All right, well hey everybody. Rob Satrom from Feedbackwrench. We help small businesses go from good to great and I want to help general contractors, construction workers, services business. It can be house cleaners, chimney repair, kitchen remodelers, concrete driveways, concrete repair, any service based business. I’m going to show you how to utilize Google My Business with Google Ads in order to drive tons of leads and I’m just giving away advice here.
We do digital marketing. We also just help small businesses and entrepreneurs head upward and forward. I love helping people become an entrepreneur. We help you reduce taxes, but just pay attention here, if you have a service business. Now, everybody knows right now one of the biggest problems for small businesses is it is incredibly difficult to win on Google. Not only that, we’ve got the problem of the aggregators. The aggregators are HomeAdvisor, House, Thumbtack.
So let’s just say I search a core commercial keyword. Now, core commercial keywords are the keywords that matter the most to you. They’re your core services. They’re not long tail keywords or anything like that. If you do kitchen remodeling, bathroom remodeling, the keywords that matter the most to you are kitchen remodeler, bathroom remodeler, remodeling contractor, right? If people are searching remodeling contractor, what does that mean? They’re looking for a contractor.
That’s going to be so important to win on. For example, if a core commercial keyword could be house cleaning companies. If I’m looking for a house cleaning company, what does that probably mean? It means that I want a house cleaning company. I know that I need a solution. These are hard to win. These are competitive keywords and not only that, but we’ve got these aggregators down here which are just disgusting.
You’ve got Yelp or HomeAdvisor, Thumbtack, care.com. Here’s what I want you to know guys, if you have a service business, should you be investing in Thumbtack? Should you use Thumbtack a lot? Thumbtack, there’s a bunch of these. HomeAdvisor is probably the one that most people use the most and HomeAdvisor I’ll make them pay. When you build out your HomeAdvisor profile, sure you can get leads right away.
Why do you get leads right away? Because they will pop up in the top ranked Google searches. The moment that Google does not want to award Thumbtack, HomeAdvisor, House, Zillow, and these third party aggregators that lets you get reviews and then they have customer testimonies. The moment that Google doesn’t reward them, they’re not going to be worth anything. Not only that, would you build up those profiles on Angie’s List and different HomeAdvisor.
You know what happens? You’re building up their domain authority, you’re helping their company out, and why would you invest into their digital presence? I want you to invest in your own. So if you’re a consultant, a digital marketer, if you help small businesses or any business with digital marketing, you better be telling them that Google My Business is the most important thing to invest their time in right now.
And the reason why it’s the most important to invest their time in is eventually what’s going to happen here, out West they’re already doing this, but eventually what’s going to happen is Google’s going to have Google home services. They’re going to take over Angie’s List, Thumbtack, Home Advisor, House. I could foresee them getting into the real estate space if they can get through the bureaucracy of government.
I’m telling you, when you invest with Google, you invest with Bing, you invest with Facebook, they’re the ones that are going to win because they hold the keys to the castle. Right now your version of this is your Google My Business account. Back to the original idea here, you’ve got your core commercial keywords. Help plan out your core commercial keywords. The other thing that you should be doing is your core commercial keywords. Here’s an example of a website that understands their core commercial keywords.
This is a site that I run. We’ve got concrete driveways, concrete patios, concrete driveway aprons. Your site should be marked up and optimized in a clean way and showing that you do work around your core commercial keywords. You need to decide not only the keywords that are relevant that have search volume to them, but you also need to find out if it’s something that you want to win at. Is it a keyword or is it a service that’s high enough margin that it matters to you?
Is it something that you want to do more work of? If you actually want to do more work on it because it’s profitable, then you should go after it. But if it’s a low margin, high effort activity, then you shouldn’t be doing it. So to find your core commercial keywords, you’ll find that there’s some tools out there that you can use. One of the tools that I will use is called Ahrefs. This is a great tool. It’s expensive, but what you can do is you can create these keywords and I’ve done some research around remodeling.
So let’s just say you’re a kitchen, bathroom and basement remodeler or maybe even exterior remodeler. If you go to your keyword explorer here within Ahrefs, let’s see if that’s going to reload, pay for the fastest internet on the planet, it takes a long time. Let’s see how this goes. What you’ve got, I’ve done some homework to find out … Let’s do a different list. If you’re a digital marketer, you already know this.
But here’s an example of core commercial keywords that matter for digital marketing, for web design and different types of businesses like this. So basically I’ve done the research to find out what matters the most and when you look here, what you’re going to see is you’ve got the core in this list, this tool, you go into the keywords, you can go start exploring, but you’ve got the core keyword of web design.
That across the entire United States get 63,000 searches a month. The cost per click on Google Adwords right now if we were to advertise with that is $16 a click. That’s highly expensive. Why is that? Because if people search webdesign, chances are there’s a high margin, lower effort project about to be done so people make money on it so your cost per click is pretty high. You’ve got life insurance and stuff in that sector or remodeling construction.
Roofing is astronomically high. There’s an insurance ones and investment ones that are $45 a keyword because corporate America is bidding on them. But what we’re doing here is we’re finding our core commercial keywords, so in this it’d be web design, web developer, web development, video production, marketing agency. And what we’re seeing here is there’s a decent amount of monthly searches nationwide.
Besides that, these are people looking for graphic designers, website development, marketing agency, general contractor. Instead of kitchen remodeling ideas, here’s an example. You’ve got kitchen remodeling ideas. Let’s look at what the return for that is. You’ve got some people paying up on the top, a snippet to an ad in Lowe’s and then a whole bunch of websites that show ideas. 70 kitchen remodeling ideas. This is a magazine. That doesn’t show intent, they want ideas there.
Now you can get in on that, but right now K2 bath design they might be getting some business from this, but they are also probably paying a great deal of money. Here’s their landing page where if we look at kitchen remodelers near me or kitchen remodelers, look at what pops up. On the top you’ve got Google Ads. People are paying. We’re going to be using some of that tactic. Get HomeAdvisor, HomeAdvisor is actually advertising on this.
Then you have your local snippet. This is the Google My Business local snippet. Folks, this is one of the most important things you could possibly work on and then you have your organic results. Look at this, HomeAdvisor, Yelp, Thumbtack, Home guide, third party aggregators are winning. Like I said, you invest in them, Eventually they will go away. They also can get you business right away, but let’s invest in your website instead.
Let’s go back to my original search. Let’s look at an example. Here’s an example of something that we had done. So here’s the tactic that I want people to understand work so well. If you use your Google My Business profile and you go in and get a ton of reviews on your Google My Business profile that are authentic and real, then what we can do is in about a 10 mile radius around your business, we can dominate.
And the way you do that as you use Google Ads with a local extension tied to your core commercial keyword, Google Ad. So here’s an example. You search graphic design companies. If you’re a graphic design company in Prior Lake in about an eight mile circle around Prior Lake Minnesota, here’s what’s going to happen. We wanted to win with Neon lizard Design, so what we did is we found that keyword and a couple other keywords, we created an ad for it.
Here’s the ad that she wrote, Neon Lizard Creative, local quality graphic design in Prior Lake Minnesota. Professional results, great value. We’re spending money every time this goes up, but then what we did is we connected her Google My Business account to that Google Ads account and synced a location extension and added the location extension. Here’s why that’s important. Look at what happens on the Google My business results.
Down here because she has an extension and where I was searching was fairly close to where she is within her 10 mile radius or eight mile radius, you can only do this in about an eight mile radius, the Google My Business pops up. Here’s another really compelling use of this. When you go into house cleaners near me, that’s a core commercial keyword. Up top you’ve got your advertisers, down here you’ve got your Google My Business.
Here’s a client of mine that I love. We’ve done tons of optimization and work to win in her 10 mile radius. Here’s her business, ten mile radius, she wins in the local snippet here. But now watch this, not only is this the most compelling trustworthy type of ad you can do because people look at that and they go, oh, it’s local. I could see where they are. There’s my house. Oh, look at that. 30 six reviews. Let’s check them out.
I don’t necessarily want to go through here, so when I click, here’s the amazing part of this tactic I’m going to show you. These guys are doing this tactic against my client while I’m looking at the reviews of Tidy Touch, look at what pops up over here because these two had done a Google Ad with a Google local extension. They were able to pop up in the Google My Business. This is compelling.
I see 99 reviews and quite frankly, I am tempted to at least check out her reviews. Now on the map here, you’ll see that she’s this dynamic duo, they’re way up North, Tidy Touch is way over here, but I’m down here. You’re going to be able to steal clients if you implement this. Here’s the steps that you do. You find your core keywords that you want to dominate in, make them be core commercial keywords.
You should only pick a couple of them and only do about a seven or eight mile radius around your business, maybe 10 to 12 miles. We’ve done some testing and I found 10 miles is really what it is. Once you do that, what I would encourage you to do is create an ad and the ad should be a lot like what we had here. Whatever the top result and in the Google Ad is, you could just cheat and copy off of people. She’s up here not just because she’s outbidding everybody, but also because she’s written an ad that has a high ad rank and has all of the signals working for it.
Once you’ve done that, you add the location extension. You actually need to go into your Google account and once you’re in your Google account, you go to a campaign and once you have a campaign, here’s a basic one I don’t even know if we’ve got … This account isn’t actually on right now, but what you’ll do is you’ll go to ads and extensions and you’ll sync an ad either at the account level or the campaign level or even the ad group level.
You’ll add an extension and what you’ll do is you’ll do the location extension. This one right here, location extension. And if you’ve synced your Google My Business, you’re going to be able to sync your locations tied to your Google My Business account. If that’s not working, you’re going to have to go into your setup and do a little bit of work to get that there. Once you’ve done that though, I tell you what, having a Google My Business account that’s dominant, that has tons of reviews, is going to help you steal search results.
Because as you go, most consumers are doing this, you Click on the top one. Either A, you’ll show up on the top or B you’ll be able to dive in like this. That’s a huge win for you. That’s my tips. Hope that was helpful. Have a great day.