Direct searches often have the highest CPCs because everyone bids chile mobile database on them and they are the most visible. If someone is searching for symptoms, it may not have as high a conversion rate. Also, call/lead quality can be a mix of good and bad CPCs, but these are often lower, resulting in a lower CPA or cost per lead.
Grouping a variety of keywords by theme into relevant ad groups can increa stephanie jordan directormarketingprogramsbusinessandgeneralaviation se conversion rates and lower CPC. This reduces the cost per lead because your ads can be tailored to the keyword.
ne large ad group with a large number of keywords
that displays the same (mostly) generic ad, targeting the same general services page.
It’s usually worth trying a separate branded keyword campaign dependi uk data ng on your specific service.
It’s a good idea to consider bidding on competitor names as keywords, broad match, or phrase match. Do this in a separate campaign and give it enough time to experiment.
Home service businesses often get leads from people who accidentally called them and aren’t interested in changing companies. Keep a close eye on this competitor’s standalone campaign. It can work wonders. Or, you can block all competitor names and give them a negative keyword label across your entire account. If you have a larger budget, we recommend running multiple keyword strategies at once.
This can be done using:
- Broad match keywords for your direct terms, such as “painting services near me.”
- The symptom search keyword itself as a loose match – which would match related searches.
When used correctly, broad
atch keywords can find many search queries with lower CPCs. However, you need to monitor your keywords closely and add negative keywords frequently. This tactic can help you offset the high CPCs of phrase and exact matches for direct terms like “plumber near me.”
Before launching your campaign, we recommend preparing a list of negative keywords to avoid wasting clicks on search terms that you know are not relevant to you. It is also a good idea to test multiple match types simultaneously.
Add a keyword column to your search query report to better understand which keyword and match type triggered each search query. This will help you identify new keyword opportunities and block unwanted ones.
Keep an eye on your CRM to ensure you’re getting quality leads, otherwise all your efforts to improve your keywords and match types will be wasted.
For long sales cycles
For longer sales cycles, a mix of campaign types is available, but search will still play the main role.
Search campaigns can target:
- Direct search for keywords, such as “housing complex reconstruction Prague” or “custom kitchen” at the bottom of the path.
- Keywords at the beginning of the journey like “bathroom renovation” or “average energy savings when installing photovoltaics” if your budget allows.
You can also add a separate campaign with branded keywords. For larger budgets, longer sales cycles, and businesses that advise both online and offline, a separate branded campaign is very important for all stages of the journey over a longer period of time.
Remember: Your ad text and the landing page your ads will lead to should be relevant to the entire journey stage.
Let’s assume that the ad and landing page are still in the early stages of research. In that case, the keyword, ad, and landing page should match remodeling ideas,