Local Adwords Academy Class Notes - Lesson #10

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1 Local Adwords Academy Class Notes - Lesson #10 Done For You Niche Campaigns This lesson covers 3 topics: 1: A Call Only Ad Tip 2: Common mistakes you will find in an Audit 3: Done For You Niches The Call Only Ad Tip: 1: Don t use Google partners. You ll have better results. Google doesn t have as much control to deliver the best results with the partners network. They can post your ad, but they won t know for sure the accuracy of the targeting. 2: Callout: add Call our friendly staff. The problem with a call-only ad is that a mobile visitor who sees your ad will click on the button, and the number gets fetched in their phone, but they have to click one more time to initiate the call. If they don t place the call, their click that you paid for has been wasted. Most visitors are used to being taken to a website first when they click on an ad. So, they are surprised when it doesn t go to a website, but goes directly to where they can start a call. When you add in the callout extension, Call our friendly staff, you are showing them to expect that a call will get started when they click on that button. This will reduce the wasted clicks. It will increase the conversions so that you will get a real call out of each click. Common Mistakes: When you do an Audit, what are some of the common mistakes you will find, that you can help companies with by managing their AdWords campaigns? 1) No (good) negative keywords 2) Did not look up what the real search keywords are 3) No ad split testing 4) Keywords are not properly grouped for max CTR 5) No full use of Ad Extensions Negative keywords: Local businesses don t usually spend time to create a large enough list of negative keywords. This means their ad is showing up for keywords where the searcher is not looking for your service. (In the membership site there is a list of negative keywords. By applying these negative keywords to any niche, you will see an instant improvement of the Adwords campaign because the account doesn t waste the money on searches for things your service is not providing.) Ad split testing: Most local businesses do not do ad split testing. They have only one ad, and run that ad. Split testing of ads is very important to increasing the Click Through Rate, because with a higher CTR

2 you will get more clicks, but also, Google will charge less per click because it increases the Quality Score. Google wants people to click on ads. They like to provide the right content. When your ad is getting clicked, it means that it answered the search intent of the searcher, so Google is happy. Keywords not properly grouped for max CTR: You want to group keywords that will work with a certain ad. If your keywords speak about repair, you want to be sure your ad also speaks about repair. When your keywords are about new or fishing, you want to be sure your ad is also about new or fishing. No full use of Ad Extensions: Google gives you free real estate to make your ad bigger ad extensions like Callouts and Sitelinks that give you more space to speak about the service you provide. Not all local businesses use these settings. (To review Ad Extensions, see Lesson #4.) Done For You Niches: These Done For You niches serve two purposes: 1 You can use them as copy and paste information to set up campaigns for clients in these niches. You can get started tomorrow with confidence that you know what you are doing. 2 Seeing the information for these niches helps you see the results of all the previous training and put it in perspective. And it will serve as an example as you collect the information for a different niche that you are going after. The four niches: 1: Auto Repair 2: Auto Detailing 3: Window Tinting 4: Computer Repair These four niches have high searches, but the Cost Per Click (CPC) is still low (compared to other high search niches). You can use Google.com Search Ads, Call Only Ads, and YouTube Ads for these niches. So, you have a lot of opportunity to find customers for your clients in these niches. What you get for each niche: This gives you a nice tool box for getting started in one or more of these niches.

3 Understand the Difference between Google.com keywords and YouTube keywords. Google.com keywords are local intent. People look up a service like car repair, and you want to make it show local intent, like car repair [city] or car repair in or car repair near me. But in YouTube, keep them high search, not local intent, like car repair or auto repair. Then you interrupt the YouTube visitor by offering your ad once a day. The views are only a couple of cents, so you can have a lot of views before they go to the website; and the website converts the website visitor into a client. Example of what you get with each niche (Auto Detailing as the example niche): This group of keywords is for a Google.com (Google Search) campaign. The keyword list includes the General keywords: car detailing Broad match modifier keywords (indicated by a plus sign): car +detailing Phrase match keywords: car detailing Exact match keywords: [car detailing] You also make them Local intent: car detailing in, car detailing [insert city name], car detailing near.

4 Observe the structure of the list. There are four keyword phrases: car detailing, car detailing services, auto detailing, auto detailing services. Then you expand each one with several match types and local intent variations. This almost assures that when they click on your ad, they are looking for your services. But for a broad search keyword like auto detailing, it s not guaranteed that they want your service. So, to prevent the wrong clicks, you need to add a lot of negative keywords. This is where the negative keyword list of around 900 negative keywords comes in. When you add these into the campaign, the chances that they are not looking for your services are greatly reduced. Then you have the Ad content: Some things that make this a good ad: The keywords are sort of mixed into the ad. I show that I am local with the city and state. It always helps to show that you re local. People are always looking for Professional and Affordable, so those are good words to include. Then there is a good call to action call or walk in. The last few words reinforce that the service is local, and the word fast is a good selling point. The ad structure is not complicated. So, this gives you an idea for how to structure your ad for almost any niche. You also get a separate file for another ad group in this car detailing niche mobile car detailing.

5 The ad structure is basically the same. You have Mobile Car Detailing (main keyword), then city and state. Then you have We Come To You At Home Or Work which confirms what they are looking for. The rest of the ad is very much like the first ad, with the word Mobile added. But walk-in doesn t make sense for mobile car detailing, so Jack changed that last line to simply read You also get a separate file for another ad group in this car detailing niche interior. Keywords include car interior cleaning, interior car detailing, auto interior cleaning, and interior auto detailing, plus the matching types and local intent variations. The ad is again very similar to the first ad above, but using the keyword Car Interior Detailing. All of these keyword groups and ads (above) are for Google Search Ads. You will also get separate files with keywords for YouTube Ads.

6 Here is the list of YouTube keywords. Notice they are not local intent, but are all high search keywords. You don t want to make them local intent for YouTube ads. You want to give Google the broad idea of what your service is about. Google will find the videos for those keywords, and your ad will interrupt the viewer when they start watching the actual video. So, for YouTube ads - Use high search keywords (NOT local intent). - Use keywords that give a broad idea of your service. - Use cost-per-view (CPV) bidding (which is the default setting). The views are cheap. Again, this is what comes in each DFY niche zip file: The Google Search keywords The YouTube keywords The video link The niche website (Download the 4 niche campaign zip files inside the membership site):

7 Inside the zip file for each niche, you have two Excel files with keywords, and two text documents: The next step is to put this into action. Creating the YouTube ad campaign is covered in Lesson #9, but you can watch the Lesson #10 webinar replay video for a reminder of the steps. For the YouTube Video URL, you will use the video URL that is shown in the Video text document in the Done For You Niche zip file for your niche. Simply paste that URL into the field, and it instantly changes to show the video info. Setting up the niche website: The Website text document you downloaded will walk you through installing the website onto your own domain. It includes the link to a tutorial video for you to watch: After you have installed the website, you will update it with the company s contact information. When the site is showing the correct company name, address, and phone number, you are ready to put the website URL into your YouTube ad, in the Final URL field.

8 Summary and review of the steps we just did: We learned Jack's Call Only Ad Tip. We learned about common mistakes we're likely to find in AdWords campaigns, and how easy it is to improve a campaign just by correcting these mistakes. We received four DFY niches (Auto Repair, Auto Detailing, Window Tinting, and Computer Repair). For each niche, we have keyword lists, ads, a client-getting website, a video, and a companion banner. There are separate keyword lists and ads for Search Ads and for YouTube Ads. To put this into action for a YouTube ad, You set up the niche website according to instructions provided in a text document. You then use that URL in the Final URL field of the YouTube ad campaign. You also use the video URL you received in a text document for that niche. You use the provided list of YouTube keywords. Steps for DFY niche YouTube Ad campaign: The steps are just like in Lesson #9, except that you don't need to collect keywords or upload a video. Set up the campaign: - Set a very small daily budget (5 cents), and deselect video partners. - Choose start date "start as soon as possible". - Choose your ad location. - Set your Bidding Strategy to Maximum CPV. - Cap the frequency at one impression per day. - Name your Ad group and paste in your list of YouTube keywords. Create your Video Ad: - Paste in the URL of the YouTube video (provided in a text file). - Select In-stream ad. - Enter the Final URL (from the website) and the Display URL. - Upload an image for the Companion Banner that shows on the right.

9 Q&A and Misc. Tips: - For YouTube ads, when the goal is to have the prospects call you, you need to show the ads at the time when someone can answer the phone calls. So, you only want to run the ads during the hours when the business is open. - YouTube ads work on any device mobile, laptop, desktop, etc. - It starts with the campaign. You choose the campaign, whether it is for desktop and mobile, or callonly, or YouTube. Those are three different campaigns; they have their own campaign settings, their own ads, and their own keywords. - Q What do I need for selling Adwords to clients? - A To set up a campaign in one of those four niches, you have everything you need. You have the keywords, you have the ad, you have the website, and you have the YouTube link to the video. [Note: To have the website, you need to first have Local Theme Jack Enterprise which is part of Sales Dynamite.] - Q Can you use the standard budget with Google (search) ads, call-only ads, and YouTube ads? - A Yes, you can use the shared budget. With a shared budget, you tell Google what you are allowing them to spend per day. It is one budget that is shared across multiple campaigns in the Adwords account. So, if you have five different campaigns, you tell Google I d like to spend only $30 per day. If that $30 is consumed between those five campaigns, Google will stop showing your ads for that day. More about the Shared Budget: Within Google Adwords, you can set a spending limit for all your campaigns. Let s say you have five campaigns. You go to Tools > Shared Library > Shared Budget. You put those five campaigns in a shared budget, and you tell Google how much you allow to be spent for that budget. If you set it for $30, it will only spend around $30 per day (it is not exact). Part of that is spent for each of the five campaigns. How much goes to each campaign is determined by how many clicks each campaign is generating, but the daily total will be approximately $30.

10 This PDF is based on Jack Hopman s webinar replay found inside the members area under the Lesson #10 tab. You can also watch the replay video directly on YouTube: You may NOT copy, sell or distribute this document in any form, partial or whole, without prior written consent from the author.