The BEST Google Ads Strategies for Service Based Businesses

Summary

In 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

00:00

🚀 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.

05:01

📉 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.

10:01

📝 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.

Keywords

💡Google Ads

Google Ads ist ein Online-Werbedienst von Google, der Unternehmen ermöglicht, Anzeigen auf Google und Google-Partnerwebsites zu schalten. Im Video wird erläutert, wie man Google Ads für servicebasierte Unternehmen effektiv nutzt, um potenzielle Kunden anzuziehen und den Umsatz zu steigern.

💡Service-based Businesses

Service-based Businesses sind Unternehmen, die Dienstleistungen anbieten, anstatt physische Produkte zu verkaufen. Diese Art von Unternehmen steht im Fokus des Videos, da sie spezielle Herausforderungen in der Online-Werbung haben, wie z.B. die Unterscheidung zwischen B2B und B2C Kunden.

💡Search Campaigns

Suchkampagnen sind eine Art von Online-Werbekampagne, bei der Anzeigen basierend auf den Suchbegriffen von Nutzern angezeigt werden, die mit den von den Werbekunden festgelegten Suchbegriffen übereinstimmen. Im Video wird betont, dass servicebasierte Unternehmen mit Suchkampagnen beginnen sollten, um ihre Zielgruppe effektiv zu erreichen.

💡Negative Keywords

Negative Keywords sind Suchbegriffe, die ein Werbetreibender auswählt, damit Anzeigen nicht für diese Wörter angezeigt werden. Dies hilft, um unqualifizierte Suchanfragen zu vermeiden und die Werbeausgaben auf relevante Suchanfragen zu konzentrieren.

💡Conversion Tracking

Conversion Tracking ist ein Verfahren, das Unternehmen dabei unterstützt, zu verfolgen, was Nutzer tun, nachdem sie auf ihre Anzeigen geklickt haben. Dies ermöglicht es, die Wirksamkeit von Werbekampagnen zu messen und zu optimieren.

💡Ad Copy

Ad Copy ist der Text, der in einer Werbeanzeige verwendet wird, um potenzielle Kunden anzuziehen und sie dazu zu bringen, auf die Anzeige zu klicken. Ein gut geschriebenes Ad Copy sollte klar und überzeugend sein und auf die Bedürfnisse und Ziele der Zielgruppe abgestimmt sein.

💡Remarketing

Remarketing ist eine Werbestrategie, bei der Anzeigen an Personen angezeigt werden, die bereits mit einer Website oder einem Online-Dienst interagiert haben. Dies dient dazu, die potenziellen Kunden erneut auf das Angebot aufmerksam zu machen und Konversionen zu fördern.

💡Performance Max Campaigns

Performance Max Campaigns sind eine Art von Werbekampagne in Google Ads, die automatisch auf die besten Ergebnisse für den Werbetreibenden abzielt, indem sie die richtige Kombination aus Anzeigenformaten, -plattformen und -zielgruppen verwendet.

💡Enhanced Conversions

Enhanced Conversions ist eine Funktion in Google Ads, die Unternehmen dabei unterstützt, ihre Konversionen über verschiedene Kanäle und Touchpoints zu verfolgen, indem sie Daten von externen Quellen wie CRM-Systemen oder E-Commerce-Plattformen nutzt.

💡Target Audience

Die Target Audience ist die Gruppe von Personen, auf die sich eine Werbekampagne konzentriert. Diese Gruppe wird basierend auf bestimmten Kriterien wie Alter, Geschlecht, Interessen oder Verhaltensweisen definiert.

💡Cost Per Conversion

Cost Per Conversion (CPC) ist eine Metrik in der Online-Werbung, die den durchschnittlichen Kostenbetrag angibt, den ein Werbetreibender für jede erfolgreiche Konversion (wie z.B. einen Kauf oder eine Anmeldung) zahlt.

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