| Maintenance<\/td> | Replace plumbingInstall radiatorRusty pipe replacementsNew bathroom installationDamp and leak remedial services<\/td> | Plumbing jobsHome plumbing tipsHow much does a plumber cost in my town<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n I\u2019m not a plumber, so the above table is just to give you an idea of how you could separate your ad campaigns.<\/p>\n\n\n\n And, of course, within your campaigns you can target specific groups too. So, although you might have emergency plumbing and maintenance plumbing, you might have, for example, residential maintenance and commercial maintenance. <\/p>\n\n\n\n The negative keywords I\u2019ve chosen have highlighted the type of searches that could be activated for plumbers. For example, jobs, DIY tips and remedial services (which don\u2019t necessarily come under the remit of plumbing).<\/p>\n\n\n\n Again, for your industry, understand how some searches could be activated and cost you a click, even if the searcher is not specifically looking for your paid service. <\/p>\n\n\n\n Pro tip:<\/strong> For those keywords that you might deem negative keywords, aim to create search engine friendly content such as a blog post instead. This means you could still potentially rank for those search terms, but without needing to pay for the clicks. <\/em><\/p>\n\n\n\nPrice in invalid traffic<\/h3>\n\n\n\nHere\u2019s a fact for you. 90% of all paid search campaigns suffer from fake clicks and invalid traffic on their keywords. In fact 14% of all clicks on these campaigns are from non-genuine traffic sources such as web crawlers, business competitors, accidental clicks and fraudulent bot campaigns.<\/p>\n\n\n\n Shocking fact, but true.<\/p>\n\n\n\n In fact click fraud, as it\u2019s known, was found to have stolen around $35 billion from marketers in 2020. <\/p>\n\n\n\n Yes, you can price this in as collateral damage. Or\u2026 You can use click fraud prevention software such as ClickCease. <\/p>\n\n\n\n Preventing click fraud or invalid traffic is obviously a good way to avoid losing your ad budget to fraud. But it’s also a good way to maximise your ad exposure, after all, the less clicks lost to bots, the more chance your ad will be seen by real humans.<\/p>\n\n\n\n Sign up for a free trial when you start your search engine marketing campaign.<\/p>\n\n\n\n Analyse the results<\/h3>\n\n\n\nOnce you\u2019re up and running with your search engine marketing campaigns, don\u2019t just sit back and rest on your laurels.<\/p>\n\n\n\n To maintain a really effective paid search campaign, you should be monitoring traffic, bounce rates, conversions and the cost.<\/p>\n\n\n\n In the early days, you might find yourself monitoring your Google Ads or Microsoft Ads dashboard daily. But, once you have established what works and you\u2019re happy with the way things are running, you might find weekly to be a better approach.<\/p>\n\n\n\n Keep an eye out for any traffic anomalies, or low performing ads. Any search engine strategy relies on optimising what does work and stopping what doesn\u2019t work.<\/p>\n\n\n\n Remember that SEM strategy isn\u2019t static. Your strategy will evolve and change as your business grows, and what works at the beginning of your marketing journey might not work so well once you\u2019ve scaled up.<\/p>\n\n\n\n So keep on analysing and monitoring what works, and come back to your strategy every few months to keep it fresh.<\/p>\n\n\n\n |