Our approach was to build upon the scope of the existing campaigns, offering a higher volume of traffic and leads at a relative lower cost. Here is how we approached the account;
We added new keyword’s into the account to ensure that core keywords weren’t being missed; such as the inclusion of ‘builder’ and ‘building company’ style keywords in addition to the ‘architect’ and ‘extension’ keywords used initially.
The existing keyword choice in terms of granularity was quite limited; the client offered extension services of any kind including loft, kitchen, and general home extensions, however only the generic keyword ‘extensions’ was previously targeted. This added huge scope to the campaigns.
The previous campaigns only targeted the geographic location of London and didn’t include the location names within the keyword themselves. This meant that if a user searched for ‘Architect near me’ they would see the ad, however if they searched for ‘Architect Lewisham’, the clients ad would not appear. We therefore created new campaigns that only included keywords that mentioned the specific location name (targeting over 230 individual London Districts with Single Keyword Ad Groups) with a wider geographic radius. This significantly increased the scope of the campaign and these geo campaigns performed on average much better in terms of cost per lead than the more generic campaigns.