Hello everyone, my name is Lucas Dantas and today I will reveal some of Google Ads’ hidden gems.
Many people give up on Google Ads and they claim they were only spending money and seeing nothing in return. But today you will learn how to setup your campaigns with something I call Keyword Ultra Segmentation. This strategy will allow to start in Google Ads spending very little and then, as you see results, you increase your daily budget.
When we think about keywords related to our business or services, we want to rank for every one of them right? Wrong! In theory, to rank for all the related words sounds amazing, but what you really want to rank for are for profitable keywords. Easier said than done, right? Wrong! Here you will learn how to identify the keywords with less competition and with purchase intent so your Google Ads campaigns can be profitable.
Google earns more than 3 billion dollars per year in advertisement and the reason why there is so much money on Google Ads is because they actually work. So pause your campaigns and keep reading this blog article to take your campaigns to the next level.
Keyword Planner
The first thing we need to do before starting a campaign is go to the Keyword Planner. On your Google Ads account, click on Tools and Settings and then click on Keyword planner.
If you still do not have a Google Ads account, watch this video to learn how to create one.
In my YouTube channel I have video tutorials of the most updated tools to be used on the internet.
In the next screen, click on Discover new keywords.
Now you can setup the language and the location to find keyword trends. Like I have mentioned before, here we are starting from the bottom so I only want to get keyword data in my local area.
In this tutorial I will simulate a residential roofing company campaign so you can get an idea of how I conduct a keyword research.
Do you want me to conduct a keyword research for you? Please send me a message by clicking here.
Click on the location icon.
And on the new screen that pops up for you, choose your city or county. I recommend a territory with at least 250,000 people. That will give you enough data about keywords.
After saving, you will type now the keywords you think people are searching for looking for your services. This is very important: Always use words that show a certain degree of purchase intent, when someone searches for something and includes “near me” for example, it means this person has a high intent of purchasing.
Try including words like: near me, around me, for sale, on sale, buy, in town, etc. You should also include the name of the city so you can get more keyword ideas.
Now let’s breakdown this next screen so you understand clearly the information you are looking at.
| Keywords | The keyword suggestions based on the keywords you have initially entered. |
| Avg. monthly searches | The amount of searches for each keyword in a monthly basis. |
| Three month change | How much the average amount of searches have been increasing or decreasing in the last three months. |
| Yoy change | The search volume comparison between this year and last year. |
| Competition | The level of competition for each keyword. |
| Ad impression share | You will only see data in this column if you already have campaigns running that targets those keywords. |
| Top of page bid (low range) | The lowest cost per click to rank on the first page of Google. |
| Top of page bid (high range) | The highest cost per click to rank on the first page of Google. |
Now let’s try to find the best keywords.
The first thing I do is to sort the keywords by average monthly searches. In the screenshot below, you can already see that there are three keywords with good volume and low competition.
Keep scrolling down and analyze each keyword to see if they are a good fit for your campaigns. One of the keywords in my list is “river city roofing Peoria il”. I do not want to focus on this keyword because it’s a competitor and if you are starting with a low budget, I would avoid competitors keywords fir three reasons:
- Because most people who are looking for it, already know the company they want to work with.
- Your budget can be spent with other keywords.
- It’s really hard to measure success when bidding on competitors keywords.
When you have filtered down the keywords with low competition, the other columns you should pay attention are the top of page bid low and high range.
Now you will need some creativity to improve your keyword list.
This is the list of keywords I am starting with:
| residential roofers near me |
| peoria il residential roofing contractors |
| roofers peoria il |
| roof repair peoria il |
You need to take a look at the keywords you have found and generate more keywords based on them. This is how my list is now:
| residential residential roofers near me |
| residential residential roofers near me in peoria |
| residential residential roofers near me in morton |
| residential residential roofers near me in pekin |
| peoria il residential roofing contractors |
| peoria il residential roofing company |
| morton il residential roofing contractors |
| morton il residential roofing company |
| pekin il residential roofing contractors |
| pekin il residential roofing company |
| residential residential roofers peoria il |
| residential residential roofers pekin il |
| residential residential roofers morton il |
| residential roof repair peoria il |
| residential roof repair morton il |
| residential roof repair pekin il |
| residential roof repair company near me |
| residential roof repair company peoria il |
| residential roof repair company morton il |
| residential roof repair company pekin il |
The next thing you need to do is separate the keywords by match type. If you still do not know what are match types, click on this link before you continue.
| Exact | Phrase | Broad |
| [roofers near me] [roofers near me in peoria] [roofers near me in morton] [roofers near me in pekin] [peoria il roofing contractors] [peoria il roofing company] [morton il roofing contractors] [morton il roofing company] [pekin il roofing contractors] [pekin il roofing company] [roofers peoria il] [roofers pekin il] [roofers morton il] [roof repair peoria il] [roof repair morton il] [roof repair pekin il] [roof repair company near me] [roof repair company peoria il] [roof repair company morton il] [roof repair company pekin il] | “roofers near me” “roofers near me in peoria” “roofers near me in morton” “roofers near me in pekin” “peoria il roofing contractors” “peoria il roofing company” “morton il roofing contractors” “morton il roofing company” “pekin il roofing contractors” “pekin il roofing company” “roofers peoria il” “roofers pekin il” “roofers morton il” “roof repair peoria il” “roof repair morton il” “roof repair pekin il” “roof repair company near me” “roof repair company peoria il” “roof repair company morton il” “roof repair company pekin il” | roofers near me roofers near me in peoria roofers near me in morton roofers near me in pekin peoria il roofing contractors peoria il roofing company morton il roofing contractors morton il roofing company pekin il roofing contractors pekin il roofing company roofers peoria il roofers pekin il roofers morton il roof repair peoria il roof repair morton il roof repair pekin il roof repair company near me roof repair company peoria il roof repair company morton il roof repair company pekin il |
The columns above have all the keywords for each match type.
- The first column represents exact match keywords, which means people will have to type those exact keywords for your ad to appear.
- The second column are phrase match, which means people will have to use those keywords in their searches but not necessarily in the same order for your ads to appear.
- The third column are broad match, which means people who have searched for those keywords or even keywords related to them can see your ads.
Since we are working with a low budget here, I will start my campaign with exact match only.
Creating A Search Campaign
Let’s start now creating our search campaign. Go to campaigns on the left dashboard, click on the plus sign and then choose New campaign.
In this example, we are focusing on leads as I am working in the service business. If you are working with products and would like a tutorial, feel free to suggest it here.
Make sure you have setup conversion tracking properly on your website before advancing. If you are using WordPress with Elementor, I have a step by step tutorial for conversion tracking in this link.
Click on Continue to go to the next section.
Now choose Search and you will see more options became available.
Choose the ways you would like people to get in touch with you and then name your campaign.
The pattern I use to name a campaign is [OBJECTIVE] [LOCATION] Name of service
It’s better to divide your campaigns by the type of service you are offering because it’s easier to find and manage them. Including everything on the same campaign will make it harder for you to prioritize one service over others and that can hurt your ROI. The fact that each campaign will acquire its own data can help you in the long term to know the times of the year that one campaign will perform better than others.
In the next screen, you will find more options for your campaign. In the bidding section, choose “Click”.
Starting from here, everything can be changed later on. This is just how you are starting your campaign, but then based on metrics, you can make adjustments to get the best out of your campaigns.
Do not choose conversions unless you already have conversion data in your Google Ads account, I recommend having at least 50 conversions before choosing this option. The more conversions you have, more data Google have to deliver your ads to people who are most likely to fill out a form on your website.
In Networks, uncheck the options as shown below. This will narrow down the searches and use your budget more wisely by focusing on Google searches only.
In Locations, choose your target location but keep in mind that you can increase the radius so people within that range can see your ads. If you show your ads to people who are very far away from you, they will probably not get in touch with you.
In Languages, you can choose the language that people have setup on Google to show ads. In our local area, we have several Hispanic immigrants and also people from Africa who speak French, so I am starting my campaign with those languages.
On the next section called Audience Segments, you can find people who are already looking for the types of service you are offering.
You can choose as many options as you want in this section, but make sure you choose Observation at the end so your ads still show up to people who are not part of those audiences.
Click on More settings to see what other options you can configure on your campaign.
Here you can choose the start and end dates of your campaign and also set the schedule so you choose what days and times your ads can show up.
At first, you won’t get many clicks so I would leave these unchanged and wide open.
In the next screen you will setup your ad groups and the ads.
Start by naming your Ad Group. The pattern I am using is KEYWORD MATCH TYPE – Service
In keywords, I have pasted all the keywords that were in the exact match type column.
Creating A Search Ad
When creating your ad make sure you highlight your location, types of services, years of experience, if you provide discounts highlight them as well.
Your ad needs to stand out from your competitors, so do some research, take a look at what they have written in their ads and come up with something better than them.
Do you want help with coming up with better ads? Click here to get in touch with me.
In the next screen, it’s not mandatory, but recommended to setup:
Sitelink Extensions:
Callout extensions:
Call extension:
Structured Snippets:
Lead form extension:
And you can include more extensions if those are applicable for you:
Now setup your daily budget and click on Next.
In the next screen, you may see this error, which mean you have narrowed your campaign way too much.
In this example, we are setting up a campaign to spend as little as possible in the beginning so there is no problem if you don’t spend anything in the first days. Keep in mind that the less you spend, less data Google will give us to improve your campaigns. So the key here is to find a balance so you don’t spend a lot, but still get your ads delivered.
Click on publish to activate your campaign.
Congratulations! Your campaign is now activated.
The next step for your campaign is to optimize it. For that, you will have to be patient and strategic about it.
In this link, I explain how often and what I do to optimize my campaigns.
I wish you all the good luck for your campaigns, if you need help, don’t forget that you can always reach out to me. I will gladly help you.
