types work
If you use phrase and broad match above you will have wasted clicks for certain. Once your campaigns are running find out what searches your ads are showing for and exclude non relevant ones here. View this post on how to find these irrelevant searches.
This is especially useful for those ads which lead to calls to a call center or where the business is only open during certain times.. What you can do is to use ad scheduling in Adwords to ensure that the ads will show up only during those times when the call center is running. You can use the time report in adwords to determine what days and times you may want to turn off or reduce you ads.
Often in aggressive campaigns and in some smaller campaigns it will look like performance is on track but with big accounts you might not see what is not working. In this example below by finding those keywords with clicks and no conversions (please make sure you conversion tracking data is robust before doing this) we could cull keywords that have cost over £8000. Use the keyword filter to run this report
Time to save some costs and tell your boss you are boss