Date: September, 2016
Client: Giant Landscaping
Project: Google AdWords Campaign
Challenge: To provide more cost control and keyword customization for this client’s AdWords campaign.
Our Solution: This client had been managing their own AdWords Express account for some time with decent results. They liked the program because it was simple to manage; would give extra internet visibility beyond what they were already getting from their good organic search position; and the campaigns could be paused at any time they got too busy. The cost-per-click was relatively low and visibility was good. But things started to change. After about a year and a half, they noticed their budget was being used up faster. They asked Local Net Results to review their Express account.
AdWords Express allows business owners to create separate ad groups according to pre-specified niche markets. A budget is set for each ad group. The actual keywords are limited to broad-matched industry keywords that are automatically fed into the campaigns by the Express program. While their “impression share” was great (how often the ad appears on a computer screen), the keywords were not targeted. Giant Landscaping was paying for clicks on keywords that were not relevant to the services they offer in the Northeast. When we “shut off” non-relevant keywords in the account, the program would add in new ones. It was like filling a leaking bucket!
Our AdWords team set up a customized Google AdWords campaign for Giant Landscaping with seven ad groups covering about 3300 keyword combinations. This gives us complete control over maintaining their budget limits while maximizing visibility at the same time. We monitor all of our clients’ accounts daily and are able to shut off keywords that suddenly increase in click-rate due to seasonal competition.
Through our understanding of Giant Landscaping’s seasonal market, we were able to create an AdWords calendar that targets the most profitable services at the right times. Budgets are preset for specific services in specific months. Our remarketing feature builds a list of qualified shoppers and “follows” them on various Google Partner sites (like weather.com) with display ads.
Within three weeks of the ads running, this client received six irrigation installation jobs through their AdWords campaign! They are now able to focus on their business instead of how much they are paying per click.
Conclusion: AdWords Express can be a useful program for a simple startup company. However, for growing businesses – and ones with multiple verticals – there are many more customizable features available through an agency-managed AdWords campaign. Between the money saved on better-targeted keywords, and the advantage of daily budget management, these companies will receive a greater return on their investment from hiring our AdWords team than managing it themselves.
