Behind The Scenes of Google Ads – Advertising For Contractors

Behind The Scenes of Google Ads – Advertising For Contractors


Guys, welcome back. Thanks for tuning in. Wayne Veldsman with
Full Sail Marketing here. Today, we’re talking about Google Ads. All right, I’m going to show you the
behind the scenes, not the “how to set it up,” but actually how you can
go check out what’s going on. Stay tuned, at the end of this video,
I might even give you guys a free giveaway. ♪ [music] ♪ So, if you’re not running Google Ads,
I highly suggest it. It’s more of that intent-based, right. It’s people that are literally searching
for your service, and then you pop up. Versus on Facebook, which can also do
great, don’t get me wrong here, but on Facebook, people are just
scrolling, looking to be entertained, and then you’re presenting your offer to
them versus them actually seeking you out through Google Ads. So, let’s hop on onto this bad boy. So, first off, you’re literally going to
want to go to ads.google.com. You can see at the top of my screen here,
I’m highlighting it for you guys, ads.google.com. And when it pops up,
make sure you’re logged in with the appropriate email. You can see in the top-right
over here, it literally says my email, [email protected] If you’re not seeing your ad account pop
up and you’re certain you have one, try a different email. Try to remember which email you
used to set up the account with, log in like you’ll be logging into
your regular email account, and you should get to a page
that looks somewhat like this. So, once you get to this page,
here are the things you’re going to want to look at. First off, I suggest going
straight down to Keywords. You’ll see Keywords near the left side. It’ll either look like this with it
being collapsed, we got a little arrow. These are the campaigns. But you want to just go to
Keywords, super simple. All right. Now, if you scroll down,
I’ll give you guys just a little taste right here, you’re going to be able to see
the keywords that you’re busy bidding for or competing for essentially. If someone types in a form of these
keywords, anything that’s somewhat like this, that’s what
you’re going to pop up for. That’s where the potential for people to
click on and go to your website comes from, right? So you want to make sure
they’re pretty targeted. As you can see here, commercial lawn care,
commercial lawn maintenance, commercial lawn service,
commercial landscaping, landscape management. Make sure that it’s pretty direct,
pretty focused. Because if you’re too broad,
and let’s say it just said landscaping or it just said commercial maintenance,
a lot of times people search stuff and Google will show your ad, and,
you know, people on Google, they’re just clicking, all right. They search, click it, if they
don’t like it, they bounce off. But guess what, you just
had to pay for that, right. It’s pay-per-click advertising on Google,
and so you only want to show up for the specific terms. So scroll through these keywords,
and that’s a great place to start to understand when you’ll be showing
up what you’ll be bidding for. All right. Next, what you’re going to want to do,
this is super important, we’re going to check
location settings, okay? So, what you need to do is click on a
campaign, any campaign on the left side, it’ll pop back for you. So these are the three campaigns
that we have up for this company. So, if you were just to click on one
of them, and then from there, you’re going to click on Settings
here on the left side. So I’m going to pop
over to another screen. I already have it open for you guys. So, as you see, I’m in the campaign
and I move down to Settings right there. Now, what we’re talking
about is the location, okay. You want to make sure that you’re only
targeting the locations you serve. Most of you guys that are watching
this are a contracting business. You’re probably localized. If you’re paying for, let’s say,
your whole state, right, so this client’s in Maryland,
if we’re running ads for them across the whole Maryland, is that going to be
helpful, right, or are they going to be paying for jobs that they can’t even do? Double-check this, make sure it’s
the actual area that you work, that you want jobs in,
you’re not just wasting money. I’ve come across before that contractors,
their ads were actually set up for the whole U.S. It might look good with the
numbers, but it’s not in your area. So, is it helpful, is it good? The answer is usually no. So check out your location. If you want to edit it,
you can literally enter new location in here, or if you hit Advanced search,
it’ll actually pop up a really nice map for you so you can enter any location you
want, and you can target by radius also, which is this top part. So, just, for instance,
if I was going to put in Charlotte, North Carolina here,
I’m going to go to radius actually, Charlotte, North Carolina,
and then you can change this radius to whatever you want, right, 30 miles. Charlotte, North Carolina, target,
and then it pops up right there, it actually shows it to
you as well, which is great. And then you can also hit a pin and place
the pin somewhere if you’d like to. So, next, we’re going to talk a little
bit about budgets or putting in your payment information. So, what you’re going to want to do
for this, first off, if you ever want to update your credit card,
you want to change it, maybe even stop it, who knows what the situation is,
but what you’re going to want to do, in the top gray bar up here,
you’ll see the wrench that says Tools. If you just go straight down,
the first thing is Billing & payments. If it looks like this,
you’re already set up. Down near the right side,
you’ll see Manage Payments, so that’s where you can actually
change your card, delete it out. Google Ads thinks like, okay,
if you put a daily budget on something, I’m not going to get too complicated
here, but if you just tell them, “Okay, I’m willing to spend $20 a day,” well,
they look at it as in, “Okay, you’re willing to spend an average of $20
a day over the entire month.” It can actually spend all
of it in a couple of days. And if you accidentally, right,
people are searching for something you weren’t expecting, and there’s
click, click, click, click, click, there goes all of your money. So here’s what you want to do. You want to again go to your Tools up top,
and now when you look to the left, under Shared Library is what
we’re looking for, Shared Library, you’ll see Shared Budgets. Shared
Budgets is what we’re going to want. And then it’s going to come
to a screen like this. It’s probably going to be empty. So you’ll have a button near the middle
of the screen or this blue plus sign to create a new shared budget. Now, what this is literally going to do is
share only a certain amount over all of your accounts, all of your campaigns to
make sure you can’t spend too much. All right. So, literally, your budget name,
whatever it is, you can be like “Account Budget” if you want. Put in, once again, the average you want
to spend each day, same thing about it over the month, right. You could spend way too much. So, if it was per account, right,
or per campaign, excuse me, instead of a shared budget that you said
$20, well, now, instead of spending close to that $600, $630 that you are expecting,
now, you know, if you have 3 campaigns, $1,800 that it could spend. And a lot of people don’t realize that. So I suggest making a shared budget,
after you put a number in here, you click Add to campaigns,
and it’s actually going to show you the campaigns, and you can just click
which ones to add it to. So I’m not going to do it right now,
but that’s what you want to do. You want to create that shared budget. Like I said, you’re going to go
to the Tools up top, scroll over to Shared Library,
Shared Budgets is where you want to create it. Now, the last thing I want to show you
guys is truly how to protect yourselves from spending too much money, okay. So, now, we’re back to
the regular settings. So, again, I went to a campaign
here on the left, you manage campaigns individually. So I just clicked on one,
now I’m in Settings again. Let me hit cancel on that so you
can see what it looks like. Go on Settings again, and now,
here is where you’re going to see Budget, okay. So you’ll see it’s from
the Shared Library. Now, Delivery method,
you really want it to be standard, so this is using delivery method from the
shared budget, but so standard is just it’s going to go nice and slow
over a very good amount of time. What we actually want
to do is set a maximum. So that’s what it is. Right under it, Bidding, Maximum CPC,
that’s cost per click, right. Literally, every time someone clicks
on it, so you put a maximum in here. So, for us, for my client,
$6 is basically the maximum based on research of how much people,
other competing companies are paying, how much we want to spend. So put any number in there
that you feel comfortable with. Choose wisely, choose carefully,
but I suggest always having a maximum just to make sure you’re not accidentally,
you know, spending that $30 or $40 on one click when in theory, you only want
to spend 6 bucks on one click. Highly suggested now,
what you’re going to need to do is you’re going to need to go to
every different campaign. I guess I have three campaigns here,
and you want to go to Bidding and hit that maximum. So, that is all that I have for you guys. So like I said, just a little transparency
so that you, for yourself, can go in and see what’s happening behind
the scenes of your Google Ads just so you can have a better peace of mind, right. Check out your keywords,
check out your location, your budget, and your maximum cost per click,
your maximum bidding, so your maximum bid
limit for cost per click. Guys, if you liked the video,
if you have any questions, drop a comment below. But thanks for staying till the end
because we’re running a special promotion right now. Not a sales pitch here at all,
but if you go to fullsailmarketing.com/giveaway,
we’re giving away a free PDF, and depending upon when you watch this
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fullsailmarketing.com/giveaway. We’re always going to be updating it. So, even if you’re watching this video
years later, go check it out. And as always, if you have any questions,
please reach out, please subscribe, like/dislike this video, honestly,
if you think I wasted your time, and tune in next time. We release new
videos usually twice a week. Thanks again.

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