Before the start the client had only one landing page with some of their services listed. But they provide a much wider list of services, so we decided to create ad groups for different services. This meant separating keywords by groups with different meanings for clients' needs.
For example, our client didn't have separate web pages for services like "military lawyer consultation" or "road accidents' lawyer", etc. The key reasons why such web pages should be available:
- A higher percentage of site visitors conversion into potential customers. This happens because of the fact that a user clicked on the interesting ad and is redirected to a web page describing this service. It means that a user is more possible to leave an application.
- Lower cost per click and lead price in Google. If a web page is relevant for a keyword, this increases the chances of getting a higher quality score and paying less for advertising clicks.
- A higher percentage of conversions into clients. It's similar to the first point but if there it was about a user reaction, here it's means that if a web page is relevant, a client more likely would pay for services.