PPC Question.

[MASSEY]

I am testing on a free 100 quid voucher from microsoft.

• I set up a campaign called electrical services
• Inside of said campaign i set up an ad group called electrician rewiring
• I set up an ad with the intent of triggering it for people in search of an electrician in the birmingham area with the ad text to do with house rewiring.

This is how i set up my keywords



(it all went horribly wrong from this point on)

[birmingham electrician]
[birmingham electricians]
[electrician birmingham]
[electricians birmingham]
"Birmingham electrician"
"birmingham electricians"
"electrician birmingham"
"electricians birmingham"
+birmingham
+electrician

Then i set my NEGATIVE keywords as follows

[birmingham electrician]
[birmingham electricians]
[electrician birmingham]
[electricians birmingham]
"Birmingham electrician"
"birmingham electricians"
"electrician birmingham"
"electricians birmingham"
"jobs"
"apprentice"
"apprenticeships"
"free"
"grants"
"commercial"
"polish"
"pat"
"testing"
"appliance"

I was trying to do it so that when someone types in something like "i need electrician in birmingham" it would appear.


As of yet i appear to have had 739 impressions and 4 clicks for Birmingham,England .


What would be the best way to structure it when looking for clicks from people who are typing in a combintion of words including birmingham and electrician as well as people who type in the more succinct terms like "electrician birmingham"

 

[fisicx]

The square brackets mean exact match. You have got the same exact match in both boxes!

Simplify your campaign.

The keywords you want are things like:

[i need electrician in birmingham]
[i need an electrician in birmingham]
[looking for electrician in birmingham]
[electrician in birmingham]
[birmingham electricians]

And so on. Exact match as many as you like and see what happens. Don't try to complicate things in the beginning until you find out if the searches work

 

[Baz Watkins]

Don't forget long tail and localised within Birmingham i.e. 'electricians in Selly Oak Birmingham' and 'emergency electricians Northfield Birmingham'

CPC should be lower the better targeted you go.

 

[Ali-v-8]

would it not be simpler to add your self to bing local directory

 

[MASSEY]

The square brackets mean exact match. You have got the same exact match in both boxes!

Simplify your campaign.

The keywords you want are things like:

[i need electrician in birmingham]
[i need an electrician in birmingham]
[looking for electrician in birmingham]
[electrician in birmingham]
[birmingham electricians]

And so on. Exact match as many as you like and see what happens. Don't try to complicate things in the beginning until you find out if the searches work

For terms with very low volume exact match doesn't seem to be the way to go.

Don't forget long tail and localised within Birmingham i.e. 'electricians in Selly Oak Birmingham' and 'emergency electricians Northfield Birmingham'

CPC should be lower the better targeted you go.

How far do you take things though? For low volume searches.

I would be more prepared to take a hit on higher cpc than spend an age messing around making different pages and ads that match the search almost exactly.

I think i might be wasting time with yahoo anyway. I put an ad for "plumber birmingham" and the various variations and it didn't get one click in over a month.

This is why i think for local search you need to get this phrase match into play.

would it not be simpler to add your self to bing local directory

SEO doesn't deliver consistently for local searches. Especially with all the different layouts of serps for google. In most searches you are below the fold with the ads being stuffed in peoples faces.

 

[Ali-v-8]

Sorry Massey, I think you mis understood. I was referring to Bing Maps

SEO doesn't deliver consistently for local searches. Especially with all the different layouts of serps for google. In most searches you are below the fold with the ads being stuffed in peoples faces.

 

[fisicx]

They may be low volume but get enough of them and they add up to a considerable number of highly targeted phrases that combined with a dedicated landing page can convert very well.

You are offering a niche service so you need to exactly target your potential clients. As you have discovered, mixing exacts with negatives can go very Pete tong.

Start with exact match then slowly broaden then refine. It usually takes me about a week of freebies to get it right. If you pay someone to do it for you they can get it right faster because they have more experience.

 

[Dave Thomas]

ok recent post on this kind of shows the best approach...you need to create mirrored adgroups using Broad match modified and exact match forget phrase....add all exact match keywords as negatives to the broad match modified adgroup....this way you can serve up very specific ads for exact and then the BMM adgroup will soak up all the other searches but NOT any housed in the EM group..

http://www.ukbusinessforums.co.uk/forums/showthread.php?t=263486

you then need to run search query reports regularily and see if you notice trends for particular searches an add these to the EM adgroup but always remember to add as a negative to the BMM group.....