![]() ![]() These are keywords that do not contain a location but we will only use these to target people within the Manchester area.Īlthough I arrived at this strategy independently through years of testing, within the PPC community the way in which I am suggesting structuring ad groups is known as creating SKAGS, or single keyword ad groups. Italian Restaurants Deansgate Manchester.These keywords are self-explanatory as they are basically keywords that contain a location(or a geo-modifier as PPC folk like to call them) – ignore match type for now as the below examples should be seen as seed keywords. ![]() My article on how to reverse-engineer your competitor’s strategies is worth reading if you are interested in keyword/competitor research.īelow is an example of the keywords that I have chosen to target for our imaginary Italian Restaurant campaign, these are just an example and the volume of keywords in a real account would usually be much bigger. This blog post isn’t really about keyword research, I want to focus on campaign structure and keep the post short and sweet so that it is actionable. I have used similar strategies for accounts with a yearly spend of between £5,000 to £1m spend per year and I always get consistently good results. I will use the example of a local Italian restaurant for the purposes of this tutorial, but the strategy I show you will work for just about any local business. I’m a great believer that the simplest way of doing something can often be the best way and the account structure strategy that I outline in this blog post is not only easy to implement, it is one of the most effective ways to generate leads online. I will show you how to do this within the AdWords interface but advanced users will likely be able to do it faster using AdWords Editor which is a desktop app for editing accounts offline. It will focus mainly on how you should structure your campaigns, ad groups and keywords to help improve quality score, click-through-rate, and most importantly increase the chances that you will get a healthy return on your advertising spend by reducing cost per lead while also improving conversion rate.
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