After a few weeks of running the ads, you’ll start seeing data on the tabs. Look through the keyword tab and determine what your best-performing keywords are. If there are negative keywords, enlist them. With these data sets, tweak your ads and the website to match the users’ requests.
You may also need to pause or delete a few ads in this process. If the ads need to generate more engagements or rank for keywords, it’s better to leave them out than to nurture them. As you won’t be optimizing your website for these ads, even if an influx of traffic occurs in the future from these ads, they’ll not be fruitful.
However, do the necessary keyword research to determine if your competitors are outbidding you. If your traffic graphs are declining, tweak the PPC budget to compete with them. If the budget is going out of your hands, you need to start the whole process again with different ads and keywords.