Introduction
Running Google Ads without a strategy leads to wasted budget, and we know how important efficiently spending budget is–especially for local businesses. There’s no need to light your money on fire.
Here’s how Kentucky businesses can build campaigns that actually perform, without throwing away their heard-earned funds.
High-Intent Keywords
Focus on searches like ‘near me’ and ‘[service] in Kentucky’.
These searches convert at higher rates.
Why do we use quotations and brackets? Those tell Google you are looking for phrase matches or exact matches rather than truly broad matches. Broad matches can lead to ineffective or off-topic search queries, and can contribute to wasted clicks and budget.
Location Targeting
Target specific cities and service areas.
Exclude locations outside your service region.</p
We already know the question most likely to follow. “If I’m only targeting certain areas, shouldn’t that already exclude other ones?” Yes, it should…in theory. But it’s safest to double down, ensuring you are focused on the right locations.
Landing Pages
Use dedicated landing pages instead of your homepage. Your homepage likely has too much information on it. It’s not specific enough to drive the intended action of users with very specific searches. We want to limit the degree of difficulty for potential users. A streamlined, easy to follow journey is always best.
Using dedicated pages that correspond to the actions you want users to take improves conversion rates significantly.
Tracking
Track calls, form submissions, and conversions. If you’re not measuring, you can’t manage.
You need to know if ads are having the intended effects. Accurate tracking allows for smarter optimization.
Newman Digital Strategies builds data-driven Google Ads strategies for Kentucky businesses.