Adwords Campaign Optimization Questions

What we usually do we do for each service thet roofer provides we create separate adgroups for each city within service area (keywords must contain "+CityName" ) AND adgroup for user search queries without a city in them.

Then we make sure that each geo-oriented adgroup has ads with city name in headline. Also you definitely want your corresponding landing page contain city name in it's headline too.

That significantly increases QS and then conversions.

Hope this make sense.

Hi thefsboking,

You need to improve your "Message Match". Split up you keywords into more tightly focused ad groups.

All the keywords in an ad group should be nearly identical in meaning and contain the same root keyword phrase. For example, "hail damaged roof" should not be in the same ad group as "roof tarping service", those are two completely different search terms and you need to write ads that include a message written for each specific term.

Quality scores are based primarily on relative CTR. You are in a competition with other roof repair services, so you must beat their CTR to improve your Quality Scores. Someone looking for "hail damaged roof repair" will more likely click an ad written expressly about a "roof repair service for hail damaged roofs" than they would for an ad written about a "roof tarping service", and vice versa.

HTH,

As dburk said, you need more tightly focused groups. You have apparently one group and mixing what I call themes. You have roof tarping services keywords mixed with emergency roofing and other keywords.

This means you are showing the same ad no matter the type of search. If you had an ad that matches the keyword, you'll have better results. So if I search for roof tarping and see an ad actually mentioning roof tarping, I'm more likely to click on it instead of a generic ad or one focusing on emergency services. dburk called it message match. So create more groups each with a theme and create ads within those groups matching the keyword theme.

I'm not attracted to the ad you are showing. It doesn't make me want to click it much although I can say the same for competitor ads. You are all saying pretty much the same thing. Come up with something different and better.

Although I don't typically suggest using one-word keywords such as roofer, there can be always exceptions. I have never done a campaign for a roofer but I suspect that's how most people would search. They may not search for "hail damaged roof" but will for "roofer(s)" and probably "roofing service". It means doing things a bit differently (more negatives, ads need to be great) but I have done so for chiropractors.

You don't need in my opinion a page for storm damage roof. If someone needs to replace a roof - whether by storm damage or simply because it's old - they'll do it quickly. Of course, this more often than not happens after a storm and damage being noticed as it did to my parents years ago.

Your landing page and site in general needs to convince me to use your service, to give you a call. You basically say "need roofing?". Yeah, that's why I'm here. Now tell me what you can do for me. Obviously you can fix my roof but I need to know more. Build a relationship and instill trust. You're from Missouri so show me. Otherwise, I'll check out others and probably forget about you and you just wasted the click that brings me there.

Thanks everyone for for the great responses. I am happy to know I am in the ball park and now just need to get a base hit. Here is what I plan to do:

1. Create ad groups for keywords that have a different theme from the group they are currently in.
2. Create Ads for the new ad groups.
3. Create landers for the new ad groups.
4. Improve copy of ads and landers. Here is something I found that should help with the ads. Successful Ads

So now let's talk bid strategy and budget. The roofer wants to spend $500/month. Depending on the keywords their ads may not show much because a couple of clicks could end their days budget if I spread the budget out by day. Any suggestions? Here is a screenshot of the bid strategy.