i am running a PPC campaign for a law firm situated in Orange County, California. All the chosen keywords are based on DUI cases such as Orange County DUI defense, DUI lawyer OC etc. As these keywords are popular as well as costly, I have recently increased the Max CPC as well accordingly. But I couldn't find any improvement in terms of impressions, clicks and conversions. Please guide. Further I have some more queries regarding a ppc campaign:
1. Should we select the long tail keywords for PPC for example: California drunk driving defense attorney, drunk driving defense lawyers and attorneys etc.?
2. Would it be beneficial creating a single ad copy for a multiple list of keywords?
3. What should be a call-to-action for a law firm?
For some of my keywords Goggle shows the following messages:
"Your ad isn't being shown for this keyword because there may be other ads that are ranked higher and have similar keywords. "
"The User is located outside your campaign's Geo-targeting area."
Can you please explain these issues as well?
Thanks
1.You should always have long-tail keywords. Make sure they are log-tail though. If it gets tons of impressions and clicks, it isn't logtail. I would add thousands of words and weed out the poor performers. Have a threshold, like something that spent $100 and no leads, you pause.
2.The keywords that get the best CTR are the ones who have the keyword in the title and the description. The title is the most important. I would create two ads to test with different messaging and use a targeted title with the keyword. Like: Find a DUI Attorney for keyword DUI Attorney
3.A call to action would be: Find an Attorney Here or Register for a Free Consultation
Remember, the better the CTR, the more relevant the keyword is to the ad and landing page, the better the quality score. When you have a great quality score, your ads will rank higher for less money. You can potentially rank higher than somebody who pays more than you.
The two error messages you have:
"The User is located outside your campaign's Geo-targeting area." – You have Geo-targeting on and the keyword is of a different location. Like San Francisco geo-target and the keyword is for New York.
"Your ad isn't being shown for this keyword because there may be other ads that are ranked higher and have similar keywords. " – This is a quality score issue. You have ads with better quality score that are more relevant to this keyword. If you are not sure, call Google and a rep will check for you.
The most important thing is to group well. If you can have 5 keywords or less per ad group, that will help you tons with your quality score. Have targeted ads and targeted landing pages. All of this will give you a much better position and a lower CPC bid.
