A Home Service company had been running a Google AdWords campaign for many years. Unfortunately, due to employees changes, the campaign hadn’t been actively managed or monitored for many of those years.
The first thing was to pause all the current campaigns because they didn’t have any associated company goals, used widely different bid strategies, all pointed to the home page and co-mingled different ad placements. The first step was to work with the general manager and determine his goals which were to increase the number of email quotes. Additionally, a spreadsheet was created to track certain AdWords metrics like impressions, clicks, click through rates and number of emails received.
The next effort was to determine keywords using information science techniques. The first effort was to determine keywords related to the industry and the services performed. The keyword list was expended to include keywords that related to the following possible searches: information, investigational, transactional, location, noun, verb, varieties and general terms. A matrix of keywords was then created.
Then, possible ad text was created that fit within the Google AdWords limitations. Specific website landing pages that related directly to the services that were performed were created. These landing pages had a simplified form to capture the minimum information needed to get a quote. The form had an email notification that would send an email to the sales team with the inputted data. Finally, a thank you page was created to display after the form was submitted which also included the Google AdWords Conversion Tracking code to record conversions in the AdWords account.
Finally, new AdWords search network campaigns were created that used manual CPC (Cost-Per-Click) bid strategy along with targeted locations. Specific Ad Groups were created to group the different keywords. Keywords were added that target for “exact match” searches. One ad was created that went to the landing page.
The campaign was monitored for many months and continued to show results in the form of conversions which were email quotes.