Long story short I've been working for my company for about 6 weeks now. Was brought in as an SEO, but I've made a big focus on PPC as I want working PPC campaigns to take high conversion keywords from it for our SEO campaigns. The PPC has been running for over a year now at an 89.1% loss. When I first came in, though I had never touched an adwords campaign in my life, so I've spent the last few weeks learning everything I can, and am at the point where it's time to completely restructure the account. I built a brand new campaign earlier this week. This campaign was supposed to be very simple, no fancy tricks yet, and not broken down too finely. The campaign began to tank within a couple of days, though. I started off with an average QS of 7 and was soon down to about a 4. CTR was abysmal, worse than the old campaigns, despite the fact that my ads and keywords were much more tightly targeted than the older campaigns. Normally I wouldn't use 2 days worth of data as a good sample size to make a decision, but many of the keywords began to fall out of a profitable budget range very quickly. I've already had 2 different sources tell me I should have about a 3% CTR in my particular industry, and I'm currently hovering(drowning?) at about 0.42%. Overall my CPM definitely went down by about 300%, and my CPC was also down by more than 300% on the first day, so I still think this campaign was a marked improvement over the original, but I'm not targeting CPM so that's just not good enough. I think my big mistake with this campaign was experimenting with automated bidding right from the get go. The CTR for some of the keywords(some) looked absolutely amazing for the first few hours, then as the automated bidder began dropping the price, the CTR went down, the QS followed, and the price started jacking way up, but the automated bidder wasn't going back up high enough. So I guess my question is, what should I do different than if I were merely building a brand new account? I'm turning an already poorly running one around instead. My gut tells me at this point I should bid higher, make a strong focus on getting as high an ad position as I can for a few days, even if i have a crappy CPC at first, just to beef up the CTR and QS, keep everything on manual bidding and maybe even up the budget. Break down the campaign to no more than 2 keywords per adgroup, and make a much larger quantity of adgroups, even though at this point I'm only targeting about 8 landing pages, probably going to try about 4 adgroups per landing page, maybe more on some. Is my thinking going in the right direction? Or am I going to shoot myself in the foot again? Is there anything else I should be doing? Anything different? Any feedback would be greatly appreciated. Also, I would appreciate if anyone gave some feedback on our two websites, allforcabinets.com and allforfloors.com I know for SEO purposes they are still quite horrendous, but my question would be are they so bad that they are affecting our ability to convert? I'm still somewhat concerned that even if I make the worlds best adwords campaigns, if my site can't drive conversions, it's completely pointless. Thanks in advance.