Pause keywords that aren’t working out. Pause high cpa keywords to allow more budget to top peformers. Test new ads or only run with top ads for a while. Test smart bidding if u have enough conversion data. Keep on top of negatives and search queries. Improve landing pages and website. Test offers, promos…..I could go on
Well… fundamentally you can always optimize things based on the metrics that directly affect your cost per conversion.
First thing that affects your cost per conversion is your cost per clicks. Ask yourself if you’re paying too much for keyword or placement or audience bid on average.
Second thing to look at is your conversion likelihood. In other words how often particular placements or keywords lead to a conversion.
Ask yourself if some placements convert at a higher rate than others. If some are converting low or nothing at all perhaps you want to lower your maxed bids on these.
Of course simply lowering your CPA strategy, will do this for you, crudely.
You may not get the volume of conversions, But they are likely to be cheaper.