There are many things about the Google AdWords platform that I just don’t understand – things that seem to make it harder for the advertiser to maximize the performance of his campaigns. One example of this is the way the AdWords program treats keywords with capital letters. The same keyword can be considered distinct if it is typed with different capitalization. Here is an example:
law firm marketing
Law Firm Marketing
These two words would be considered different keywords. This may not seem all that significant, but we have found that Google seems to favor keywords that are all lower case by awarding them with higher quality scores. So if you have two versions of the same keyword, you may be charged a higher click cost because of a lower quality score. Can I guarantee this will happen? Nope. But why take chances? Especially when you are dealing with an expensive advertising category like legal services.
Another problem with having multiple versions of the same keywords in your ad groups is that your AdWords account can become needlessly unmanageable. Accounts that are fine-tuned to the best (and smallest) set of keywords are much easier to manage.
This is just one example of how something that seems very insignificant can have an impact on your overall paid search account performance. It is important to pay attention to the details. The difference between a quality score of 5 and a quality score of 10 can represent a significant amount of money that could be used to acquire more leads for your law firm.
Got questions? Feel free to contact Work Media at 888-299-4837 or email Info@WorkMedia.net.