Expand your reach exponentially by learning how to get started with Google Ads and the many benefits it can have as you look to grow your business and reach homeowners in your local area. About Google Masterclass Series... Our inaugural Google Masterclass Series brings together hundreds of home services businesses for a free one-day online workshop with 4 sessions. In these sessions, you will learn how Google has become the biggest social network and what that means for your business, the important search signals that Google looks for on your website, how to appear on Google Maps in your service area, and exciting new Google Ads features that will help you get more qualified leads. If you would like to learn more and get an analysis of your online presence and website performance, reach out to our team by calling 571.327.3391 or emailing marketing@surefirelocal.com!

1. Google Masterclass Series
Dominate Results with
Google Ads New
Features

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Welcome to the Google
Masterclass Series!
Four Can’t Miss Webinars...In One Day!
❏ 11 AM - Google - The Big Social Network
❏ 12 PM - Your Website in Google’s Eyes
❏ 1 PM - Dominate Results with Google Ads
❏ 2 PM - Local Leads with Google Maps
The Future of Contractor
Marketing on Google

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We are
● Making customers successful
in digital marketing for over 9
years
● Tysons, VA is our home
● Specialize in Local Marketing
● 1,260+ customers
● Only Cloud Powered Digital
Marketing
5-time honoree

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Create the best local marketing technology software and
services that our customers LOVE and rely on every day
because it makes their lives easier when it comes to managing
their digital marketing
Our
Mission

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QUICK REMINDERS
You can reach our team at any point by
emailing marketing@surefirelocal.com
or using the questions box
You’ll receive a recording of this
webinar on Monday of next week!
Please check your spam folder for
emails from Surefirelocal.com

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You’ve earned 1 ticket by
attending this session!
Stick around for the final
session to increase your
chances of winning the
Google Home Hub!
Winner will be announced at the end
of the 4th & final session today!

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Jenny Sylvers
Marketing Strategist
Google Ads Master
Today’s Speaker

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Getting the most from today’s talk
● 7 Steps for a Lead Generation Campaign
● 6 New Google Ads Features/Updates
● My Tips & Suggestions for Using the New Features

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7 Mandatory Steps for a Lead Generation Campaign
1. Translate what you do into how people search
2. Create tightly relevant Ad Groups with keywords & ads that match
3. Be mindful of keyword match type
4. Stop waste at the start with targeting exclusions & negative keyword lists
5. Ensure your conversion tracking is set up and recording
6. Enable all relevant Ad Extensions
7. Check your Search Term Report

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Translate what you do into how people search

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Create tightly relevant Ad Groups with keywords &
ads that match

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● gutters need installation
● installation for my gutters
Be mindful of keyword match type
Ads may show on searches for
● roofers local
● local roofers
● a local roofer
1 Exact Match
[local roofer]
● local gutter installation pro
● best gutter installation company
● gutter installation costs
2 Phrase Match
“gutter installation”
● microsoft windows
● install windows on computer
● window complaints
3 Broad Match
windows
Ads won't show on searches for
● find local roofer
● local roofer near me
● It’s gonna show

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Stop waste at the start with targeting exclusions &
negative keyword lists

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Enable all relevant Ad Extensions

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Ensure your conversion tracking is set up and recording

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Check your Search Term Report

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Time for a quick break!
How are we doing so far?

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Want to learn more?
Email marketing@surefirelocal.com or call 571.327.3391
Would you like a copy of our
Google Ads eBook?
Yes
Show me your other
eBooks
Yes, and I’d like a free
Google Ad Consultation
GOOGLE ADS

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But What Else is New in Google Ads?
Google AdWords is now Google Ads

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Expanded Text Ads
BEFORE AFTERBEFORE AFTER

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BEFORE AFTER
2000 - 2016
2016 - 2018
Current
Headline
URL
Description
Key

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Ad Component Previous Expanded Text Ads IMPROVED Expanded Search Ads
# Headlines Shown 2 Up to 3
Headline Length 30 Characters 30 Characters
Domain Taken from your ad’s Final URL Taken from your ad’s Final URL
# Display URL Path Fields Shown 2 (Optional) 2 (Optional)
Display URL Path Field Length 15 Characters 15 Characters
# Descriptions Shown 1 Up to 2
Description Length 80 Characters 90 Characters
Total Max Length 170 300
Google’s Expanded Text Ads (NOW)

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Responsive Search Ads
BEFORE AFTER

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Responsive Display Ads
BEFORE AFTER

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Dynamic Search Ads
BEFORE AFTER
Campaign:
Google | DSA | Remodeling
Ad Group:
Kitchen
Ad Group:
Bathroom
Ad Group:
Basement
Auto-Target:
URL Contains:
/kitchen
Auto-Target:
URL Contains:
/bathroom
Auto-Target:
URL Contains:
/basement

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2 New Features in the Ad Preview & Diagnostic Tool
First - See Which Ads are Showing for a Particular Audience
AFTER

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2 New Features in the Ad Preview & Diagnostic Tool
Second - Take Immediate Action to Get Your Ads Shown

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Click-to-Message Ad Features

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Local Services by Google
Twice the
chance to
generate a
lead

30. Proprietary + Confidential
Providers
GOOGLE BACKING
● Google guarantee
LEADS HOW PROS WANT THEM
● Direct calls, not clicks
● Pay for leads only
● Connect on the go
PERSONALIZED PROFILE
● Professional profile - hours, service types,
reviews, etc.

31. How does Local Services by Google differ from Ads?
Application & verification process = Google Guarantee
CPL vs CPC
Ads shown based on: location, reviews & responsiveness
Ongoing rollout - available in select geos for select verticals
Available on the Google Assistant

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Schedule a call for a free consultation on your
online presence and a website analysis.
Tuesday Thursday
Email me to
schedule a call
On the call, we’ll
show you how to
claim your $50 in
Google Ads credit!

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Coming Up Next
Four Can’t Miss Webinars...In One Day!
❏ 11 AM - Google - The Big Social Network
❏ 12 PM - Your Website in Google’s Eyes
❏ 1 PM - Dominate Results with Google Ads
❏ 2 PM - Local Leads with Google Maps
The Future of Contractor
Marketing on Google