TLDR: Optimize Google Ads for service-based businesses by focusing on search campaigns, refining search terms, aggressive ad copy, and targeted remarketing. Key strategies include using enhanced conversions and specific targeting to improve campaign effectiveness.
This article is a summary of a You Tube video “The BEST Google Ads Strategies for Service Based Businesses” by Aaron Young | 15,000Hr Google Ads Master
Key Takeaways:
- Start with Search Campaigns: For service-based businesses, begin with search campaigns rather than jumping into more complex campaign types like Performance Max, especially if Google suggests otherwise.
- Achieve High-Quality Conversions: Ensure you record at least 30 high-quality conversions every 30 days before considering other types of campaigns.
- Use of Enhanced Conversions: Incorporate enhanced conversions by uploading completed conversion data to better track real customer engagements.
- Focus on Search Terms, Not Just Keywords: Dedicate efforts to refining the search terms that trigger your ads, not just the keywords you target. This involves frequent reviews and updates.
- Implement Negative Keywords: Regularly update your campaigns with new negative keywords to filter out irrelevant searches and improve the cost-effectiveness of your campaigns.
- Aggressive Ad Copy: Be clear and specific in your ad copy to pre-qualify clicks, ensuring only your target business-to-business (B2B) audience engages with your ads.
- Remarketing Strategies: After establishing a solid base of site visitors, implement a targeted display campaign for users who have visited but not converted, focusing on recent visitors without expanding the audience unnecessarily.
- Controlled Display Spending: Keep display campaign spending to about 5-10% of your search campaign budget to maintain focus and cost-efficiency.
- Continuous Optimization: Continuously analyze and adjust your search terms and negative keywords. This is crucial in the first 3-6 months of a new campaign.
- Specificity in Targeting and Messaging: Ensure your ad copy and targeting strategies explicitly address the needs and characteristics of your intended B2B audience to prevent irrelevant traffic and conversions.
