Keyword Research List for Service Businesses | Google Ads

By | August 23, 2019

Okay, so if you have a service business, what
types of keywords should you be running in your Google Ads campaign? I’m going to tell you, stick around. Hi, I’m Mike Mancini with I get a lot of questions about what types
of keywords should I start with in a Google Ads campaign, and I get them a lot because
I work with a ton of service businesses. We do a lot of lead generation for these companies
and when I talk about lead generation I’m talking about people signing up for deals,
filling out forms, but most of all it’s usually calling the company, so the company can find
out exactly what they want, when they need it done by and give them a quote or set up
an appointment, whatever it might be. Because a lot of these companies are like,
you know what, I just want somebody. I just need to get these people on the phone. We can sell them. We have a really good close rate. That’s what we want for our leads. When we build a lot of these campaigns and
obviously with these videos and people reach out to us and a lot of the times they ask
us, well, how many keywords should we have? What types of keywords? So on and so forth. Well, I’m going to tell you what some of the
profitable keywords are for service-type businesses. I’m going to tell you how to get a list of
them if you stick around til the end. But until we get to that point, do me a favor
go ahead and click that “like” button or “subscribe” button so that way you can get notified whenever
we release a new video. So depending on where you’re located at, what
type of business you have and what your budget is, that is going to have a lot to do with
setting your account up correctly and making sure that you are getting the most out of
it that you can. So let’s touch on those three things really
quickly. Where you’re located. Depending on the exact location that you’re
advertising in, if you’re advertising in a really affluent area the cost is going to
be much more expensive for you regardless what type of business that you have. If you are a plumber and you are in the richest
part of the area or the richest neighborhood or you’re concentrating on the richest zip
codes, there’s going to be a lot more competition specifically because that’s a more affluent
area. More of the service businesses around that
area also know that’s where some money is and they’re also advertising there as well. So your cost is right there just off the top
is going up. Good example would be we have a … We work
with a chiropractor in one of those areas. And we work with a chiropractor eight miles
away in a much smaller area. The same ad, I actually tested this out. The same ad pointing to a landing page that
was very similar, obviously different for the companies and the cost was three times
more in the affluent area so that’s something to keep in mind. Number two is the number of keywords in your
campaign. If you have a massive budget or you’ve got
a lot of money that you can work with, you can afford to have more keywords. With that said, there needs to be a limit
somewhere. We recently started working with a company
that came to us and they said, “You know what. We’re just got getting what we need out of
our other … out of our ads campaign anymore. We’d like you guys to take it over.” When we started going through it. We found there were 26,500 keywords that was
spending $3000 a month. I can’t even begin to tell you how long it
took us just to weed through them all but once we really weeded out the ones that had
no impressions or no clicks, it went much faster and I’m telling you the majority of
them had no traffic at all. In fact, out of 26,500 keywords, all but about
350 keywords were just duds. So, keep an eye on your keywords. You obviously don’t need to have every keyword
under the sun. The great thing about Google’s new system
is when we enter in a keyword. Let’s say we enter in plumber and I put in
Chanhassen, Minnesota. If somebody around this area is looking for
a plumber and they type in “plumber near me” chances are Google’s going to show my ad. And if they do, they tell us that in the keyword
section. So, if you’re in a campaign and you go to
keywords and you click on search terms. These will actually show you the search terms
that were used to bring up your ads or to look for you. So that’s a great place to start if you already
have a campaign that’s up and running. You can take a look in there and find out
what people have been looking for. How they’ve been finding you. If you start seeing a bunch of impressions
that means a lot of people are probably typing that in. It might be a good keyword to add to your
campaign. But we don’t have to have every keyword under
the sun. It used to be if you did not have that keyword
then Google would not show your add. This has changed because of this system. So, you don’t need to have 26,500 keywords
most of which are crap, what you really need to have are 10, 20, 30 outstanding just awesome
keywords that really convert a lot of your traffic. And the last thing to touch on is your budget. If you have a budget of $100 a month, that
averages out to about $3.30 a day on average for that entire month. If you’re in an area where the clicks are
running $3.50, you might only get one click a day. That is going to take you quite a while to
figure out what keywords are really pumping for you. If you’ve got 50 or 100 keywords. If you’ve got 10 keywords, 10 really good
keywords it’s not going to take you as long to figure out which ones are working really
well for you and then hopefully you can get some business off of those and turn those
back into profit and put some more money into your campaigns. The majority of businesses that I’ve worked
with in the service industry are pretty much minimum $100 per service. Some are $200, some get $300. We’ve got flooring companies we work with
and they can profit thousands and thousands of dollars, same thing with roofers off of
literally one sale, but let’s just use $100 price point. If you’re going out and you make $100 profit
off your service for each individual call then you probably need to keep your number
of keywords quite low. At least to start out with if you only have
a $100 a month budget. If you’ve got $200 or $300 that you can play
with then you can probably increase your keywords a little bit from there. Nothing is really more frustrating to me then
when I get campaigns that were brought to me than when I get campaigns brought to me
that were built by other agencies and a client has maybe a hundred dollar a month budget
and they got 500 keywords in the campaign. And the keywords are running $3 to $5 a click. They’re doing their client a huge disservice
because it is going to take months or years to get enough statistics to find out which
of those keywords are working the best. Their daily budget could be used up in one
single click. Therefore they might only be getting 30 total
clicks a month but you’re trying to spread that over 500 keywords. You need to keep a good hold on your keywords. You are just taking too much of your budget,
spreading it around to too many keywords and you’re never going to get the statistics you
need to make the right changes for that campaign. You will get those stats. It’s just going to take you forever. The biggest idea about Google AdWords and
optimization is you want to figure out what is working the best, the quickest, that way
you take all of your money and you put it right to what’s working. 20% of your keywords will drive you 80% of
your business. The quicker you can find out that 20% of those
keywords, the better off you’re going to be. All right, so what you’re really waiting for
though is what types of keywords convert best for service businesses? The first one is you have to start with the
obvious. You have to tell people who you really are. For instance, a plumber, floor refinishing,
electrician. Keep it extremely simple. There are a lot of people now that understand
Google’s giving them what they want. They will go right to Google and just type
in “plumber.” They know that Google is going to serve them
up plumbers in their area. So they will keep it simple but what you don’t
want to do is mess up your match type. What that means is you don’t want to make
it an exact match keyword, which puts the brackets around the keyword. You want to make sure if someone types in
the word “plumber” and nothing else that your ad is going to show up. If you just go in and type “plumber” and you
don’t have the brackets or the quotes around it. The brackets make it an exact match meaning
that person has to type in just that word and only that word. If you type in the quotes around the keyword,
that’s called, “phrase match.” What will happen is if somebody types in “ABC
plumber, XYZ plumber or Joe the Plumber” because you have the quotes around there. It’s saying, you know what this keyword is
in that search. We’re going to show the ad. You don’t want to do that. And if you just put it in there, is what’s
called the broad match, meaning there’s no quotes, there’s no brackets around it. You’re saying if there’s any search that’s
done. That somebody uses the word “plumber” or a
modification of it. So plumbing, plumber, plumbing contractor,
ABC Plumbing Company. There are a million different ways. Your ads are going to blow through your budget
in about two seconds. So number one keyword make it be obvious. Plumber, plumbing company, plumbing contractor,
plumber near me. It used to be that we would type in plumber
and then the zip code. Over the last few years times have changed
a big and people instead of typing in plumber and the zip code, they’re typing in “plumber
near me” or just “plumber.” So what I would do is probably still add those
zip codes because they’re still people that still do type those in. Once again, make sure especially if you’re
on a limited budget, make sure these are all exact match. So you have the brackets around the phrase. So if it’s “plumber near me” you’ve got a
bracket around the whole thing. Somebody has to type in exactly that. Now, I know this might sound very simplified
but I’ve also spent millions and millions and millions of dollars from service companies
and I know what’s driving them the most traffic across different types of service companies
all over the country. So after you be obvious and tell people exactly
what you are. And the next area I would stick with is always,
always, always bid on your brand name. So your company name. And people will say, “Well, why would I want
to do?” My company already comes up number one in
the organic search results every time. That might be true. However, there will be instances where that
will not come up because the search engine algorithm changes almost every day and all
of a sudden your website might be number one and the next day when you’re not looking at
it. It might drop off the planet. But a couple of days later it might be back. That’s always fluctuating. No matter what it is. It’s always moving up and down. At least this way, number one you take that
out of it completely and your will always be up there. Number two, it’s cheap. It’s really, really cheap to bid on your brand
name. Okay? And if somebody mistypes your brand name or
your business name in but you’ve been doing this for a while, chances are Google’s going
to show your ad anyway so it makes it much easier to find. But when you’re paying 12, 15, 20 cents a
click. Maybe you’re paying $2 a conversion. If you’ve got a service business, it’s completely
worth it. The conversion rates on service businesses
are extremely high and the cost per conversion is extremely low. And we’re talking pennies on the dollar versus
what you’re going to pay for your other leads. Next reason, when it comes to branding is
send visitor to a landing page versus the front page of your website. If somebody looks for you and you come up
in the organic results chances are they’re going right to the front page. But if you’re a plumber and someone is looking
for you chances are they need plumbing services, take them to a landing page and show them
your offer. Show them, hey, we’re emergency plumbing service. We can be out there right away. Whatever it might be. You have a much better chance of landing that
conversion. The other reason, domination. You can almost dominate the entire page of
results if you own the local search, if you own the ads at the top. If you own, if your website’s coming up first
and organic. You’re actually putting yourself out there
as a brand. As a company, it’s a legitimacy test. Oh wow, they’re all over the place they’re
obviously know what they’re doing. That’s another reason. The next reason is and Google did this study
a few years ago back in 2011. And essentially what they did was they made
a study where they put ads up for a company and then they basically measured people that
clicked the ads and people that clicked the organic and what it showed was that 89% of
the traffic generated by the search ads was not replaced by people clicking the organic
listings. So what’s happening is people are seeing the
ads, yes, they’re clicking them and if you say, “Well, if they don’t click the ads, they’ll
go down further and they’ll see my listing in the organic results and they’ll click there.” This study showed that 89% of the people that
clicked the ad did not go down and click the search results once the ad was pulled. You are literally talking about more and cheaper
traffic. Another reason is make it harder for your
competitors. There’s a lot of competitors out there that
are probably bidding on your brand name. And it’s totally legal. As long as they don’t use your business name
in their ad or in their copy or talk crap about you. It’s legal to do and you can do this to other
people. However, a lot of the times now bidding on
competitor’s brand names, you might just get a lot of calls for people that are pissed
at them because a service person didn’t show up or if you’ve got salespeople on staff you
can bid on their brand names and if they call you can try to sell them. That can go either way. With that said, what you’re doing is if there’s
competitors bidding on your brand name. You’re taking away more of those spots. You’re going to come up higher because it
is your brand name. You’re going to get the clicks that are cheaper
and your taking that spot away from your competitors. Okay, but enough about the brand names. Let’s get to some more service keywords. Some other keywords are what you do, where
you do it. If you’re a plumber in Minneapolis, type in
“Minneapolis plumber” as a keyword. If you service 10 areas around you, type in
“plumber” and the area. Type in “plumber” and the zip code for those
areas that you service. You can also use plumbing contractor, floor
refinishing or dentist or whatever it might be. Take those easy keywords that you did in step
one. The obvious ones and add your location. Next, expand on your topic a little bit so
if you’re a roofing company and you’ve already gone through and you’ve got roofing, you’ve
got roofer, you’ve got roofer Minneapolis. Now, go to residential roofing, residential
roofing company, residential roofing contractor, commercial roofing, commercial roofing company,
commercial roofing contractor and you see what I’m talking about there? Every one of these you should be splitting
up into your own ad groups. You should not be putting “roofing company
Minneapolis” with “commercial roofer”. Two totally different sets of keywords. You want to put your keyword sort them into
your ad groups and make them very tightly knit. So you’ve got maybe commercial roofing, residential
roofing. You’ve got commercial roofing company, residential
roofing company. You get the idea. I might have an ad group of words that I keep
a pretty tight leash on meaning I’m not going to, if I’m going to see that it’s wasting
a ton of money, I’m probably going to stop them really quickly. So, these keywords might be something like
the best roofing company or the top roofing company or best rated roofing company in the
Twin Cities. What ends up happening is I see a lot of those
keywords where people might be looking for the right company, however, they tend to be
a lot of price shoppers. So I kind of keep those and I put them over
in another ad group and like I said, I keep a pretty tight leash on it. If I see they’re spending a lot and not converting,
then I’ll pause them pretty quick. Another one would be to expand on your services. So for instance, I will use a pest control
company. We have a lot of pest control companies that
we work with and they might work with and so in Minneapolis in the springtime, ants
come out. So we have a couple of campaigns talking literally
just about ant pest removal, like ant control, ant removal, ant control companies near me,
ant exterminators, ant control companies in my area, whatever it might be. So break down your business by services. If you do automobile repair, start looking
at break jobs or if you really want to stick with your higher ticket items, transmission
repair. Then you might want to do break repair. Maybe you do alternator repair. You might want to break those down and we’ve
done this with auto repair companies where we segment them by the service that they’re
offering and what will end up happening is you want to start out with your higher ticket
items like transmission repair is a great one. It is a little bit more expensive to advertise
on. However, it is one that you will get your
greatest return on. Now, as I go through all this, the one thing
you need to remember is keep your keywords to a manageable number. You’re going to test all these. But these are all keywords the ones I’m giving
you are all keywords that we’ve used that have worked very, very well. But you need to keep a tight lease on them
and you do that with the match types. You use either exact match or phrase match-type
keywords. So I don’t want to keep you any longer. Really appreciate you sticking with me as
long as you did. I told you I’d tell you how to get a list. Down below here in the description area you’ll
find a link to the keyword list for service-type businesses. Take it and put it to good use. But once again make sure you keep a very tight
leash on those keywords. And if you want to hear more about possibly
how many keywords you should be using in your Google Ads campaigns over here on the right
hand side. I believe you’re looking at, you should see
another video about how many keywords you should be using in your Google Ads. Thanks so much for watching our video. If you enjoyed it, please like and subscribe
to our channel or share it with someone who might find it interesting or if you know someone
who is in need of Google Ad services please let us know, we’d love to help. Thanks so much for watching.

3 thoughts on “Keyword Research List for Service Businesses | Google Ads

  1. Mike Mancini - PPC / Google Ads Coach Post author

    Let us know if you have any other profitable keyword suggestions for the audience. Let us know in the comments below.

  2. Mohammed Naveedullah Sharief Post author


  3. Muhammad Shoriful Islam Post author

    You're always awesome👍👍👍


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