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Local Lead Gen - Simplified

Discussion in 'Advertising, Marketing, Social Media' started by Andy Black, May 10, 2016.

  1. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    #AndyTalks 010 - Local Lead Gen - Simplified

    Generating leads for local service businesses with AdWords paid search is simple - when you put yourself in the searcher's shoes.

    In this video I end up on a (ever so slight) rant. I see these mistakes time and time again. :)




    TRANSCRIPTION by @Drive2Riches

    (Josh asked for some thoughts about how I track conversions for a local service business.)

    If you're a local service business, typically you want people to ring you. You want to get on the phone to them because that's how you're going to sell to them best and also the people who are willing to speak to you on the phone are the ones most likely to convert.

    Lead generation for local service businesses using AdWord paid search is actually very, very simple. I'll see if I can explain it in under a minute.

    Let's say you live in Rathmines, which is an area within Dublin and you need a plumber. You might start your search on Google by typing in "plumbers" or "plumbers near me" or something like that. But you're going to quickly realize that's not specific enough. Most people or a lot of people will probably just go to straight to typing in "plumbers Dublin" or a variation of that. I call that a "geo modified" search term. The search that they've typed in has a geography, a location in the search term so it's geo modified.

    A geo modified search term indicates the searcher is looking for a local service to them. It's often better qualified visitors to your website than somebody who hasn't typed in a geo modified search term.

    Take an example of somebody looking for window repairs on Google. They might be trying to do it themselves and looking for information to learn how to do it themselves or they could be looking for a local service business. When someone types in "window repairs Dublin" they're no longer information-seeking to learn how to do it for themselves. So my advice to local service businesses is to always start with geo modified search terms.

    So, our plumber in Dublin would want to be found by people looking for "plumbers Dublin" or "Dublin plumbers," "plumbers in Dublin" things like that. The ad that somebody should see when they type in "plumbers Dublin" should be "Dublin Plumbers" or "Dublin Plumber" -- put it in the headline. Even better, is if they typed in "Rathmines Plumber" because Rathmines is an area within Dublin and of course if they type in "Plumbers Rathmines" your ad should say "Rathmines Plumber."

    So if a local service business, like a plumber in Dublin, whatever areas they cover, they should be making sure they bid on each location, plus "plumber." Then they should write the best ad they can, which is going to be one that contains the location in the headline, "Rathmines Plumber," "Swords Plumber," "Dunleary Plumber" all these locations.

    So you're in Rathmines. You type in "Rathmines plumber." you look at the Google search results and you try and find an ad that says "Rathmines Plumber." At a guess, there's going to be none because everybody's just going to say "Dublin Plumber," so you're going to be better if you can put Rathmines Plumber into your ad. . . . they click your ad because yours is the most enticing; you get a good CTR; Google loves you; you get rewarded with lower CPC; higher impression share.

    Now the visitor hits the landing page. What do they see? Can they see what they are looking for? They search for a Rathmines plumber. The ad said Rathmines Plumber. Guess what the first thing they should see on the landing page is? How about a big headline saying "Looking for a Plumber in Rathmines?"

    What do you think they're going to say to that? -- Yes! Godammit I've been on Google all morning trying to find a plumber in Rathmines, thank God. And I'm looking for a plumber because I want to download their e-book on how to choose a plumber -- no, no sorry, I wanted to read an article about how to choose a plumber.

    Actually no, I wanted to find out that you've been in business since 1975 and that you've got 3 vans and all the rest of it. Please what's your email address because I want to send you an email because they've got an emergency in the house and I want to send you an email.

    You know what they want to do, they want to ring. So, maybe you should put your phone number, big and bold, top right maybe just below the "Looking for a Plumber in Rathmines?" Bang, phone number. Maybe put three bullet points -- we cover Rathmines; we're great; 24/7 callout -- all that kind of stuff.

    Good idea to put a form as well, in case people can't ring because they're at work and they don't want to get in trouble. I suggest putting "Request a Callback" as the title of that form, rather than "contact us." If you want people to fill in the form, maybe just ask for their name, their phone number, their email address and give them space for a message but make it optional.

    Don't put "submit" as the call to action on the button below the form. I mean we're not wrestling are we? How about take into account that people don't really read and they might not have read the headline above the form. I'd say a good call to action on the request a call back form is "Request a Callback" maybe with a little chevron, a little arrow just to indicate something's going to happen when they do it.

    What about all those great testimonials and information you've got about the company and case studies and things like that, They're good aren't they? They are good. Add them below; add them below. People are going to be on mobile or computer, they can scroll or they can scroll. Give people a clue though that there might be content below the fold, so don't have your fold so big that they can't see there's anything down below. For people who are going to scroll, maybe put a small call to actions inserted down the page so they don't have scroll all the way back up.
     
  2. welshmin
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    welshmin Bronze Contributor Speedway Pass

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    Hey Andy, glad to have you back. Hope everything is looking up for you in this tough time.

    Glad to have you relaying this topic again as it is, in my mind, the most important concept for local lead gen, far beyond any other.

    What would you typically (ballpark) expect to pay per click for these local searches?

    Here in Brisbane I am seeing typically around $15 or so per click. Do I need to niche down further perhaps to find less competitive keywords?
     
    axiom and Andy Black like this.
  3. Evil_Jester
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    Evil_Jester Bronze Contributor Read Millionaire Fastlane I've Read UNSCRIPTED Speedway Pass

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    Perfect timing. The other day I decided to do this with the steel industry with some twists to it.
     
    Andy Black likes this.
  4. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    Thanks.


    Yep. It's so obvious what to do when you think about the person searching, and not about yourself.

    Obviously very few business owners think about the needs of others, because the typical Search Term -> Ad -> Landing Page combination SUCKS.

    Here's a thread on why that matters:


    This will depend on the competition.

    Some verticals are much more expensive than others (tax attorney vs cooker repairs). Some locations are much more expensive than others (London vs small-ville).

    The only way of finding out is to run campaigns.

    Check out this thread:


    Finding less competitive keywords certainly helps.

    As does increasing your CTR (removing unwanted impressions, improving ad copy, using sitelinks, callouts, call extensions, location extensions, "review" extensions, etc).

    As does removing unwanted clicks (from unintended search terms, or from non-buyer search terms).

    And then it's all about increasing your EPCs too:
     
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  5. Dave510
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    Dave510 Reversing Read Millionaire Fastlane Speedway Pass

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    I would pay for Insider just to read all your AdWords insight. All this stuff is pure gold.
     
    Andy Black likes this.
  6. Motion
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    Motion New Contributor Read Millionaire Fastlane

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    Great post @Andy Black, I love all of your Adwords posts, very pertinent to my journey at the moment. Thanks for sharing.
     
    Andy Black likes this.
  7. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    welshmin likes this.
  8. Andy Black
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    Andy Black Any colour, as long as it's red. Staff Member Read Millionaire Fastlane FASTLANE INSIDER Speedway Pass LEGENDARY CONTRIBUTOR

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    A few people doing local lead gen, and a few people asking about the landing page. This video is still my current thinking.
     
  9. PizzaOnTheRoof
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    PizzaOnTheRoof Perfection Through Iteration Read Millionaire Fastlane I've Read UNSCRIPTED FASTLANE INSIDER Speedway Pass

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    Google Ads is a marketplace. Bids go up and down all the time but one thing remains the same...

    ...people wouldn’t bid if it wasn’t profitable (hopefully).

    Less competitive keywords can help, but it’s a bandaid, not a solution.

    ...The solution is to increase customer lifetime value (CLV).

    Higher ticket sales, upsells, referrals, and repeat buys are all part of the CLV.

    You might only breakeven on the initial sale due to high CPCs, but you can make 2-3x on the backend.

    Many people forget that but it’s how the big boys dominate in PPC.
     
    d7laungani likes this.

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