The BEST Google Ads Strategies for Service Based Businesses
Summary
TLDRIn diesem Video erklärt Aaron Young, wie man Google-Anzeigen für serviceorientierte Unternehmen effektiv gestaltet. Er betont die Notwendigkeit, Suchkampagnen zu beginnen und auf die Refinierung von Suchbegriffen zu fokussieren, um qualitativ hochwertige Conversions zu erzielen. Aaron empfiehlt, aggressive Ad-Copies zu verwenden, um das Verkaufsverfahren zu beginnen, bevor Besucher die Website betreten. Zusätzlich erklärt er, wie Remarketing-Kampagnen eingesetzt werden können, um potenzielle Kunden zu erreichen, die die Website besucht haben, aber noch nicht konvertiert sind. Er teilt auch Tipps für die Verwendung von erweiterten Conversions und negativen Keywords, um die Kampagnenleistung zu verbessern.
Takeaways
- 🚀 Laufen von Google Ads für servicebasierte Unternehmen kann schwierig sein, aber wenn sie richtig gemacht werden, können sie sehr profitable und skalierbar sein.
- 🔍 Servicebasierte Kampagnen sind komplex, weil es wichtig ist, die richtigen Anfragen für das Unternehmen zu filtern und nicht nur nach Suchbegriffen zu suchen, sondern auch nach den tatsächlichen Suchbedürfnissen der Kunden.
- 🛠 Beginnen Sie mit Suchkampagnen, auch wenn Google andere Empfehlungen gibt, bis Sie mindestens 30 hochwertige Konversionen pro Monat erreichen.
- 📈 Verwenden Sie erweiterte Konversionen, um tatsächliche Konversionen und nicht nur Formularabgaben zu zählen.
- 🔍 Fokussieren Sie sich auf die Refinierung von Suchbegriffen, indem Sie neue negative Keywords hinzufügen, um irrelevante Suchanfragen zu filtern.
- 📝 Durchführen Sie Suchbegriffsaudits regelmäßig, um die Qualität des Traffics und der Konversionen zu verbessern.
- 📝 Seien Sie aggressive mit Ihrer Anzeigenkopie, um das Vorverkaufsgeschäft zu beginnen, bevor die Benutzer Ihre Website besuchen.
- 💰 Geben Sie in der Anzeigenkopie spezifisch an, für wen Ihre Dienstleistung gedacht ist, um kostenlose, nicht zielführende Besucher zu vermeiden.
- 🔄 Verwenden Sie Remarketing, um potenzielle Kunden zu erreichen, die Ihre Website besucht haben, aber noch nicht konvertiert sind.
- 📅 Warten Sie mit der Einstellung eines Display-Marketingkampagnen bis zu 3 bis 6 Monaten, um eine Liste von potenziellen Kunden aufzubauen.
- 💸 Verwenden Sie die gleiche Botschaft in der Display-Kampagne wie in der Suchanzeige, um die Benutzer weiterhin anzusprechen.
- 📊 Das Budget für Display-Kampagnen sollte etwa 5 bis 10% des Budgets für Suchkampagnen betragen.
Q & A
Warum kann das Ausführen von Google Ads für servicebasierte Unternehmen schwierig sein?
-Servicebasierte Kampagnen können schwierig sein, weil es spezifische Herausforderungen gibt, die überwunden werden müssen, wie das Filtern von B2B- und B2C-Anfragen und das Anlocken der richtigen Führungskräfte für hochpreisige Dienstleistungen.
Welche Art von Kampagnen empfehlen Sie zuerst für servicebasierte Unternehmen?
-Suchkampagnen werden empfohlen, da sie die besten Ergebnisse liefern und es wichtig ist, auf diese zu fokussieren, bis mindestens 30 hochwertige Konversionen pro 30 Tagen erreicht sind.
Was ist der Vorteil von erweiterten Konversionen in Google Ads?
-Erweiterte Konversionen ermöglichen es, Daten von tatsächlichen Konversionen hochzuladen, anstatt nur die Personen zu zählen, die Formulare ausfüllen, was eine genauere Überwachung der Kampagnenleistung bietet.
Wie oft sollten Sie nach der Einrichtung einer neuen Kampagne nach Suchbegriffen suchen?
-Für eine neue Kampagne sollten Suchbegriffsprüfungen mindestens dreimal pro Woche durchgeführt werden, um die Qualität des Traffics und der Konversionen zu verbessern.
Wie können Sie mit aggressivem Ad-Copy die Qualität der Konversionen steigern?
-Durch spezifisches Ad-Copy, das klar kommuniziert, dass die Dienstleistungen nur für bestimmte Zielgruppen wie B2B-Kunden oder mit bestimmten Budgets vorgesehen sind, kann das Risiko von nicht zielführenden Klicks reduziert werden.
Wann sollten Sie eine Display-Marketingkampagne starten?
-Es wird empfohlen, mindestens 3 bis 6 Monate zu warten, bevor eine Display-Marketingkampagne gestartet wird, um eine Liste von Personen zu erstellen, die die Website besucht haben, aber noch nicht konvertiert haben.
Wie viel Prozent des Budgets sollten Sie für eine Display-Kampagne einplanen?
-Die Ausgaben für eine Display-Kampagne sollten etwa 5 bis 10% des Budgets für Suchkampagnen betragen.
Wie lange dauert es in der Regel, bis eine Display-Kampagne Wirkung zeigt?
-Es kann bis zu 4 bis 6 Wochen dauern, bis eine angemessene Anzahl von Aufmerksamkeiten oder Klicks erreicht werden, insbesondere wenn die Zielgruppe nur in den letzten 30 bis 90 Tagen die Website besucht hat.
Wie können Sie sicherstellen, dass Ihre Ad-Copy effektiv ist?
-Indem Sie sicherstellen, dass Ihre Ad-Copy spezifisch und klar kommuniziert, welche Dienstleistungen angeboten werden und für welche Zielgruppen, können Sie potenzielle Kunden besser informieren und unerwünschte Klicks reduzieren.
Welche Rolle spielen negative Keywords in der Optimierung von Google Ads?
-Negative Keywords sind entscheidend für die Filterung von Suchbegriffen, die nicht relevant für das Unternehmen sind, um unnötige Ausgaben zu vermeiden und den Fokus auf relevante Suchanfragen zu legen.
Wie wichtig ist es, spezifische Konversionsaktionen zu haben?
-Spezifische Konversionsaktionen ermöglichen es, genau zu verstehen, welche Suchbegriffe und Aktionen die meisten Wert für das Unternehmen liefern, was zu einer besseren Optimierung der Kampagnen führt.
Outlines
🚀 Einleitung in Google Ads für servicebasierte Unternehmen
Der erste Absatz erklärt, warum Google Ads für serviceorientierte Unternehmen komplex sein kann, insbesondere wenn es um das Filtern von B2B- und B2C-Anfragen geht oder wenn es darum geht, die richtige Art von Leads für hochpreisige Dienstleistungen zu ziehen. Der Sprecher empfiehlt, mit Suchkampagnen zu beginnen und bei der Optimierung auf die Suchbegriffe zu konzentrieren, die die Anzeigen auslösen, anstatt auf die gezielten Keywords. Es wird betont, dass die Verwendung von erweiterter Konversionen und die regelmäßige Überprüfung der Suchbegriffe entscheidend ist, um qualitativ hochwertige Conversions zu erzielen.
📉 Reduzierung der Kosten pro Konversion durch Suchbegriffsoptimierung
Der zweite Absatz beschreibt, wie durch das Hinzufügen von negativen Keywords und die Verwendung von Segmenten die Kosten pro Konversion signifikant reduziert werden können. Es wird ein Beispiel gegeben, in dem durch das Ausschließen von Suchbegriffen wie 'Goldinvestitionen' und das Hinzufügen von spezifischen Conversions-Aktionen die Konversionen gesteigert und die Kosten pro Konversion gesenkt wurden. Der Sprecher betont die Wichtigkeit, umfangreiche negative Keyword-Listen zu erstellen, um nicht zielführende Traffic zu vermeiden.
📝 Aggressive Ad-Copy-Strategie für serviceorientierte Unternehmen
In diesem Absatz wird die Notwendigkeit einer aggressiven Ad-Copy-Strategie für serviceorientierte Unternehmen diskutiert, um den Verkaufsprozess bereits vor der Website-Nutzung zu beginnen. Es wird empfohlen, in der Ad-Copy präzise anzugeben, für welche Zielgruppe die Dienstleistungen geeignet sind, um unqualifizierten Traffic zu reduzieren. Ein reales Beispiel wird gegeben, in dem durch die Verwendung spezifischerer Ad-Copy die Akquisitionkosten für ein IT-Unternehmen signifikant gesenkt wurden.
🔄 Remarketing als effektive Strategie für serviceorientierte Unternehmen
Der vierte Absatz erklärt, wie Remarketing-Kampagnen eingesetzt werden können, um potenzielle Kunden zu erreichen, die bereits die Website besucht haben, aber noch nicht konvertiert sind. Es wird empfohlen, erst nach 3 bis 6 Monaten mit der Display-Marketing-Kampagne zu beginnen, um eine Liste von nicht konvertierten Besuchern aufzubauen. Die Kampagne sollte dann nur auf diese Zielgruppe ausgerichtet sein, und die gleiche Botschaft wie in der Suchanzeige verwendet werden, um die Konversionen zu steigern. Es wird auch erwähnt, dass die Ausgaben für Display-Kampagnen nur etwa 5 bis 10% der Ausgaben für Suchkampagnen betragen.
Mindmap
Keywords
💡Google Ads
💡Service-based Businesses
💡Search Campaigns
💡Negative Keywords
💡Conversion Tracking
💡Ad Copy
💡Remarketing
💡Performance Max Campaigns
💡Enhanced Conversions
💡Target Audience
💡Cost Per Conversion
Highlights
Running Google ads for service-based businesses can be highly profitable and easy to scale when done correctly.
Service-based campaigns can be tricky due to challenges in filtering business-to-customer inquiries and attracting the right leads.
For service-based businesses, it's crucial to start with search campaigns, regardless of Google's recommendations for other types of campaigns.
Aim for at least 30 high-quality conversions in your account every 30 days before considering other campaign types.
Use enhanced conversions to track actual conversions, not just form fills.
Focus on refining search terms and adding negative keywords to improve campaign quality.
Reviewing search terms is the most beneficial optimization action for a new campaign in the first 3 to 6 months.
Be aggressive with ad copy to pre-close the sale and avoid wasting money on non-targeted traffic.
Specifically tailor ad copy to the target audience, such as specifying service for businesses only.
Use remarketing to target website visitors who haven't converted yet, but wait at least 3 to 6 months before starting a display marketing campaign.
Display campaigns should be targeted only to recent website visitors and use the same messaging as search ads.
Spend on display campaigns is typically 5 to 10% of the search campaign budget.
It may take 3 to 4 months to see significant benefits from display campaigns.
Aaron Young from Defined Digital Academy provides extended training on improving Google ad campaigns for service-based businesses.
Joining the 10x Google Ads community provides access to extended masterclasses and live group coaching calls.
The training aims to help businesses increase conversions and improve the performance of their Google ad campaigns.
Transcripts
let's be honest running Google ads
campaigns for service-based businesses
can be tricky but when they are done
right they can be highly profitable and
easy to scale and a great way to grow
your service-based business now the
reason for why service-based campaigns
can be tricky is because you do have
some core challenges that you need to
overcome specifically around if you've
got a busino business product what you
need to do is you need to filter out
those business to customer inquiries or
if you've got a higher priced service
which is running in the same business
niche as a lot of other providers who
are running a lower priced service you
have to really careful to make sure
you're attracting the right type of
leads for your service-based business
because to complicate both of those
issues is that with all of my experience
I've seen and I'm sure you've seen this
as well quite often your businessto
business customers the ones that you
want and need are using the same Search
terms as people who are searching
business to customer requirements or if
you've got a higher price service and
you're needing to Target a specific
segment of the market you'll find that
they're using pretty much the same
Search terms as people who are looking
for cheaper services so that becomes the
problem of how do you go through and
really separate the customers who are
key for your service-based business so
what we're going to do right now is
going to take you to the process for how
you get the best results in Google ads
for your service-based business and it
starts with my biggest recommendation
regardless of what business nich you're
in if you're a service-based business
you need to start with search campaigns
and regardless of how many times Google
prompts you in the recommendations tab
to start a performance Max campaign or
if a Google rep Rings you and says they
need to start a performance Max campaign
you need to stick to your guns and
remain with search now I'm not saying
that service-based businesses should
never use performance Max because in the
right environment and under the right
circumstances performance Max can be
amazing for service-based businesses but
I would not consider consider using
anything else apart from search for a
service-based business until you are
seeing at least 30 high quality
conversions in your account every 30
days so I don't just mean 30 inquiries I
mean 30 high quality conversions and
what you also need in your account is
that you also need to be using enhanced
conversions where you're uploading in
completed conversions so you're not just
counting people who are filling out your
forms the you need to be uploading back
into Google app
the data of people who are actually
converting and that Gap may be 2 four or
five or 6 weeks down the track so that's
a really complicated topic that we are
going to be covering later on in this
Channel and if you want to make sure
that you always stay up to date with all
the new trainings that I do release
right here make sure that you don't only
subscribe but you also turn on that
notification Bell because getting
conversion data right is going to be the
biggest game changer and the real
Catalyst of whether your account is
going to be successful or just wasting
money in the the weeks and months to
come in Google ads so the first thing is
is that make sure that you start with
search now once you've started your
search campaign the next important thing
that you need to do is that you need to
focus all of your efforts when you start
that campaign and sometimes even for the
first three months you're focusing on
really refining the Search terms that
are triggering your ads and what I want
really want to clarify here is I'm not
talking about the keywords that you're
targeting I'm talking about the Search
terms that the users are using that are
triggering your ads and what you want to
do from here is you want to go through
and add in new negative keywords so that
you're filtering out those searches now
this is so important that after I'd set
up a Google ads campaign if I was only
allowed to do one type of optimization
action I would choose reviewing my
Search terms over any other type of
optimization action I'm not saying that
all of those other optimization actions
are not important that's crazy they
definitely are what I'm saying though is
is that especially for a new campaign
over that first 3 to 6 months this is
where you're going to see the most
benefit in your optimizations by going
through and reviewing your Search terms
now this does take time and sometimes
for larger spending accounts we've had
to build negative keyword lists of over
a th but it is so worth it so what I
want to do right now is I want to take
you through a quick screen share so I
can show you how to complete this
process correctly because it's not just
a matter of going to your Search terms
you also want to add in some segments so
that you can see some better data and
make better decisions let's go to that
screen share right now so where you want
to go through here is that when you're
in a search campaign what you want to do
is you want to go into insights and
reports and then under insights and
reports you want to go to search terms
so what I'm really want to clarify here
is we're not talking about keywords
we're talking about when you're in the
campaign you go to insights and reports
and then go to your Search terms what I
firstly want to show you here you can
see here we've gone through and added in
a whole hip of extra negative keywords
and what this has done this has brought
this cost per conversion now there were
other optimizations but this was the
core Catalyst that when it started it
was at 725 then 200 it bounced around
for a bit and now we've been seeing week
on week of cost per conversions of under
$100 which is the marker that this
business needs and you can see from here
is that what we're able to do is that
some of these keywords really close
together so you can see here we excluded
gold Investments because we're more
focusing on things around cash for gold
and the way that we did this is that we
went through and you can see here these
gold Investments even though it was
providing conversions when we went
through and added in our segment
function so you go into segment and
conversions what we're able to see
through here is that we tracked back
these different conversions actions and
saw that this was providing a low level
of conversions and that's why it's
really really important to have really
specific conversion actions so that you
know which ones are really providing
value for your business so that example
that I again gave there between the two
very similar Search terms one was
actually giving us high level of
conversions but because we' added in
different conversion actions we were
able to really hone down on which are
the ones that were important for our
client's business so those first two
steps is all about starting with search
and then just focusing a lot of time on
refining your Search terms adding in
those negative keywords and especially
for a new campaign I'd be completing
search term audits at least three times
a week so every 72 hours until you start
to see the quality of your traffic and
conversions increase to a level that is
acceptable for you and your client or
for your own business and that now
brings us to the third strategy that
service-based businesses need to be
implementing and the third strategy that
you need to be implementing as a
service-based business is that you need
to be super aggressive with your ad copy
and what I mean by that and what we want
to achieve here is that we want to start
the pre-closing part of the sale before
they even get to your website you need
to remember that every time someone
clicks on your ad you're paying for that
so if they click on an ad and go to your
website and then don't go through with
an inquiry because that service is too
expensive or if they're looking for a
businesses to customer service as
opposed to a businesses to business
you're going to be paying for that
wasted non-targeted traffic so what you
want to be doing here is that if you're
only offering a service for other
businesses I would be very very specific
in my ad copy that you don't offer your
services to the general population it's
only for small businesses or
medium-sized businesses or if you're
running a higher pric product I would
actually put in the ad copy of what your
starting packages are at especially if
that starting price is a lot higher than
some other service providers yes you
will lose some traffic but there's no
point paying for traffic which is
targeting users which are never going to
convert because your service is not what
they require or is out of their budget I
want to give you a real life example
here is that a couple of years ago I was
brought in on a project to help an IT
company who only provides services for
small and medium businesses to really
drive down the acquisition costs now
when I started the acquisition costs
were over $100 from memory round about
that 107 109 Mark and when I'd finished
Consulting on their account we had
brought that down to be regularly below
$50 and the way that we did this is we
did two core things firstly we went
through that search term process that
spoke about in point number two and
really started honing down now we did
find some little Trends there that in
this particular space was that
businessto business customers were more
likely just to search keyword like it
service or it support whereas business
to customers would more be doing a
longer search they would be searching
for things like help with my it or help
with my printer things around that Mark
so that's where we started to really
build out a much larger negative keyword
list but but then the other thing that
we did was we became super super
aggressive with the ad copy now the
previous team on this account had
already added in some headlines around
that they were it for small businesses
or it for mediumsized businesses but
what we did is that we took it a step
further and in their CTO actions and we
even pined these into the headlines we
tested cord to actions around for small
businesses only and another one that
worked really well for us was call our
small business support team now and what
that did is that just reinforced at
another level that this was only for
small businesses so what you want to do
here is you want to actually position it
in a way that for the user they don't
want to click on your ad because they
know they're going to be wasting not
necessarily your time but they're going
to be wasting their own time because you
don't offer what they are looking for so
that's another really cool way that you
can reduce spend and also increase the
quality of conversions that your
service-based business is getting now
another great strategy that
service-based businesses can use and
this is point number four is that you
can use remarketing now what I want to
stress here is that I would not be
starting a display marketing campaign
right at the start i' generally wait a
good 3 to 6 months the reason for that
is because what we want to do firstly is
that we want to build up a list of
people who have been to a website who
haven't converted yet and we want them
to be recent now as you may or may not
be aware that you need to have at least
a thousand people in your audience
before you can Target them for a display
campaign because what we're going to do
is once we've built out that list we're
then going to set up a targeted only
display campaign so we're only going to
that website visitors list we're not
using any expansion options we're not
using the observation method this is
only going to people who have been on
our website in the last 30 to 90 days
and then what we're also doing from
there is that when we set up the display
campaign we're also removing all of the
apps and the placements that we're
targeting in our websites and also Gmail
and what we're doing there is we're
using the same messaging that the person
would have seen when they saw our search
ad and what this does is this reinforces
that they've already seen our ad and we
just continue to Target them until we
get those conversions now a couple of
points that I want to add here is that
the level of spend is only about 5 to
10% of what you're spending on your
search campaigns and also don't be
surprised that especially if you've got
a list that is only in the couple of
thousands it can take a good four to 6
weeks until you even start to see some
real level of Impressions or clicks what
we found when we added these in is it
was generally around about the 3 month
Mark that the business started to see a
real benefit of having the display
campaign in their Google ads campaign
strategy now that's all I can go through
today but what I want to do is I want to
let you know that if you want to see
extended notes on this training and I've
got quite a lot of other points
including what bidding strategies to
start with and when and if you should
move over to a maximized conversion
bidding strategy and if you want to see
all of that extra training for free I
want to give you access to an extended
training that I ran inside of my paid
Community which is called 10x Google ads
now I may be biased but I believe that
this is the best paid Google ads
community that you can get as at the
time of recording we've got over 400
members I also include extended master
classes like the one I'm about to give
you access to and also live group
coaching calls each and every month and
and if you want to access that extended
training on how you can increase the
performance of your campaigns for your
service based businesses all you need to
do is to follow that link in the
description below once again thank you
for joining me my name is Aaron Young
and I'm from defined Digital Academy I
look forward to seeing you in that
extended training on this subject of how
to get more conversions for your service
based business or if you wanted to stay
on YouTube and you want to make sure
that you've got your search campaigns
set up correctly make sure you go
through watch this video right here see
you next time
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