Winning in high-cost verticals requires leveraging different tools and a marketing mindset. Here are the ways to get started:
Have Proper Tracking in Place
It’s surprising when you work with high-cost client environments and find they still do not track phone calls generated from PPC campaigns. A feature like call tracking used to seem too complicated for local businesses. It required coding, extra subscription fees, etc. and CPCs were relatively low back in the day, so it didn’t seem worth the hassle.
These days, a simple sign up and a snippet on the website will give a bunch of insight on where those high-dollar leads are coming from. This can help concentrate budget where it’s best spent, and free up funds from flailing campaigns.
Be Careful with Keyword Matching
When it comes to the search terms and how your keywords are matched to them, look at everything. Just checking your broad or modified broad is no longer enough. If you want to force search terms to match to a specific ad group, it takes more work than ever. Google will take a lot of liberties with your matching these days, including substituting terms it thinks are equivalent to the ones you have.