Google Masterclass Part 2: Google Ads
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The Google Masterclass Series is a free online workshop with 4 sessions to help you market your home services business on Google and get found by homeowners in your local area who are searching for your services. Part 2: Google Ads Dominate Results with Google Ads 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.
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Google Masterclass Part 2: Google Ads
- 1. Google Masterclass for Home Services Businesses A 4-part training to help your business get found on Google Search and Maps
- 2. 2 12 PMGoogle My Business 12:30 PM Google Ads 1 PMGoogle Search & SEO 1:30 PM Google Visibility Welcome & thank you for joining today’s contractor marketing training!
- 3. 3 12 PMGoogle My Business 12:30 PM Google Ads 1 PMGoogle Search & SEO 1:30 PM Google Visibility How to create effective Google Ads campaigns that drive high-quality traffic at a lost cost per lead SESSION #2
- 4. 4 Jenny Sylvers Marketing Manager at Surefire Local Google Ads Champion Shashi Bellamkonda Chief Marketing Officer at Surefire Local Social Media Swami
- 5. 5 Wherever Digital Ads Turn - We Are Ahead of the Curve Google Ads Facebook Ads Bing Ads Google Local Services Yelp Ads Amazon Ads 7.3 MILLION LEADS GENERATED FOR CLIENTS SINCE 2009 35,000 Google Partners 1,000 Premier Partners 35 Home Services Premier Partners *
- 7. 7 Google Ads & Local Search Get found at the top of Google Search
- 8. 8 According to the Google Economic Impact Report, “businesses generally make an average of $2 in revenue for every $1 they spend on Google Ads.”
- 9. 9 Types of Google Ads Leads and conversion Create hand-raisers Google Local Services Text-based search ads, phone extensions Product and brand consideration Re-engage and educate Youtube ads Text-based search ads Display Remarketing Website Traffic Engage and remind Text-based search ads Display Remarketing Brand awareness and reach Broad, targeted reach Text-based search ads Display Youtube ads
- 10. 10 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
- 11. 11 Translate what you do into how people search
- 12. 12 Create tightly relevant Ad Groups with keywords & ads that match
- 13. 13 ● 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
- 14. 14 Stop waste at the start with targeting exclusions & negative keyword lists
- 15. 15 Enable all relevant Ad Extensions
- 16. 16 Ensure your conversion tracking is set up and recording
- 17. 17 1 2 3 4 Check your Search Term Report
- 18. 18 But What Else is New in Google Ads? Google AdWords became Google Ads
- 19. 19 Expanded Text Ads BEFORE AFTERBEFORE AFTER
- 20. 20 BEFORE AFTER 2000 - 2016 2016 - 2018 Current Headline URL Description Key
- 21. 21 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)
- 24. 24 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 Dynamic Search Ads
- 25. 25 2 New Features in the Ad Preview & Diagnostic Tool First - See Which Ads are Showing for a Particular Audience
- 26. 26 Second - Take Immediate Action to Get Your Ads Shown 2 New Features in the Ad Preview & Diagnostic Tool
- 28. 28 Google Local Services Ads Twice the chance to generate a lead
- 29. 29 Google Local Service Ads home contractor in Vienna VA Steve’s Roofing Vienna Get found at the very top of Google Local Services ads helps homeowners quickly and easily discover, connect with, and hire home services contractors with complete confidence. INSTANT RESULTS Compare professionals at a glance, connecting with the ones you choose. EASE AND CONVENIENCE Everything you need to hire a professional is organized in one place. TRUST Pros are prescreened, backed by the Google guarantee and real customer reviews.
- 30. 30 How does Local Service Ads differ from Google 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
- 31. 31 email marketing@surefirelocal.com to find out if Google Local Service ads are available in your market! Current Google LSA Verticals ● HVAC ● Locksmith ● Moving ● Pest Control ● Pet Boarding / Grooming ● Photography ● Plumber ● Roofing ● Tree Service ● Water Damage Restoration ● Window Cleaning ● Window Repair ● Window Installation ● Electrician ● Moving Company ● Garage Door ● General Contractor ● Handyman ● Appliance Repair
- 32. 32 We Know What Success Looks Like Google Premier Partnership • Full transparency • High quality standards • Ongoing training & support • Access to latest and greatest betas • Access to Google staff • Strategic & tactical guidance
- 33. 33 Want to learn more? Give us a call at (571) 327-3391 or email marketing@surefirelocal.com YES, CALL ME ON WEDNESDAY YES, CALL ME ON THURSDAY YES, CALL ME NEXT WEEK Get a Google Ads consultation and learn how your business can dominate page one of Google search results.