Local Market Monopoly Episode 48
How to Profit From Google AdWords
Disclaimer: The transcription below is provided for your convenience. Please excuse any mistakes that the automated service made in translation.
Clarence Fisher: Have you hesitated to use Google Ads for your local business because I don't know, maybe you think it's too expensive? Or maybe you tried it not gotten the results that you were looking for. Well, either way, this is the episode for you. We're going to demystify. Yes. Google Ads. First, we'll discuss why so many businesses fail with it. Then second, I'm going to give you some steps that you can take to ensure that you profit from your investment and get the ROI that you're looking for. Okay. Don't miss this episode, especially if you want to take your business to the next level, using Google Ads.
Outro: You're listening to Local Market Monopoly with Clarence Fisher, uncovering the tools, tactics, and strategies the most successful small businesses used to their local market and own the block.
Clarence Fisher: All right. Welcome back. So we're talking about Google Ads, formerly Google Adwords. We're talking about the advertising platform, formerly known as Google Adwords, Google Ads. You already know that local search drives local sales and the vast majority of local searches lead to conversion. When people are searching in their city, the vast majority of those searches lead to conversion. So when it makes sense for a Google ads campaign that is using geo-location targeting, meaning we're targeting people in a specific city, a specific zip code, even because most likely you're targeting people within 10 miles from your business, you would think that'd be foolproof. Right? Well, you can tell, by the way, I asked that question that not necessarily. Just like any marketing tool, there's a right way to use it in a wrong way to use it. So I told you, I promised you that first, we're going to go over some of the common mistakes that I see local businesses make with Google Ads. And I'll give you the top five. Okay. Number One.
Clarence Fisher: You got to get some sound effects in here, insufficient or non-existent keyword research. Now, this is what typically happens is, Hey, I want to show up for this. I want to show up for that. Thank you. Hmm. Okay. Okay. Okay. But did you know that there are probably 200, 300, or more keywords that you can be and should be showing up for? It's an auction we're trying to win the bid and get these ads showing up. But even more than that, people are okay. Human beings type in so much different stuff. The one thing you can do that would be super easy is just you can go to your Google analytics and see what people are typing to get to your website. That'll give you some keywords to throw in there. Google itself has a keyword planner that you can use. You can say, Hey, what keywords do you feel like we should be showing up for?
Clarence Fisher: And then anymore, Google has been rolling out this smart kind of management where their goal is that you as the business owner because if you have nothing else to do, all you have to do is say, Hey, I am this type of business. Send me these types of leads. Yes. That's all I want my marketing agency to do. Right? So Google is trying to replace us just like anybody else. Right? Which is cool. But they're trying, it's not there yet. Maybe it is. I don't know. We've been testing it. It's been working. I think it's going to be there like super quickly if it's not there yet. Anyway, I say all that. I digress to say they are making it super easy to just press the button and they give you notifications of, Hey, we think we should add these keywords.
Clarence Fisher: And then you just click the button and you say, yes, we should add those keywords. Okay. Now, if you have the time to do that, do that. My team is always saying, dude, you are always talking us like out of business, but listen, the point of this podcast is to give you useful information. Okay? If you don't have time for that or any of this stuff that we talk about, you can give us a call, but check this out. You can run your Google ads. The whole point of this is to, for you to stop making these mistakes and only putting one or two keywords in there saying, I want to show up for these two. Yes, those are your biggest keywords, but there are so many other keywords that you need to do. So you have to do the keyword research.
Clarence Fisher: Number two is neglecting negative keywords. Now, this is what negative keywords is, are. I don't know which one to use in that instance. Okay. Negative keywords are keywords that you don't want to show up for, like free, right? That could be a big negative keyword or it might work for you if you're giving free entry-level something service or another, that can work for you. But for a lot of us, we don't want to show up for free. Cheap. A lot of times we don't want to show up for affordable. You know, affordable is another word for cheap. I don't want to show up for affordable. So, and sometimes you may not want to show up for national brands that are related to your service and you don't want to show up for keywords that are, do not have buying intent, meaning keywords that people are just now on the stage of researching their problem, they type in their problem.
Clarence Fisher: And they're just kind of like just now doing their research. Now that may work for you. If you have had a campaign that is so optimized, that you're, you're already getting enough traffic and sales and conversions from the people who are ready to buy right now that you're saying, Hey, let's go for a little further up the buyer's journey, closer to the beginning. And now we can, we have a budget to start advertising there as well. But if you are just starting and you're trying to get this thing to spit out some return, you need to be bidding on buyer buying intent. Some people say buyers' intent. I'm saying buying intent, basically keywords that they intend on spending money on now. We want to make sure we show up for those keywords. I hear you. I see you. You're like, Hey man. Okay. All right. So number three, not optimizing campaigns for conversion.
Clarence Fisher: Okay. Not optimizing campaigns for conversion. This is what this looks like. You know what? Just send all of my traffic to my homepage. That sounds, yeah. And I'm not gonna, I'm not gonna listen. I am not trying to say that it is not. Hmm. How can I say this? That it's not a common thought that, you know, I would understand how that would make sense, but when you are optimizing for conversions, you want to send your traffic to a web page, a landing page, a specific page, that's talking about whatever you're advertising. You don't want to send people to a number one, a page that has all kinds of links and wherever else they can get lost. But then also you're making them search even more for what they just clicked and said, they want to buy. I'll tell you something about Google. Adwords people who click Google, AdWords are ready to buy.
Clarence Fisher: Don't send them to your homepage, where they have to still look around. If I get there, if I say, Hey, Hey, I'm ready to buy. And then you take me somewhere. And it's like, okay, look around here and kind of see if you can, what you want. X out, click the next ad. The next ad goes to a specific landing page that talks about what they, what I clicked. And it says either call or enter your information, probably both or if they're really getting jiggy to have a chat widget that pops up and says, how can I help you? Okay. I would have all three. They're going to get, they're going to get the lead. They're going to get my business. Okay. So optimize for conversions. The beautiful part about that is if you will set your tracking code, I need a little key, sometimes set a tracking code back there.
Clarence Fisher: You can tell exactly which ads are, are giving you leads, and which ads or which keywords. Yeah, it was which keywords are giving you leads and cut the ones that aren't, which brings us to number four., creating just one ad rather than several variations. I get it. You don't have time to sit here and write a whole bunch of ads, but you have to always be testing ads. At the very least you need to have two ads. I mean, we run tens. I would think on a low-level ten of ads, dozens of eyes who says tens of ads, dozens of ads. I was just, in my mind, I was looking at, as at the AdWords, the agency ad-words screen. That is funny. So at least run two and test those. And you want to always be replacing the ads that are not performing.
Clarence Fisher: And then number five, this is missed by a lot of even agencies. And this is following. This is the big mistake is ignoring local trends. There's a certain way that people in different neighborhoods talk and you want to run the ads. You want the ad copy to really resonate with that. And in my metro area, there are certain things that are going on in Broken Arrow that aren't going on in Tulsa that is going on in Jenks, that is not going on in Owasso that is not going on in Sand Springs or Sapulpa. So you want to speak, how that market is speaking. And that can, it takes a little work, but that's what we're here for, right? And if you're running your own ads and of course, you know how your market speaks, but don't ignore those local trends, those local things that are going on, is there, is it Bigsby barbecue and blues going on this week, this month, or, you know, anything, anything like that?
Clarence Fisher: So now let's move to the bottom line and talk about, now that we've talked about the five mistakes, let's talk about how you can profit from Google ads. This is what I want you to do. I want you to hit rewind, go back to the beginning and listen to the top five common mistakes and don't make those, okay? No, really seriously. Number one, you want to conduct proper keyword research. You know, you can use, you can go to Spyfu SEM rush since they do a lot. They, you know, you can use those keywords for AdWords and SEO. Wordstream has a good keyword research tool. And again, as I said, Google itself has a keyword research tool, but I like SpyFu because we can put in our competitors and see what they're bidding and what keywords they're bidding on. And Hey, let's get there first.
Clarence Fisher: And you know, jumping into that battle. And then, then we'll expand. So number two, don't neglect those negative keywords. Think about, I don't want to think about the people you don't want. And who I know people will say everybody's inclusive. Nope. There are people that I don't want to serve. So think about that and use those negative keywords. And then number three, optimize your campaigns for conversion. Stop sending them to the home page, send them to a specific landing page. It takes a little bit of work, but I'm telling you, you will increase your conversions by 10, 20%, or more by just sending people to something specific that they're looking for. Number four, create several ad variations for your ad groups. If people are searching for this one service or this one product, all of the keywords that are grouped around that service, parade a couple of ads, at least so that you can test and see what resonates with them and always replace, choose the winner, and then add another ad to go up against that winner.
Clarence Fisher: You should always be testing and looking for a better performing ad, and then number five consider local trends when you're building your campaigns. There you go really fairly simple, just kind of rewind it and play it and rewind it and play it. But definitely go over this with your ad person. If you don't have one, you know, definitely you can reach out to us, but go over this with your ad person and just make sure that you're both on the same page. And I guarantee, I guarantee you'll win. Do me a favor, be sure to share, rate, and review this podcast and this episode or whichever platform that you listen to or, or that you've discovered it. I really appreciate your time, your ears, and take what we taught, what we shared today, and go own the block.
Outro: We appreciate you listening to Local Market Monopoly. Be sure to rate, review, and subscribe to the show and visit ClarenceFisher.com for more resources that will help you dominate your local market and own the block.
About This Episode
Have you hesitated to use Google Ads (previously Google AdWords) for your local business marketing because you are worried about the cost? Or perhaps you’ve tried and weren’t happy with the results.
Either way, this episode is for you. Tune in as Clarence demystifies Google Ads for local businesses. First, he discusses why so many small businesses fail with the tool. Then, he uncovers the steps you can take to ensure you profit from the investment and get the kind of ROI you need to see. Don’t miss this episode if you are ready to take your marketing to the next level with Google Ads!
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