Google Adwords

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  • #1
    Hi

    I am starting up a google adword campaign for my cleaning business. I would like the keywords to be cleaners and cleaning. If I was to use just one of these keywords in a broad match i.e. cleaners for my ad campaign, would someone who searches cleaning see my ad? (How broad is it - I know google adwords help page say that if you have an ad campaign that has broad match keywords of tennis shoes, tennis trainers would show as well).

    Thanks
     
    A

    Andrew Baker

  • #2
    pscj3 said:
    Hi

    I am starting up a google adword campaign for my cleaning business. I would like the keywords to be cleaners and cleaning. If I was to use just one of these keywords in a broad match i.e. cleaners for my ad campaign, would someone who searches cleaning see my ad? (How broad is it - I know google adwords help page say that if you have an ad campaign that has broad match keywords of tennis shoes, tennis trainers would show as well).

    Thanks
    Click to expand...

    Basically yes, but I would advise you not even to consider running a broad match KWs targeting cleaning, cleaners, etc...

    You will get 1000's of impressions, low CTR, low impression share, low QS and what clicks you do get will probably low quality traffic so a low conversion rate.

    I've set up a good few campaigns for cleaning companies over the years so I know this from personal experience.

    Remember to use location keywords or location targeting to focus on relevant traffic.
     
    Upvote 0

  • #3
    Hi

    Thanks for the reply.

    ATM we have these six keywords:

    cleaning city 1
    cleaners city 1
    cleaning city 2
    cleaners city 2
    cleaning city 3
    cleaners city 3

    and was wondering whether these can be condensed into three keywords but still impact the keywords of cleaners and cleaning in them locations? Would you use a broad match, phrase match or exact match?

    We used the Google Adword traffic estimator with 0.57 max CPC and 2.50 daily budget.

    The Draft campaign:
    5.82 - daily clicks
    127 - daily impressions
    2.5 - ad pos
    £2.39 - daily cost
    4.6% - CTR
    £0.41 - av cost per click.

    We have lots of negative keywords e.g. car, window, oven

    Does that sound okay? We are not looking at paying more than 2.50 per day atm.


    Thanks again.
     
    Last edited by a moderator:
    Upvote 0
    A

    Andrew Baker

  • #4
    pscj3 said:
    Hi

    Thanks for the reply.

    ATM we have these six keywords:

    cleaning city 1
    cleaners city 1
    cleaning city 2
    cleaners city 2
    cleaning city 3
    cleaners city 3

    and was wondering whether these can be condensed into three keywords but still impact the keywords of cleaners and cleaning in them locations? Would you use a broad match, phrase match or exact match?

    We used the Google Adword traffic estimator with 0.57 max CPC and 2.50 daily budget.

    The Draft campaign:
    5.82 - daily clicks
    127 - daily impressions
    2.5 - ad pos
    £2.39 - daily cost
    4.6% - CTR
    £0.41 - av cost per click.

    We have lots of negative keywords e.g. car, window, oven

    Does that sound okay? We are not looking at paying more than 2.50 per day atm.


    Thanks again.
    Click to expand...

    It really depends how much time you have to optimise / manage your account...

    What you propose above would suffice however it's not the way I would do it, I would split out exact match ad groups for each KW theme and create separate ad groups with modified broad match (with negative KW lists and the negative exacts from the exact ad groups)... this provides greater visibility on account performance and offers better control.

    Also I would make sure you monitor your impression share metrics... just in case you are losing share due to rank or budget.

    It's good you've created a negative KW list already, keep on top of it, review your SQRs (search Query Reports) on a regular basis and add irrelevant KWs to the -KW list.
     
    Upvote 0
    Dave Thomas

    Dave Thomas

    Free Member
    Jun 18, 2010
    215
    46
    Lodsworth
  • #5
    So in a nutshell as above your groups will look like this its what we call campaign mirroring, and as you see trends from the search query reports from the Broad match modified ad group add them to the exact group and also add them to the BMM as a negative exact...sounds confusing but all makes sense...It is just so that EM groups serves only those terms inside and the BMM groups scoops up all of the leftovers!!


    Broad Match Modified AdGroup
    +cleaners in +xxx
    +cleaning +company in +xxx
    +cleaning +companies in +xxx
    -[cleaners in xxx]
    -[cleaning company in xxx]
    -[cleaning companies in xxx]

    Exact Match Ad Group
    [cleaners in xxx]
    [cleaner in xxx]
    [cleaning company in xxx]
    [cleaning companies in xxx]

    but dont forget to split out domestic, office in case you have different ad ksp's for each that you want to display in the adtext>?..
     
    Upvote 0

  • #7
    Thanks for your replies.

    So the campaign will have an ad group that contains the broad match modifier keywords and then another ad group that contains the exact match phrases.

    I am confused as to why you would have the exact match phrases as negatives in the broad match modified campaign? Is it to help with monitoring the campaign and understanding what the person/people have searched for? (We have not put the campaign live so do not know what the stats will look like).

    Thanks again.
     
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