Should I Exclude the Keyword ‘Drain Specialists’ from My Campaign Ad Group?

Short Answer: Yes, you should remove the keyword “drain specialists” from your campaign ad group. This is because people searching for “drain specialists” are typically looking for a specific company or brand by that name, rather than the general services you offer.

Full Explanation

When running a campaign, understanding user intent behind keywords is vital. The phrase “drain specialists” likely refers to a particular company or well-known entity rather than a general category of services. If someone is typing that exact phrase, their intention is probably to find that specific business, not to browse general offerings. Therefore, including this keyword can lead to ineffective ad spends by targeting users who are unlikely to convert into your customers.

Step-by-Step Breakdown

Identify the keyword “drain specialists” in your ad group.
Analyze the search intent behind this keyword, which points to users seeking a specific company name.
Recognize that such searches are less likely to be converted leads for your services.
Decide to remove or exclude this keyword from your campaign to better target relevant users.

Real Examples

For instance, if you are a plumbing business offering drain cleaning, targeting “drain specialists” might attract users who specifically want the company named “Drain Specialists,” not your plumbing services. By excluding this keyword, you ensure your ads show to more appropriate searchers looking for general drain cleaning or plumbing solutions instead.

Common Mistakes

Including brand-specific or company-specific keywords that do not align with your business identity.
Not analyzing search intent properly, leading to wasted budget on irrelevant clicks.
Failing to remove keywords that attract users likely seeking competitors or specific businesses.

FAQs

Why should I exclude “drain specialists” when it seems relevant?: Though it sounds relevant, the intent behind “drain specialists” is to find a particular company, meaning users are less likely to be interested in your unrelated services.
What happens if I keep using the keyword?: Keeping it may result in low conversion rates and a higher cost per acquisition as you target searchers looking for a competitor.

Key Takeaways

Understanding search intent helps refine your keyword strategy effectively.
Exclude keywords that attract users searching for specific company names rather than your services.
Removing “drain specialists” from your campaign improves targeting and ad performance.