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MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
KEYWORD TYPES MATTER
Broad Match
Keywords
• Basement waterproofing
• Waterproofing Basement
Phrase Match
Keywords
• “Basement waterproofing”
• “Waterproofing
basement”
• “Basement waterproofing
company”
• Basement waterproofing
near Chicago”
Exact Match Keywords
• [Basement waterproofing]
• [Waterproofing basement]
• [Basement waterproofing
company]
• [Basement waterproofing
near Chicago]](https://image.slidesharecdn.com/googleadswebinar1-210913130827/75/Google-Ads-Webinar-9-10-21-30-2048.jpg)
Uploaded byRainmaker For Contractors
Google Ads Webinar | 9/10/21
This document provides an overview of how to maximize lead flow through Google Ads for waterproofing and foundation repair businesses. It discusses setting up effective Google Ads campaigns, including breaking campaigns into targeted ad groups, using different keyword match types, writing compelling ads, and leveraging ad extensions. It also emphasizes the importance of conversion tracking to measure key metrics like cost per lead and ROI. The document recommends budgeting at least $2,500 per month and obtaining costs per lead between $150-300.
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Google Ads Webinar | 9/10/21
- 1. MAXIMIZE YOUR LEAD FLOWWITH GOOGLE ADS
- 2. WHAT WE WILLCOVER TODAY • Big picture view of Google Ads • Why Google Ads accounts fail • Why PPC is key to unlimited scalability in terms of lead flow for your waterproofing or foundation repair business • How to game the system with Quality Score • How to set up & structure your Pay-Per-Click marketing campaign for minimum cost per lead & maximum ROI • KPIs, Tracking, Landing Pages, Campaign Structure 2 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
- 3. Need your attention please… •Turn off cell phones • Turn off Facebook • If you’re serious about growing your waterproofing or foundation repair business with Google Ads, please give your full attention for the next 45 minutes MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
- 4. IF YOU STAYTIL THE END… 4 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
- 5. 5 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS
- 6. • CEO ofRainmaker For Contractors for 12 years • Award Winning Google Premier Partner (Top 4%) • Owned a Basement Waterproofing company for 15 years • Basement Health Association: Former President and 13 Year Board Member • MOST IMPORTANT – Massive lead generation for Waterproofing and Foundation Repair companies MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS WHO AM I & WHY SHOULD YOU LISTEN TO ME?
- 7. 7 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS BASEMENT WATERPROOFING BUSINESS OWNERS…
- 8. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS SHOULD PPC BE PART OF MY OVERALL INTERNET MARKETING STRATEGY?
- 9. 9 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS DIGITAL DOMINANCE METHOD
- 10. • Start showingup quickly • Show up as often as possible where your customers are looking • Show up without adding cities “basement waterproofing”, “waterproofing basement”, “wet basement”, etc. • Unlimited scalability 10 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS WHY PPC SHOULD BE PART OF YOUR INTERNET MARKETING STRATEGY
- 11. • The accountis so complicated, they don’t know how to manage the account • Fail to understand the Google Ads auction process and the complexity of the basement waterproofing industry • Set up only ONE Ad group for all services (waterproofing, foundation repair, egress window, etc.) • Don’t use specific text Ads and landing pages for groups of keywords • Landing pages are poorly designed • Too small of a monthly budget 11 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS WHY MOST PPC CAMPAIGNS FAIL
- 12. 12 • Basement WaterproofingServices • Crawl Space Waterproofing • Wet Basement • Foundation Repair •Foundation Crack Repair •Egress Windows • Etc, Etc, Etc YourCompany.com MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS WHY MOST PPC CAMPAIGNS FAIL
- 13. How to setup & structure your Google Ads marketing campaign for minimum cost per lead & maximum ROI MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
- 14. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS CAMPAIGN NAMES Basement Waterproofing Foundation Repair Crawl Space Waterproofing Mold Remediation Crack Repair Egress Windows Competitors Call Only Smart Display
- 15. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS CAMPAIGN Basement waterproofing Ad Groups Basement waterproofing Basement wall waterproofing Basement waterproofing dynamic ads Foundation waterproofing
- 16. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS CAMPAIGN Basement waterproofing Ad Groups Basement waterproofing Keywords waterproof a basement wet basement waterproof my basement basement waterproofing prices basement waterproofing {city}
- 17. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS CAMPAIGN Budgets get set at the campaign level Basement waterproofing Ad Groups Ads are tied to the Ad Group Basement waterproofing Keywords waterproof a basement wet basement waterproof my basement basement waterproofing prices basement waterproofing {city}
- 18. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS
- 19. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS Gaming the Google Ads system with Quality Score– How does Google determine which ad gets shown 1st?
- 20. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS Gaming the system – How does Google determine which ad gets shown 1st? If you guessed – “The highest bidder” you guessed wrong.
- 21. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS Quality Score and Ad Rank Explained
- 22. MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS Quality Score Explained
- 23. • Conversion trackingis a MUST • Your campaign must be broken into smaller ad groups targeting the various services that you provide so that your text ads match what the person typed • Make sure you have a strong understanding of keyword match types & don’t forget about negative keywords • You need to write compelling text ads that resonate with what the customer typed and entice them to click on you vs. the competition • Leverage Ad extensions to make your Ad Stand out on the page • You have to land visitors on solid, well thought out pages on your site that are built to convert • Ongoing split testing, tweaking & fine tuning 23 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS HOW TO STRUCTURE YOUR PPC CAMPAIGN
- 24. Don’t even thinkabout spending another penny till you have conversion tracking in place… 24 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS
- 25. • Dynamic numberswapping with different phone number for PPC traffic vs. organic or direct traffic • A keyword pool with dynamic number swapping so that you can track phone calls back to the keyword & campaign • Webform tracking • Conversion tracking built into your Ads campaign to determine which ad group generated the lead 25 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS CONVERSION TRACKING ESSENTIALS
- 26. • Total Spend(Min, $2,500/mth) • Average Cost Per Click • Average Cost Per Lead (Calls & Web Forms) • $150 to $300 per lead depending on your area and time of year • Return on Investment 26 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS MOST IMPORTANT KPIs
- 27. 27 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS IT IS BEST TO HAVE A DASHBOARD
- 28. • Your campaignmust be broken down into groups specific for the targeted services that you provide so that your text ads match what the person typed 28 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS HOW TO STRUCTURE YOUR PPC CAMPAIGN Branded Campaign • Company Name • Company URL Competitor Campaign • Competitor Company Name • Competitor Company URL Basement Waterproofing Campaign • Basement Waterproofing • Basement Waterproofing Near Me • Basement Waterproofing Contractors • Basement Waterproofing Companies Wet Basement Campaign • Wet Basement • Wet Basement Near Me • Wet Basement Contractors • Wet Basement Companies
- 29. 29 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS AD GROUPS: BASEMENT WATERPROOFING Basement Waterproofing Ad Groups • Basement Waterproofing • Basement Waterproofing Contractors • Basement Waterproofing Companies • Wet Basement • Basement Floor Cracks • Basement Wall Cracks • Basement Seepage
- 30. 30 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS KEYWORD TYPES MATTER Broad Match Keywords • Basement waterproofing • Waterproofing Basement Phrase Match Keywords • “Basement waterproofing” • “Waterproofing basement” • “Basement waterproofing company” • Basement waterproofing near Chicago” Exact Match Keywords • [Basement waterproofing] • [Waterproofing basement] • [Basement waterproofing company] • [Basement waterproofing near Chicago]
- 31. • Less ismore • Tell them exactly what you want them to do • If you have a special offer for the service that they searched (and reference it in the text ad) all the better • Give them ONE decision (call / web form) and push for it… don’t offer them too many options to stray from your site 31 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS YOU NEED TO WRITE COMPELLING TEXT ADS THAT RESONATE WITH WHAT THE CUSTOMER TYPED & ENTICE THEM TO CLICK ON YOU VS THE COMPETITION
- 32. 32 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS BEST PERFORMING TEXT ADS…
- 33. 33 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS MULTIPLE AD SECTIONS TO SHOW UP IN Text Ad In Search Results Text Ad In Map Results
- 34. 34 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS MAKE YOUR TEXT ADS JUMP OFF THE PAGE WITH AD EXTENSIONS
- 35. 35 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS MAKE YOUR TEXT ADS JUMP OFF THE PAGE WITH AD EXTENSIONS Call Extension Sitelink Extensions
- 36. 36 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS SETTING YOUR EXTENSIONS
- 37. 37 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS YOU HAVE TO LAND VISITORS ON A SOLID WELL THOUGHT OUT PAGE ON YOUR SITE BUILT TO CONVERT
- 38. • Conversion trackingis a MUST • Your campaign must be broken down to smaller ad groups targeting the various services that you provide so that your text ads match what the person typed • Make sure you have a strong understanding of keyword match types & don’t forget about negative keywords • You need to write compelling text ads that resonate with what the customer typed and entice them to click on you vs. the competition • Leverage Ad Extensions to make your Ad Stand out on the page • You need to land visitors on solid well-thought-out pages on your site that are built to convert 38 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS HOW TO ACCELERATE YOUR LEAD FLOW VIA PAID SEARCH FOR BASEMENT WATERPROOFING CONTRACTORS
- 39. • How muchof my budget will go to Google Ads spend vs. management fees • What type of tracking will you be putting in place? Do you do Call & Web Form Conversion tracking? If you don’t have call & webform conversion tracking that pulls into Google Ads you will be at a MAJOR disadvantage vs. the competition. Will you differentiate PPC calls vs. Organic Calls? • How will you track our Key Performance Indicators (KPIs)? Will I be provided with a live dashboard? Key Metric - Average cost per lead generated • Will you be setting up specific landing pages for each Ad groups or will the traffic be directed to the home page? If you are driving traffic to landing pages how will those pages be optimized for conversion? • Do you split-test test ads for each Ad group? • Will you be leveraging all of the Ad extensions to make my text Ads stand out in the search results? • What are our targets in terms of Cost Per Lead & Return On Investment (ROI)? 39 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS QUESTIONS TO ASK YOUR PPC PROVIDER
- 40. • We splitthe campaign into strategic Ad groups based on our experience in the basement waterproofing business to help target your most profitable services • We set up conversion optimized landing pages • We set up true CONVERSION OPTIMIZATION so that your conversions (calls & web form submissions) are tracked and associated with the campaign & keywords in Google Ads…so that we can adjust the bid / spend strategy based on the campaigns & keywords that drive the best conversions. There is a HUGE difference between this and simple “call tracking” You will know exactly how many calls came via PPC vs Organic and listen to recordings of those calls You will know which keywords within your Ads campaign drove calls & at what cost • This makes it possible for us to optimize based on the keywords that result in calls and stop wasting money on terms that don’t net a result • For each Ad group we set up multiple text Ads and rotate based on the best converting Ads each month…so our click through rates / quality scores improve over time • We provide you with a KPI Dashboard to help track the most important metrics • Complete transparency in terms of spend to Ads 40 MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS WHAT MAKES OUR CAMPAIGNS BETTER / DIFFERENT
- 41. • Analysis ofOnline Visibility • Custom Keyword List of most important search terms • Ranking Report showing where you rank currently • Analysis of Online Directory Listings & Consistency • Analysis of Online Reviews and Reputation • Analysis of Social Presence • Analysis of Website Conversion Effectiveness • Website speed analysis with corrections • We will uncover your greatest opportunities CALL 630-929-RAIN MAXIMIZE YOUR LEAD FLOW WITH GOOGLE ADS FREE: STRATEGY SESSION
- 42. 42 MAXIMIZE YOUR LEADFLOW WITH GOOGLE ADS CALL 630-929-RAIN OR VISIT US AT HTTPS://WWW.RAINMAKERFORCONTRACTORS.COM/CONTACT/ ANY QUESTIONS…?