I'm fairly new to AdWords, having started my campaign two months ago. We're in a highly niche market with not many advertisers competing, and I have some questions based on what I'm experiencing.
I'll use the word "contractor" in place of our actual keyword(s). Also, we want our keyword(s) to be region specific. For example, "California contractors".
Currently, our Ad Group contains both "contractor" and its plural form "contractors" in the same keyword list. The Ad has the keyword "contractors" in both the title and the copy. Google has us at a minimum bid of $0.50 for "contractors", but $1.00 min bid for "contractor".
1. On average, there are only 3-5 advertisers for "contractors". Why would our minimum bid be as high as $0.50 per click? And, why can't I lower the minimum bid to be at a lower position?
2. There are NO advertisers for "contractor". So, why would Google charge us a minimum bid of $1.00? I'm baffled by this. I thought the fewer advertisers, the lower the cpc...Can someone explain this?
3. Should I create a separate Ad Group for "contractor", the singular form, and a separate one for "contractors"?
4. I've seen ads where they have the name of a city in the ad's title. For example, "Find contractors in Boston". Does this mean that I should create an Ad Group for each individual city? How is this done? What's the best methodology for targeting specific cities, regions, etc.?
5. Why is it that I have the keyword "contractors", but if I do a search on "contractors in London", our ad does not show up? I have to actually create a keyword phrase "contractors in London" in order for the ad to show up. Doesn't the broad match cover something like this? Can someone explain?
Thanks very much for your help!