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Adwords for local services , how to structure things?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Local services in different areas.

Let's say you're offering conservatories.

You set up your ad

Conservatory installations, design supply & install
get a new conservatory fitted for 2k
experienced call today blah


You're based in Birmingham.

You use broad match modified +

So you're using keyword

+conservatory +installer +Birmingham

Now, First question,

Is it all that necessary to have the area keyword in the title? The url path gives you the option to add an area in green as part of the url. So they can read Birmingham if you put it there ?

Second,

Could you use the same ad to display for all of the searches within birmingham. So that one ad would show for

+conservatory +installer +Birmingham
+conservatory +installer +great +barr
+conservatory +installer +erdington
+conservatory +installer +digbeth

Does not having the area keyword related to the search in the title of the ad affect your costs per click / ad quality?

Thirdly,

Is it better, then,

To make ads, such as

Conservatory installations Birmingham, design supply & install
get a new conservatory fitted for 2k
experienced call today blah

+conservatory +installer +Birmingham


Conservatory installations Digbeth, design supply & install
get a new conservatory fitted for 2k
experienced call today blah

+conservatory +installer +digbeth

Re: Adwords for local services , how to structure things?

[ Edited ]
Badged Google Partner
# 2
Badged Google Partner

Hey Nicholas,

 

to your first question. It is best practice to use your keyword in title of your ad, because it is the most visible and eye catching part of the entire ad.

 

Second question - it depends. Are those search terms searched often enough to separate them into ad groups? Do you have landing page that is relevant to those search terms? If yes, then I would definitely go that way and performance of your campaign should be quite well.

 

second/third question

Consider this. If you would be looking for fridge repairs in Sutton and you would see two ads - 1) title - Fridge repairs in London, 2) title - Fridge repairs in Sutton. What would you rather click? I guess the second ad, because this is exactly what you were looking for.

 

Tomáš

 

Adwords for local services , how to structure things?

Badged Google Partner
# 3
Badged Google Partner

"Is it all that necessary to have the area keyword in the title?"

That all depends on what performs best. Make sure your campaign ad rotation is set to rotate indefinitely, and run some tests. Experiemnt with having the location in the headline and final path or not.

 

"Could you use the same ad to display for all of the searches within birmingham."

Of course. Location targeting occurs at the campaign level. The ads and keywords are at the adgroup level, within the campaign. You can have one or as many adgroups in that campaign as you want. You can use whatever ads in those adgroups you want. A control ad with no locations mentioned, vs. a test ad with the locations used as targeted KW's in the adgroup, etc.

 

"Does not having the area keyword related to the search in the title of the ad affect your costs per click / ad quality?"

Not really... If that makes for the best performing ad, then the QS factors of the ad will likely be better than an ad that doesn't perform as well. You just have to test these variables and find out for yourself.

 

 

Tom