How we evaluate a keyword
Every term is judged on several aspects.
From keywords to ad groups
Keywords are grouped by theme, so each ad answers a specific search. If you want your website content to support these searches too, find out about our SEO content work.
Keyword match types are the rules that decide which searches trigger your ad: broad, phrase or exact. The broader they are, the more people you reach, but with a higher risk of waste. For companies in Como and Brianza we calibrate them on the goal and correct them by looking at real searches.
Negative keywords are terms you exclude from the campaign, so the ad does not appear for searches that bring no customers, such as people looking for free things or jobs. They reduce wasted budget. From Cantù we update the list for companies in Como and Milan after every review of search terms.
An effective text ad picks up the user's search, clearly says what you offer and invites a specific action, with headlines and descriptions consistent with the landing page. It is tested with several variants and improved over time. We do it from Cantù for companies in Como, Brianza and Milan.
To limit the geographic area of your ads you choose radii, cities or regions and exclude areas you do not serve. If you work between Como, Brianza and Milan you can concentrate the budget where your customers are, adjusting the area based on real calls and enquiries.
A/B testing ads compares two variants, for example two headlines, changing one element at a time: the winner is decided by clicks and conversions, not by hunch. From Cantù we apply it to the campaigns of companies in Como, Milan and Lugano, waiting for enough data before drawing conclusions.