Setup a Google Ads campaign targeting high-intent searchers in your area.
- Which keywords should we target with this campaign?
It’s important that you target keywords that are relevant to what’s written on your website. If you want to target “Library Design” but don’t have anything on your website about Libraries, or Library Design, then Google will be reluctant to show your ads at a competitive price.
- How should we format our keywords to make sure Google understand what we want to target?
When entering keywords into Google Ads, you should make sure that you’re sending Google the right instructions for how to treat your chosen keywords. I’d recommend using either of these three conditions:
+Architect (the plus symbol will instruct Google to target any search query containing the word architect.)
[Architect in Melbourne] (the square brackets will instruct Google to only target search queries that contain the exact phrase “Architect in Melbourne” and nothing else.)
“Architect in Melbourne” The quotation marks will instruct Google to target search queries where these words are used in this exact order, with any other words either side. For example, your ad would show up for the search “Best architect in melbourne” but not “Architect near me in melbourne” because the order of the words is broken up.
- What daily budget should we set?
With Google Ads you’ll pay for each click to your website. It’s up to you how much you spend each day. Your campaign will scale as your budget increases. Start with a number you feel comfortable losing. In other words, pick a daily budget that will be low enough that you’ll be able to forget about the campaign for a few months to give it enough time to settle in and start working for you.
If you pick a daily budget that hurts too much, you’ll become impatient and find it difficult to give the campaign the time it needs.
- Where should we send the traffic on our site?
In general, most firms will send the traffic to their homepage. However, if you are targeting a keyword for a specific service that you offer such as “Feasibility studies”, then direct the traffic towards your feasibility study page (or create one if it doesn’t exist).
Over time, you should aim to create pages for each of the keyword themes you are targeting. Here’s an example:
- London Architect.
- Example keywords: [London architect], [Architect in london], [London architects], +london +architect.
- Landing page: www.architect.com/london-architect/
- PassivHaus Architect
- Example keywords: [passivhaus architect], [passive house architect], [passivhaus architecture firm], “passivhaus architecture firm”.
- Landing page: www.architect.com/passivhaus-architect/
- Which ad copy variations should we test using responsive ads?
Responsive ads are a great new feature Google have released to make creating and testing different ad ideas (without having to pick the best headlines, and descriptions yourself). It works by writing different ad elements, then Google combines them automatically to figure out which combination works best. Try to come up with a variety of different ad copy ideas for Google to test.
- Which critical pages will we create sitelink extensions for?
Sitelink extensions allow you to add additional links underneath your Google Ad that point to various pages across your site. These help to improve your ad by increasing the size of your ad on the page.
- Which callout extensions will we create to highlight your firm’s services?
- Create a Google Ads account.
- Attach a payment method to your ad account.
- Create a new campaign ‘Without a goal’s guidance”.
- Select Search type.
- Pick Website Visits as the intended result, and copy paste your website URL.
- Optional: select ‘Phone calls’ and enter your business number.
- Networks: uncheck ‘Google search partners’ and ‘Google Display Network’.
- Set your chosen targeting options.
- Set your chosen daily budget.
- Change your big strategy to ‘Maximize clicks’.
- Create your sitelink extensions.
- Create your callout extensions.
- Set your Ad Group keywords (one per line).
- Click “Save and continue” to skip ad creation.
- Click “continue to campaign”.
- Click “Ads & Extensions” in the left hand menu.
- Click the + icon and create a Responsive Search Ad.
- Select the ad group you created earlier.
- Enter your final URL, headline variations and description variations – then save the ad.