Today’s topic is all about leveraging Google AdWords to grow a new business. So this is our continuation of a multi-part series on growing a business from scratch. And again, we’re focusing on growing a childcare center so that we have real-life examples. We’re in well over 14-15 plus episodes. The goal again was to give you everything step by step in the exact order that I would recommend executing these steps.
Google AdWords is one of my favorite places to grab qualified traffic from. The reason behind that is that there’s a very big difference between the type of traffic that you’re going to get from Google versus the type of traffic and eyeballs that you’re going to get from Facebook, which is what we talked about yesterday.
The biggest difference for you to understand is that with Google, your targeted prospect is going to the search engine and is seeking a solution for their problems. Whereas with Facebook, you’re almost grabbing their attention in their eyeballs, and distracting them from what they were on there to do—so they’re on there. I mean posting pictures of their kids, for example, and they happen to see an ad for this new child care center. It grabs their attention because they are looking for a childcare center, but they’re not on Facebook, actively looking.
Whereas with Google, if someone goes to Google and types in a child care center near me, preschool near me, best preschool, Montessori school, costs of child care, any of those different phrases—you have to understand that there’s searching intent. there they’re intent on finding a solution to their problems—that traffic is going to be much more targeted. Those leads as they start to come in, are going to be just as valuable as the Facebook ad leads, if not more valuable because they’re already going to be a little bit more primed and ready.
Comparing Facebook to Google—Facebook, you distracted them. They wouldn’t just fill out an ad form if they didn’t have any interest. However, the timing might not be right on Facebook, maybe they’re looking for childcare in six months. Whereas if someone’s going to Google, depending on the type of searches they’re going to do, and we’re going to talk about those, you can very quickly start to figure out are they looking for something now? Are they looking for something in six months a year and it really is going to vary based on the searches.
Let’s say, for example, they’re typing in preschool costs versus preschool near me.
Now, you could argue either direction, they could be looking for something a little bit longer term. However, if someone’s typing in a preschool near me, I would rate that a little bit higher than someone that’s typing in preschool costs—there’s this shopper mentality.
STEP ONE: Choose keywords that your business should be ranking for
Start to make a list of all of the different potential keywords that you want to make sure that your business and again in this example, your childcare center, should be ranking for. Now, these keywords are going to start to evolve over a short to a longer time period, but usually, they start to evolve and change over the first 90 days to 120 days. Just literally bring up something like a Google doc and start to list out keywords—preschool, preschool near me, preschool costs, best preschool, so on and so forth.
Now, I would highly suggest that if you haven’t already, I want you to re-listen to the episode that I did on picking keywords because, in that episode, I gave a lot of really great information on how to find the right keywords for search engine optimization. One little secret and one little aside is that if you are hesitant on any keywords for search engine optimization, one of the tricks that you can do is to actually put some budget on Google AdWords and test the keyword there.
If you know that literally within 24 hours, you can pay per click, we’ll talk about costs in a little bit. You can show up number one in Google the top of the page for any keyword you could ever imagine, why wouldn’t you want to consider testing some of the keywords if you’re potentially on the fence for some of those keywords from a search engine optimization standpoint. That’s one of those little secrets or tips that it’s a little more advanced, but it allows you to confirm that you’re going after the right keywords on your website before you really start to go down that rabbit hole. Step one is to make a list of all those different keywords.
STEP TWO: Break the keywords into specific groups or ad groups
If you’re saying preschool, I want you to grab all the different keywords related to preschool. And then you might have childcare, daycare, childcare center, Montessori—whatever the different keywords, I want you to start to break them into groups—those are going to serve as ad groups.
What you’re going to do now is for each of those groups, you’re going to write an ad that makes sense based on those particular keywords. Now, as you’re writing the ads, if you start to find other keywords in that ad group that the ad really doesn’t apply for or apply to, then you need to break those into a different ad group. Maybe you need to have one ad group that’s only about cost. It could be daycare, childcare, a preschool with the word cost at the end. Then you have a specific ad that says something like if you’re wondering what and then there’s a little way to have it work in search of the keyword that you’re going after. “If you’re wondering what a Montessori School costs, click here to see how we compare something along those lines.”
Now the ad copy is just as important, if not more important than the keywords. If your ads are weak, no one’s going to end up clicking through. So we’ll talk about how you gauge things in just a second. So you’ve got your keywords. Then you’re going to break those into specific groups.
STEP THREE: Write an ad for each group
Now you can be writing the ad at the back end of the Google AdWords tool, for example. Because one of the things that are going to happen to you is you’re going to run a character.
You’re allowed three different headlines that you still only allowed to. And headline number one, you’re allowed 30 characters, not words characters, headline 2-30 characters, headline 3-30 characters. Now the other neat thing is they allow for descriptions-description one, description two, and each of those allows up to 90 characters.
So the whole name of the game is that I want you to maximize every character that you possibly can as long as it makes grammatical sense, strategic sense. I want you to be leveraging the descriptions because what you’ll see with some of the ads with Google, is that there might be someone that only uses two headlines, so 30 characters, and then the ad either above or below them—uses 30, 30, 30, they’ve got a full description, a second description, it just draws a lot more attention and their ad is like two or three times the size of the other ad, they’re gonna end up getting more market share and even potentially be able to pay for a lower cost.
You want to make sure that as you’re writing, you’re keeping in mind those character limits, and that will take some time. It’s not an easy task by any means that there are times that I had to spend half a day just writing two or three headlines because I can’t get the perfect words. I’m too short, too long. You go round and round.
STEP FOUR: Create a solid call-to-action
Now with the ads, you want to make sure that you have a solid call to action. The metrics you’re going to want to start to track are as follows.
Average cost per click
The first one is when you load these keywords in Google it tells you that, “hey, if you want to be number one, you’re going to have to bid about $3 for every click.” One of the metrics you’re going to track is your average cost per click.
The second metric you’re going to track is your average position. Now I’m getting a little bit more advanced and that I normally would, but you want to typically be in spots, two to three, I tend to not pay the absorbent amount for spot number one, because a lot of times the people that are in spot number one, they’re not really paying attention and they’re doing a max bid so that it might be $3. And then let’s say you bid three all sudden they’re bidding $4 then yours is going up. And if you’re not watching this, you could invest a lot of money very, very rapidly and start to be paying quite a bit per click. So average cost per click, average position. My recommendation is to be somewhere in the two to three spot.
The next metric you want to be tracking is your click-through rate. So your click-through rate is looking at how many people saw your ad, which is called impressions—how many click-throughs. This click-through—the whole goal is to make sure that you’re getting high quality, click-throughs. If you’re finding that you’ve got a really low click-through, I mean anything below 2% is pretty low you’re typically trying to get the higher the click-through the better. If there’s no call to action, that’s really good. Your click-throughs are going to below. But the other thing to look at is if the copy doesn’t match the ad, you might have low click-throughs or you have the wrong keywords that you’re going after.
So let’s say for example, that you are a Montessori School which is very, very different from daycare. You wouldn’t want to be probably you could be bidding on the keyword daycare. If you think of a parent that’s looking for daycare, that’s kind of what they’re looking for. And then if your ad says, “Come join the best Montessori School, click here to learn more.” That may not be the best fit, so you might have a really low click-through on that particular keyword. If you have a keyword that says Montessori, Montessori pre-K, and your ad says “we’re the best Montessori pre-k click to learn more—that could be a 5% click through or a 10% which is really, really high.
So the whole goal is you want to have good click-throughs.
Good quality scores
Lastly, the final piece is that you want to have really good quality scores. So with Google, you need to run your traffic. This is a huge thing—you want to run that traffic to landing pages. Re-listen to the episode about tracking, that landing page should be specific for Google. It should have the keywords mentioned, you should have different landing pages for those different ad sets that you designed. The higher the quality score, the higher your click-through, the lower you’re going to have to end up spending. The person in the number one spot could be spending less per click than the person in the number three spot. Google is all about serving up the most quality pieces of content.
Normally, you would think well, to be number one, I’ve got to bid the highest amount. Well, you can continue to bid the highest amount and you can be number one. I could still bid lower than you and if my click throughs and my quality score are better, I can be paying a lower cost per click and still be number one.
I know that might have been a little bit confusing, and it’s a little bit more, I guess, Google Ads 2.0, but at least wanted to give you those.
Now the most important metric for me, then it’s not your cost per click. It’s not what position you’re in or your quality score—it’s your conversions. That is where things get really, really exciting, and where you can go back to your plan of reverse engineering your outcomes. So it’s how many clicks do you need to create one lead or one conversion? For example, let’s just use simple math. Let’s say your cost per click is $1—you get 100 clicks and you get two leads. That would mean that your cost per conversion—your CPC is $50. So as you start to get more and more leads, you can start to figure out if those good numbers are those good metrics as you go down that whole path. I would argue that I mean $50 for potential enrollment into a childcare center, that’s going to cost at least $600- $800, even $1,000 a month and stay for 10 months, possibly for three years or four years and refer people. That would be a good cost per lead.
You’re not going to be able to reverse engineer those numbers until you start to get some leads. So then let’s say you spend $200, and you get four leads, then you can take those leads and you can work on the leads, and then you’ll be able to start to figure out the math. How many leads do you need that equal a connected phone call equals a new enrollment, for example? Then you have the ultimate holy grail metric of how many leads? What are those leads costs? How many do we need to get one new enrollment?
So you might say, well, your cost per new enrollment is $1,000, you need 20 leads, for example, at $50 a lead for you to get one enrollment.
Once you have those numbers, then you can continue to turn off the firehose and drive more and more and more leads all day every day. That is when you really continue to win this game. I’ve always said and I believe this and I’ve heard this from multiple mentors and books, whoever is willing to spend the most to acquire a new customer wins. If you’re able to buy your customers day in and day out—you have no ceiling.
I hope you enjoyed today’s episode on Google AdWords. I look forward to connecting with you again tomorrow.
Get out there, make a change, and take some action.