Similar to organic SEO campaigns, you will want to select keywords that that get a high volume of traffic that is relevant to the product or service you are selling. Once the keywords are determined, we then need to decide whether to use “broad” or “specific” keyword settings on the ad campaigns, which can make all the difference with success or failure.
Establishing the right cost per click is a very important step for both budgeting purposes and for AdRank, which will effect where your ad is placed. We do through research to determine the best price point to use for your keywords while not blowing your budget.
It is just as important to select the right negative keywords so you maximize your budget and do not blow it on wasted traffic. For example, if you are targeting the phrase “Dallas divorce lawyer”, we would use the negative keyword “free” to eliminate any individuals looking for a free divorce lawyer in Dallas.
For maximum ROI, different ads should be created for different keyword groups. To maintain relevancy and maximize conversions, these ads need to click through to keyword specific landing pages designed specifically for that traffic.