I'm trying to manage an adwords campaign for an electrician friend. I'm a complete novice and the more I read, the more confused I end up feeling. I appreciate I can throw up a couple of ads and leave them, but I want to do this properly and compete. I want this to generate business not just cost money. My setup I have split categories up in to towns. So there's a different category for Portsmouth and Southamptom for example. This seemed like a logical way to structure the account. The campaign level is geographically targeted by the matching town. Therefore my ad should only be triggered by people searching within that location or they specifically target the location with keyword? The ad groups are then broken down in to themes, for example (emergency electrician) and another is directly targetting (electrician portsmouth). Each of these ad groups has their own keywords, ads and landing page. I am using exact match keywords in these ad groups for example [electrician portsmouth] [electricians in portsmouth] and so on. I have negative keywords setup for words such as auto, to eliminate people searching for auto electricians etc. My biggest concern is absolute lack of impressions. I appreciate it's not going to generate thousands but we're talking under 100 impressions a day right now, spanning 10 towns and each town has specific ad groups targeting emergency electrician, qualified electrician and so on. Today, I even setup a new campaign, targeting the exact match [electrician] which targetted a 15 mile radius but that has failed to generate many impressions either. Either hardly nobody searches for electricians online, or I'm doing something drastically wrong here. Finally, a slight confusion with match types. If I setup a phrase match post type with a keyword such as "electrician bournemouth" will this compete with [electrician bournemouth] and if so, do I prevent that by simply adding -[electrician bournemouth] at the ad group level? Any advice as to what I might be doing wrong would be greatly appreciated. Thanks
Let's start from the bottom! 1. Exact match vs Phrase match Having both [electrician bournemouth] and "electrician bournemouth" in the same campaign and even the same adgroup are OK. If you are bidding [exact] keywords, remember that will ONLY include the EXACT matches.... So if a customer types best local electrician bournemouth as their search, your [exact] match keyword will not trigger it. You would have to use "phrase" match turned on for "electrician bournemouth"to capture the impression. Use exact match and phrase match together to make sure you are getting all the variations someone may try to find you. There are literally a million different ways people are going to type keywords to find the service you are promoting. part of the challenge is in finding them. Try to think of specific problems people have with their electricity or common electrical problems that someone may be be having, and use terms like "house wiring companies" or "electrical service" or "electricity code problems" etc. etc. you might also want to look at your bidding. What is the average position of your ad? If your ad is only averaging 6 or 7th position you might simply not be bidding high enough per click to get the impressions you are looking for. Try increasing the bids on some of your important keywords to see if that increase your impression volume.
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Hi Paul, I local campaign generally get less impression as it has limited locations. First I will suggest you to use "Broad match Modifier" Keywords. Ex: +electrician +bournemouth . It will cover most of search queries which contain these 2 words. Similarly you can add more such keywords. But, with that, you need to do lots of negative keywords. for that you can use "search query report" and can also use analytic to see regular search terms to add them as negative if found irrelevant. Also, try to keep your position in top 3 which will give you more impression and option to show your extension like address, phone no and deep links.
Hi Anish, I have use those all above mention tricks ( Keywords in Phrase, Exact & modifier ) also used the Keyword insertion but i am unable to get results. My most of the keywords are in Exact Match. My campaign is Technical IT Support based, there keywords bid is very high and i am unable to get impress and clicks. Please suggest me, what i do for getting good results. Thanks Ramesh Bhatt
You're much better off doing the location targeting in your campaign settings, specify a radius or select towns you service and anyone who searches for a keyword that's geolocated in that radius or types in a town in that radius your keyword will display, it drastically cuts down on the amount of keywords you have to maintain and give you a better score as you don't have different keywords competing with each other. So instead of having to have 20 keywords with "home electrician town-name" you just have "home electrician" if someone types in 'home electrician' and their IP is located in your specified target area your ad shows. If they type 'home electrician portsmouth' your ad shows up even if there IP isn't located in your target area because they are searching specifically for a town that in your specified area.
I understand this is an older post but some advice that may help people with the same type of issue. When targeting a small geographic location with exact and phrase match keywords (which I think is smart) include one broad match general word like "electrician" lets your ads run for a week or 2 and then look under the search terms and find out exactly what people are searching for regarding electricians in your area. This will allow you to then pause the broad keyword "electrician" and focus phrase match keywords chosen from the actual search terms.
If I'm ever doing a "localised" PPC campaign I use a two-pronged attack: Campaign 1 is nationwide but all keywords are exact or phrase match and include and towns/cities/etc that the advertiser covers (eg "electrician southampton", "electrical contractor hampshire") Campaign 2 is geotargeted to the area but has more generic keywords (eg "emergency electrician", "electrical contractor") This way you ensure that you are getting the people in the area who don't specify the location in their search AND the people outside the area who do (for example, they may need services for their home but be searching from work, or their IP is registered elsewhere)
This 2 prong attack sounds good but I personally do not like the Campaign 1 outline. Targeting nationwide with very specific keywords is not a bad idea but it would involve a lot of, what I feel, would be unnecessary work. For Campaign 1 you would have to include a very large number of specifics keywords including city names town names area names and zip codes for you specific area and combine those names with a variety of keywords and phrases. You would definitely see a benefit with your quality scores if you broke those specific keywords into a few hundred ad groups. This is how you would end up with a lot of 10/10 quality scores. To me this might be the way to go for topics like "dui attorney" for which they average cost per click can get to $150 in some cases. But in order to get those quality scores for keywords that might cost only a dollar or 2, all the work may not be worth it. If you have the time, I think it would definitely show some benefits.