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Search & Social Made Simple for Services Businesses

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Kickserv & WordStream have partnered up to bring you the latest best practices for Online Advertising for Services Businesses.

In this webinar, learn how WordStream can help increase your exposure through your paid search and social advertising efforts.


WordStream users convert 60% more leads while reducing their costs by 10%. We'll show you how!

Published in: Marketing
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Search & Social Made Simple for Services Businesses

  1. 1. LIVE WEBINAR Search & Social Made Simple for Services Businesses Tony Testaverde & Tim Warner November 15, 2018
  2. 2. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A +
  3. 3. | Confidential 3 Who We Are Tony Testaverde: Director of Lead Acquisition Tim Warner: Sr. Director of Global Sales Tony Tim
  4. 4. 4
  5. 5. 5 Agenda • Industry Data & Challenges • Common Paid Search & Social Challenges/Opportunities • Strategies for Achieving Success in Google Ads & Facebook • Improving Your Campaigns in 20 minutes a week • Q&A
  6. 6. 6 Google Average Cost Per Click in for Services Industry
  7. 7. 7 4 of the Top 25 Most Expensive Keywords in Google Ads are Services Related
  8. 8. 8 Which Network is Best for You?
  9. 9. 9 Google vs. Facebook – Cost per Click Google • Average search CPC across all of Google is $2.32 • Home Improvement, Customer Services rank among highest CPCs Facebook • Average CPC is $1.72 • Cheaper than Google across the boardFacebook wins
  10. 10. 10 Google vs. Facebook – Overview Google Facebook High Intent Searchers on Google Sophisticated & Inexpensive Audience Targeting Winning combination
  11. 11. 11 Facebook Ads drive People to Search More 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google! 26% 31% 34% 80% 90% 100% 110% 120% 130% 140% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!
  12. 12. 12 Strategies to Achieve Success in Google Ads & Facebook Add long tail keywords to increase relevancy and lower CPC Use negative keywords to eliminate wasted spend Identify high cost keywords with low returns to better align your click costs with your goals Review & adjust bids based on keyword performance to manage your ROI Split up ad groups to create more relevant ads to improve quality score Use expanded text ads to boost under-performing ads Expand Audiences to Facebook recapture site visitors
  13. 13. 13 Strategies to Achieve Success in Google Ads ADD LONG TAIL KEYWORDS By adding keywords you will… • Attract the exact audience – at the ideal point in the customer journey • Pay a lower cost-per-click (CPC) thanks to lower competition • Achieve better search rankings by increasing your relevancy
  14. 14. 14 Strategies to Achieve Success in Google Ads USE NEGATIVE KEYWORDS Negative Keywords Prevent Your Ads from showing for irrelevant searches By using negative keywords you will… • Reduce wasted ad spend AND increase return on investment (ROI) by excluding audiences you don’t want to target
  15. 15. 15 Strategies to Achieve Success in Google Ads IDENTIFY HIGH COST KEYWORDS WITH LOW RETURNS By identifying high cost keywords you can… • Better align your click costs by experimenting with other match types • Reduce wasted spend by pausing expensive keywords • Monitor performance over time; sometimes your most costly keywords might be your best performers, so keep up with the data before making changes
  16. 16. 16 Strategies to Achieve Success in Google Ads REVIEW & ADJUST BIDSBy reviewing & adjusting bids you can… • Reduce spend and maintain performance by lowering bids on keywords already showing in top positions • Understand which ads are losing positions to low bidding and adjusting those bids to get better search page placement • Manage your budget to see which bids are being set too high and depleting your budget too quickly
  17. 17. 17 Strategies to Achieve Success in Google Ads SPLIT UP AD GROUPS By splitting up ad groups you can… • Pay less money for the same clicks by creating well-aligned ad groups and earning a better Quality Score • Get higher conversion rates by creating more specific ad groups, with more specific ad copy and landing pages • Clean up your Ad Groups because often times having too many keywords can be messy
  18. 18. 18 Strategies to Achieve Success in Google Ads USE EXPANDED TEXT ADS Use expanded text ads to… • Increase your ad text limit two-fold! • Gain more visibility for your ads, since expanded text ads show on ALL devices • Get higher CTRs by replacing your old under-performing ads with expanded text ads
  19. 19. 19 Let Facebook Convert What Google Didn’t 96% of people who visit a website leave without completing the actions you want them to take Opportunity not converted by Google!
  20. 20. 20 Let Facebook Convert What Google Didn’t 96% of people who visit a website leave without completing the actions marketers want them to take
  21. 21. 21 Summary ✓ Most AdWords accounts need some help, you’re not alone ✓ Utilize the Strategies to be successful in PPC & Social Add keywords Add negatives Review costly campaigns Optimize bids Split ad groups Optimize ads Add FB Audiences ✓ Give your Google Ads and Facebook Accounts weekly love
  22. 22. 22 In just 20-minutes a week! Did you know that WordStream can help you with all those strategies and best practices? So, that was a lot.
  23. 23. 23 WordStream Advisor 20-Minute Work Week • Provides weekly actionable, customized recommendations based on your account data to improve your online advertising ROI • Identifies areas of your account that can be acted upon and optimized for immediate gain • Reduces hours of analysis and enables you to make changes to your search and social campaigns in a simple 20-minute workflow
  24. 24. 24
  25. 25. 25 Add Negatives Alert
  26. 26. 26 WordStream’s Add Keyword Alert
  27. 27. 27 Facebook Alerts
  28. 28. 28 Next Steps - Know Your Google Ads Performance With over $5.5 billion in ad spend analyzed… • 50% of accounts have not been optimized in past 30 days; 25% in the last 3 months • 1 in 4 accounts have zero negative keywords • Low quality scores are driving down campaign performance www.wordstream.com/google-adwords
  29. 29. 29 WordStream Advisor WordStream Advisor currently supports paid search (Google & Bing) AND paid social (Facebook), allowing you to maintain paid search and social campaigns from a single, centralized dashboard. Try Advisor for free See what WordStream can do for you…
  30. 30. © Copyright 2017 WordStream, Inc. All rights reserved. Thank you! Q & A

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