If you are an architect, civil engineer or structural engineer looking for new projects, Google Ads (formerly AdWords) is a great place for finding new clients. Being found when needed, as opposed to targeting customers who are not looking for your services, increases the chances to be contacted and awarded a project. And you can get projects at a relatively low cost, too. That’s the beauty of a properly set up Google Ads campaign: Your potential customers can easily find you when they need you by simply doing a search in Google. Hence the importance of your keyword list.
Below you will find a list of keywords for your architect or engineering firm. You will see that there is a phrase in brackets: [Insert City Name]. This is for you to add as many locations as you serve. If you serve 5 locations, then it would be a good idea to add all 5 locations on your keywords list.
[Insert City Name] architect
[Insert City Name] architectural design
[Insert City Name] architectural firm
[Insert City Name] building plans firm
[Insert City Name] civil engineer
[Insert City Name] civil engineer firm
[Insert City Name] civil engineering
[Insert City Name] civil engineering firm
[Insert City Name] design a home
[Insert City Name] structural engineer firm
[Insert City Name] structural engineering
[Insert City Name] structural engineering firm
hire [Insert City Name] architect
hire [Insert City Name] civil engineering
hire [Insert City Name] structural engineer
hire [Insert City Name] structural engineering
[Insert City Name] design a home firm
hire [Insert City Name] architect
hire [Insert City Name] civil engineer
[Insert City Name] structural engineer
Before you jump into carrying out your own keyword research, you probably need to ask yourself the following questions:
- Which services do I want to promote?
- Who is my target market?
- What are they looking for?
- What is my location target?
- What problems am I solving?
- Do I have a unique offering?
- How much am I willing to pay per lead?
- What is my budget?
These are important questions because they will help you to focus on the kind of keywords you would like to target. You won’t want to add keywords to your Google Ads campaigns from services that you do not offer, nor perhaps those ones that can be too expensive. You also have to double check if the keyword phrases that you are thinking of using actually have searches. It does happen that we are so immersed in our businesses and its vocabulary that we forget how people who don’t belong to our industry refer to the same things using other words. In other words, you have to focus on using keyword phrases that your potential customers will use to find you.
Negative keywords are as important as the keyword phrases you will target. This is because you want to avoid your ad from showing with keywords that are irrelevant to you and that will only hurt your campaigns in terms of cost and data. Some examples of negative keywords for your architect or engineering firm will be “book”, “case study” and “college”. You can also prevent these terms from showing your ads by using only exact match keywords, but this has two disadvantages. On one hand, your keyword list will need to be more thorough and probably many times more extensive as traffic for exact match keywords is lower. And on the other hand, you will be missing on opportunities that you have not considered for people to find you. We recommend using a variety of match types. If you have a limited budget, you can start with phrase and/or exact, for example. If your budget is higher, then you will probably do fine with broad and exact match keywords.
Selecting a relevant and comprehensive keyword list for your business is just a starting point on setting up any Google Ads campaign. There are other important factors, like your landing pages, your ad copy (which includes extensions), installing the conversion tracking code properly and on the right page, deciding on the bid strategy, etc.
We understand how important it is for you to focus on what you know how to do best, because we are the same. We only do Google Ads for the same reason.
You can watch some of our success stories here: https://www.webrageous.com/results.htm
If you want someone to take care of this important part of your business, we encourage you to contact us at 855-945-1596 for a free consultation. We also offer a free account audit should you already have a Google Ads account that is underperforming.