Importance:
AWA
AWA provides some guidelines to help ensure a decent CTR for AdWords campaigns.
AdWordsAdvisor Says: [
Link to quote]
Every advertiser develops their own practices over time, but IMO if you follow a few important principals you may never see the 'Restore full delivery' button again. Briefly:
* Avoid using very general keywords (gizmos)
* Instead focus on using targeted keywords which describe your actual products or service in a rather specific way (ornate blue gizmos)
* Collect all related keywords in targeted Ad Groups
* Then create an ad that is highly targeted to the keywords in that Ad Group.
The idea is that someone searching for something specific, (which just happens to be exactly what you have) is a pre-qualified customer. If you put an ad in front of them that talks about exactly what they were looking for, there are quite likely to click.
If you do these things, then you should end up with a pretty darn good CTR. And never have to 'Restore full delivery' again.
