======================================================================
Course Module: 1. AAU Agency/Module 3 - The Client Module 24
Lesson: 05. Dissecting Google Ads to Find New Clients
Duration: 17:55
======================================================================

--- TIMESTAMPS ---
[00:00 -> 00:05] Alright, so let's take a look at a sample add here and let's talk a little bit about
[00:05 -> 00:09] what we call each part of the add and what I'm looking for when people are running ads,
[00:09 -> 00:12] like what I'm looking for that they're doing incorrectly.
[00:12 -> 00:14] So right here you have a headline.
[00:14 -> 00:20] Now you can see there's another headline here and in some ads you will see a third headline.
[00:20 -> 00:23] But at a minimum you should see two.
[00:23 -> 00:27] If you only see one that means they're running only one headline.
[00:27 -> 00:28] That's a mistake.
[00:28 -> 00:34] You should be running at least two because this is obviously valuable real estate and
[00:34 -> 00:36] you'll hear me say that a lot.
[00:36 -> 00:39] Google wants to see as much information as they can.
[00:39 -> 00:41] Here is your description area.
[00:41 -> 00:48] Now the description area, Google gives you two lines, two description lines of up to 90
[00:48 -> 00:49] characters each.
[00:49 -> 00:52] Now you can see this one is it's got the full description.
[00:52 -> 00:58] However, down here and you have to look at ads hard to find these.
[00:58 -> 01:01] These are what are called structured snippets.
[01:01 -> 01:04] Now structured snippets might be types.
[01:04 -> 01:05] It might be brands.
[01:05 -> 01:09] It might be services when you're adding these into your add extensions when you're building
[01:09 -> 01:11] out Google ads.
[01:11 -> 01:14] Basically it just says, hey, pick one of these snippets.
[01:14 -> 01:15] This one is types.
[01:15 -> 01:21] So types of injury, accidents at work, road traffic, accidents, slips, trips and falls,
[01:21 -> 01:22] medical claims.
[01:22 -> 01:26] And they are only you're only going to see them in some ads, meaning you're only going
[01:26 -> 01:31] to see them in the ads in the top three or four positions on Google.
[01:31 -> 01:35] So you won't see these in all of them and you have to really look for them.
[01:35 -> 01:39] But these are called structured snippets.
[01:39 -> 01:43] Right here, these are called site link extensions.
[01:43 -> 01:48] Now the I'm going to touch a little bit on this and why sometimes they're good and why
[01:48 -> 01:53] they're bad and why actually I don't use them in my ads.
[01:53 -> 01:59] Unless I'm running a very specific type of campaign, but we do not actually include these
[01:59 -> 02:01] in our ads.
[02:01 -> 02:05] And then obviously you've got the phone number right here.
[02:05 -> 02:08] So what I'm looking for is are they have do they have headlines?
[02:08 -> 02:10] Do they have enough headlines?
[02:10 -> 02:14] Are they running at least one or two descriptions?
[02:14 -> 02:17] And then also I'm looking for their phone number.
[02:17 -> 02:18] Those are just three things.
[02:18 -> 02:23] And let me walk you through a few examples here of if I was going to go to Google and
[02:23 -> 02:25] take a look, what am I looking for?
[02:25 -> 02:26] All right.
[02:26 -> 02:28] So here I did a search for plumber.
[02:28 -> 02:29] Okay.
[02:29 -> 02:30] Just in my area.
[02:30 -> 02:34] Right now I see that they are using two headlines, but look at how short this description
[02:34 -> 02:36] is.
[02:36 -> 02:39] They're not using all of the real estate that Google's giving them.
[02:39 -> 02:43] And I would call them up and say, Hey, you know, your the problem is you're using
[02:43 -> 02:47] only one description when Google gives you places for two.
[02:47 -> 02:50] And it's a situation where you're giving up valuable real estate that you could use
[02:50 -> 02:55] to talk more about your services and your company and help sell your business better.
[02:55 -> 02:57] And we'd love the opportunity to help you out with that.
[02:57 -> 02:58] Okay.
[02:58 -> 02:59] They are also here.
[02:59 -> 03:02] They have what's called a location extension, which is great.
[03:02 -> 03:07] You hook this up, your Google ads to your Google business account, business listing,
[03:07 -> 03:12] excuse me, and it will show the address so people can see if they're in that area and they have
[03:12 -> 03:15] their phone number, but they are not using all their descriptions.
[03:15 -> 03:16] All right.
[03:16 -> 03:19] So go down, check, go down to the bottom where some more ads are.
[03:19 -> 03:21] Here's another one.
[03:21 -> 03:23] This one, no phone number.
[03:23 -> 03:28] I would say, you know, they're leaving some serious money on the table without their phone
[03:28 -> 03:29] number.
[03:29 -> 03:35] And I'll get into what these sight links here in just a second, but right now, so no phone
[03:35 -> 03:36] number on this one.
[03:36 -> 03:39] That's the first thing that jumps out of me right here.
[03:39 -> 03:41] This one's okay.
[03:41 -> 03:44] Another thing I'm looking for is I typed in plumber.
[03:44 -> 03:49] Is that the first thing I see in the headline, you know, or one of the first things?
[03:49 -> 03:56] And then also Google will actually highlight the keyword that I typed in up here in the ads.
[03:56 -> 04:02] So am I seeing plumber, plumbers, plumbing, some version of that keyword somewhere in the
[04:02 -> 04:04] ad I am in most of these?
[04:04 -> 04:07] In this one, I'm not at all, right?
[04:07 -> 04:09] They've got their headlines, which is fine.
[04:09 -> 04:10] They've got an offer here.
[04:10 -> 04:16] They've got their phone number, but your local Honest Home Services company, what kind
[04:16 -> 04:18] of company, right?
[04:18 -> 04:21] We don't necessarily read these ads all the time.
[04:21 -> 04:22] We scan them.
[04:22 -> 04:26] We've been trained that Google will give us what we're looking for and we tend to scan
[04:26 -> 04:27] them.
[04:27 -> 04:30] So let's just go to the next one.
[04:30 -> 04:32] Let's do a search for floor refinishing.
[04:32 -> 04:33] Okay.
[04:33 -> 04:38] Here is another situation of what I was calling, talking about those sight links.
[04:38 -> 04:43] Maybe now and again, you will see a sight link look like this.
[04:43 -> 04:47] Now the reason I don't like sight links are number one, they stand out like this, which
[04:47 -> 04:48] makes it look good.
[04:48 -> 04:54] The problem is when you click this, it takes you to a different page on their website than
[04:54 -> 04:56] this.
[04:56 -> 05:02] We build landing pages to get people to the service that they're looking for.
[05:02 -> 05:08] So if I'm running ads for floor refinishing, I'm taking people to a floor refinishing page.
[05:08 -> 05:11] With these sight links, somebody's going to click this.
[05:11 -> 05:17] It might charge this company $20 and they're going to the about us page where they're talking
[05:17 -> 05:20] about how they started their business.
[05:20 -> 05:25] You can put some information about that on the landing page, but I don't want to take
[05:25 -> 05:29] people away from going to this page here.
[05:29 -> 05:31] I don't want to take them there.
[05:31 -> 05:37] So in some previous examples, sight links will sometimes look like this right here.
[05:37 -> 05:42] Sewer video inspections, sewer cleaning, plumbing, water jetting, water softness, talk
[05:42 -> 05:47] about some of these other services because a plumber is pretty generic.
[05:47 -> 05:53] So this plumber is they offer sewer video inspections, sewer cleaning, plumbing, water jetting, water
[05:53 -> 05:54] softening.
[05:54 -> 05:58] So somebody can see this ad and actually be taken right to the page that they're looking
[05:58 -> 05:59] for.
[05:59 -> 06:01] So in this situation, it's beneficial.
[06:01 -> 06:04] This plumber, once again, it's a generic search.
[06:04 -> 06:08] We're talking about why don't take them to the about us page.
[06:08 -> 06:09] This one request appointment.
[06:09 -> 06:12] Okay, but you could do that on their landing page.
[06:12 -> 06:13] Why choose us?
[06:13 -> 06:14] You could do that on their landing page.
[06:14 -> 06:20] I don't want to take them to a specific page talking about why we should choose them because
[06:20 -> 06:26] chances are the booking form or the tracking information is on this page.
[06:26 -> 06:29] I don't want to take searchers away from this.
[06:29 -> 06:30] So why choose us now?
[06:30 -> 06:32] Special offers.
[06:32 -> 06:34] We don't even know what they want yet.
[06:34 -> 06:36] Why are we offering them offers?
[06:36 -> 06:37] Okay.
[06:37 -> 06:42] So I don't like to run site links because it takes away from getting people to this should
[06:42 -> 06:44] be the only click.
[06:44 -> 06:48] I want them going to a page where they can find the information that they're looking for
[06:48 -> 06:53] and call or make an appointment with the company.
[06:53 -> 06:57] So once again, you will see some site links that jump out like this only in the top couple
[06:57 -> 06:59] will you ever see these.
[06:59 -> 07:03] I really don't want to take people to a photo gallery or an about us page.
[07:03 -> 07:05] So I don't really run them.
[07:05 -> 07:06] Okay.
[07:06 -> 07:10] So that one I might talk to them and call them and say, listen, you're taking people away
[07:10 -> 07:12] from what you're doing.
[07:12 -> 07:16] Here's another one and I'm going to give you some other things to look at that's just kind
[07:16 -> 07:19] of brand new to Google.
[07:19 -> 07:22] This one we're doing floor refinishing.
[07:22 -> 07:28] They don't talk about anything about floor refinishing in here.
[07:28 -> 07:31] We're talking about wood floor installs and sanding.
[07:31 -> 07:35] That's a new floor, not refinishing the floor.
[07:35 -> 07:38] See how I work this?
[07:38 -> 07:46] And it talks about sanding and this is a horrible ad because it's not focused in on floor refinishing.
[07:46 -> 07:52] It should say floor refinishing, reflow refinishing experts, professionals, whatever.
[07:52 -> 07:53] Who cares what the name is?
[07:53 -> 07:54] What are they talking about?
[07:54 -> 07:55] I'm scanning this ad.
[07:55 -> 08:00] I see nothing about floor refinishing in the headline or in the body.
[08:00 -> 08:01] Let's scroll down to the bottom.
[08:01 -> 08:04] Take a look at a few more.
[08:04 -> 08:10] This one, floor refinishing here doesn't have anything about floor refinishing really anywhere
[08:10 -> 08:13] in the, because it's not highlighted, right?
[08:13 -> 08:20] Anywhere in the description and they have site links going to places they probably shouldn't.
[08:20 -> 08:21] Let's see.
[08:21 -> 08:25] Voted best by local customers for what?
[08:25 -> 08:29] That's awesome if you want to point that out, but it doesn't stand out.
[08:29 -> 08:34] I typed in floor refinishing, gold family floor refinished.
[08:34 -> 08:37] Like that almost sounds like a typo.
[08:37 -> 08:40] There's no phone number here.
[08:40 -> 08:44] And yeah, it just not a very good ad.
[08:44 -> 08:46] Once here's another one, no phone number, right?
[08:46 -> 08:52] So I just went through a few ads and I found problems with almost all of them.
[08:52 -> 08:55] And that's really what I decide.
[08:55 -> 08:56] That's really what I do.
[08:56 -> 09:00] I just go through and then I'll call this guy up and I'll say, hey, my name is Mike Mancini.
[09:00 -> 09:04] I'm a Google Ads agency owner here in the area.
[09:04 -> 09:07] And I called you because I see that you're running Google ads.
[09:07 -> 09:08] Now, don't worry.
[09:08 -> 09:12] I didn't click on it because I know that costs you money and we don't want to do that.
[09:12 -> 09:15] But I did notice a couple of problems.
[09:15 -> 09:18] One problem is maybe you say this.
[09:18 -> 09:20] I notice you don't have a phone number on there.
[09:20 -> 09:24] And that actually can help your campaign in a big way because it can help track conversions
[09:24 -> 09:27] and help Google give you better results.
[09:27 -> 09:35] I also notice you're running site links to other pages on your site that really have nothing
[09:35 -> 09:39] to do with what people are looking up, like such as floor refinishing and you're taking
[09:39 -> 09:42] them to the about us page.
[09:42 -> 09:47] The problem with that is you're taking people away from making that appointment or you're
[09:47 -> 09:50] giving them something else to focus on.
[09:50 -> 09:55] This may be a situation where you're running your own ads or maybe somebody else is for
[09:55 -> 09:56] you.
[09:56 -> 10:00] But I love the opportunity to talk to you more about it and see if it'd be interested in having
[10:00 -> 10:02] us do that for you.
[10:02 -> 10:04] And they may be like, okay, no.
[10:04 -> 10:05] All right.
[10:05 -> 10:06] So fine.
[10:06 -> 10:07] Move on to the next one.
[10:07 -> 10:08] Call the next guy.
[10:08 -> 10:09] Okay.
[10:09 -> 10:11] And then they may sit there and say, okay, well, what you mean?
[10:11 -> 10:12] What else would you do?
[10:12 -> 10:15] Well, what we do is we go in and we actually start from scratch.
[10:15 -> 10:20] We take a look at what's going on in your campaign and we'll kind of take out what's working
[10:20 -> 10:24] well because you've obviously done some work already.
[10:24 -> 10:28] But what we will do is we will take out what works and get rid of what's not.
[10:28 -> 10:32] And then we'll also start adding in some new things and testing some new things.
[10:32 -> 10:36] But the biggest thing is that you can focus on your business and not having to worry about
[10:36 -> 10:38] running Google ads.
[10:38 -> 10:44] With how fast they're changing and how they're always changing, I know it can be a huge time
[10:44 -> 10:45] suck.
[10:45 -> 10:48] And they might be, you know, you might have them on the hook already.
[10:48 -> 10:50] You might not.
[10:50 -> 10:56] But my point is, is that we are offering them value right up front.
[10:56 -> 11:00] We're bringing them a ton of value and saying, Hey, you have a problem.
[11:00 -> 11:02] Here is some free advice.
[11:02 -> 11:04] Take it or leave it, right?
[11:04 -> 11:06] And then you say, and if they say, Oh, thank you so much.
[11:06 -> 11:07] I'll say, I'll tell you what?
[11:07 -> 11:09] Can I just send you my contact information?
[11:09 -> 11:13] And maybe if you decide you want somebody to help you out, you know, we can talk about
[11:13 -> 11:15] that in the future.
[11:15 -> 11:16] Great.
[11:16 -> 11:17] Or if they don't, they don't.
[11:17 -> 11:21] Now they may say, okay, well, how much?
[11:21 -> 11:24] That's when you flip the script on them a little bit.
[11:24 -> 11:28] And you might say, all right, Mr. customer, let me ask you this.
[11:28 -> 11:33] On average, how much do you make per new client?
[11:33 -> 11:36] And they're going to be like, well, you know, we make $400.
[11:36 -> 11:37] Okay, great.
[11:37 -> 11:42] I'll tell you what, if you hire us to do your business and, you know, you just do this calculation
[11:42 -> 11:46] in your head, if you hire us to manage your Google ads for you, what we're talking about
[11:46 -> 11:52] is if we get you just two more customers a month, just two, you know, and you said it's
[11:52 -> 11:57] a minimum of $400 or like, yep, you know, it's usually either around six or 800 or 1000
[11:57 -> 11:58] bucks.
[11:58 -> 11:59] Okay, great.
[11:59 -> 12:05] If you get, if we get you maybe even one good customer or just two little ones with what
[12:05 -> 12:09] we do, you will more than pay for our services.
[12:09 -> 12:10] And they're going to be like, really?
[12:10 -> 12:11] Yes.
[12:11 -> 12:13] You know, maybe you're pricing your services at 500 bucks.
[12:13 -> 12:15] Maybe it's 750.
[12:15 -> 12:18] Whatever it might be, you can do this calculation in your head.
[12:18 -> 12:23] I'm really talking to them in their own language and using, you know, just if they're starting
[12:23 -> 12:27] to talk about price, I want to flip it on them and say, hey, how much are you making?
[12:27 -> 12:32] And if they push back on that question about how much they're making per client, say, Mr.
[12:32 -> 12:34] customer, I appreciate what you're asking.
[12:34 -> 12:38] I'm not asking for a budget or anything right now.
[12:38 -> 12:43] All I'm asking is how much you make per average, you know, on an average new client, just to
[12:43 -> 12:47] like to kind of give you some figures to toss around in your head.
[12:47 -> 12:48] They don't ever push back.
[12:48 -> 12:49] Okay.
[12:49 -> 12:53] They might be a little bit and just say, listen, if you'd like us to, you know, if you'd like
[12:53 -> 12:57] to talk to us about this, I just need to give you some numbers.
[12:57 -> 12:58] I need to find out what you're spending.
[12:58 -> 13:02] I need to find out how complex your campaign is.
[13:02 -> 13:04] It's obviously going to be a factor when it comes to pricing.
[13:04 -> 13:07] Now you may, it may not be, right?
[13:07 -> 13:10] But you want to just get them to open up to you and trust you.
[13:10 -> 13:14] And if they keep pushing back, which I don't think I've ever really had, you might say,
[13:14 -> 13:16] okay, Mr. customer, I appreciate you.
[13:16 -> 13:22] You're trying to keep your cards pretty close to the chest here, but it's a situation
[13:22 -> 13:23] where we want to help you.
[13:23 -> 13:27] Obviously, I'm calling you, giving you some free advice about your Google ads.
[13:27 -> 13:32] And I'm not here to, you know, try and take advantage of you.
[13:32 -> 13:34] I just, I offered you up some free advice.
[13:34 -> 13:37] And if you don't want to do business with us, I completely understand.
[13:37 -> 13:42] I just wanted to give you some of that, you know, some free value, right?
[13:42 -> 13:45] So I mean, if they're pushing back and being an ass, you probably don't want to deal with
[13:45 -> 13:47] them anyway.
[13:47 -> 13:49] But anyway, but you get the idea.
[13:49 -> 13:51] I go through these really quickly.
[13:51 -> 13:52] Okay.
[13:53 -> 13:56] So let's go even to a couple more or act.
[13:56 -> 14:00] So let's just scroll down because I can find problems with a lot of ads.
[14:02 -> 14:04] Let's see this one.
[14:04 -> 14:05] Yeah, floory finishing.
[14:05 -> 14:07] Once again, it's not in the headline at all.
[14:07 -> 14:08] Let's go down to the bottom.
[14:09 -> 14:10] Just for finishing.
[14:10 -> 14:11] There's a phone number.
[14:11 -> 14:13] There's one description here.
[14:13 -> 14:16] I wouldn't put the domain name in here.
[14:16 -> 14:18] I think that's kind of going away.
[14:18 -> 14:23] People, Google doesn't want people typing that in and not clicking on the ad.
[14:23 -> 14:25] So that I think will get caught eventually.
[14:27 -> 14:30] Once again, floory finishing voted best by local customers.
[14:31 -> 14:36] This one, no phone number does have extensions on here as far as location and hours, which is
[14:36 -> 14:37] great.
[14:38 -> 14:41] Resture your hardwood floor professional.
[14:41 -> 14:42] I would put floor here.
[14:43 -> 14:44] That one's okay.
[14:46 -> 14:47] Let's go to the next one.
[14:49 -> 14:50] Okay.
[14:51 -> 14:52] This is another good example.
[14:53 -> 14:58] You can see some of these ads, business.google.com, Morris Hardwood.
[14:58 -> 15:00] That's the name of the company is Morris Hardwood.
[15:01 -> 15:02] We go down.
[15:02 -> 15:04] Let's go to this one business.
[15:04 -> 15:06] That's Morris Hardwood.
[15:06 -> 15:06] Same thing.
[15:07 -> 15:10] I saw it in a couple other places here.
[15:12 -> 15:13] Let's see.
[15:14 -> 15:15] Oh, right here.
[15:16 -> 15:19] Business.google.com slash high line something.
[15:20 -> 15:24] So Morris Hardwood again, just for finishing.
[15:25 -> 15:25] Okay.
[15:25 -> 15:27] Let's just use these for example.
[15:28 -> 15:30] What hat what is happening here?
[15:30 -> 15:32] And I've already clicked on this.
[15:32 -> 15:34] So if it remorse Hardwood, I apologize.
[15:35 -> 15:40] What's happening here is this business is not running ads to their website.
[15:41 -> 15:45] They're running ads to their Google business listing, which I think is
[15:45 -> 15:50] a horrible idea because the Google business listing is formatted.
[15:51 -> 15:52] It's not designed to sell.
[15:53 -> 15:59] Look, I mean, this doesn't look it's got some great pictures, but it doesn't have
[15:59 -> 16:01] and it just has information about the business.
[16:01 -> 16:04] Somebody actually has to scroll down here to see pictures.
[16:04 -> 16:07] There's a very little call to action.
[16:07 -> 16:09] It's kind of hidden here.
[16:10 -> 16:12] It's just a horrible setup.
[16:13 -> 16:17] Now they may be doing this because they don't have a website or their website is
[16:17 -> 16:18] really poor.
[16:18 -> 16:24] This is a perfect situation for you because we're building landing pages for
[16:24 -> 16:25] these ads.
[16:25 -> 16:31] And if we're talking about floor refinishing or floor sanding, we're taking a person
[16:31 -> 16:35] to a page that is talking about floor sanding or floor refinishing and there's
[16:35 -> 16:39] a headline and a picture right away and we're only talking to them about that.
[16:40 -> 16:42] So you could say, all right, Mr.
[16:42 -> 16:45] customer, I see you're running ads to your Google business page.
[16:46 -> 16:49] Unfortunately, that is not going to give you your biggest bang for your buck.
[16:49 -> 16:51] And they're going to be like, well, we can't afford a website.
[16:52 -> 16:57] Sir, when we build, when we build our Google ads campaigns for our clients, we
[16:57 -> 17:03] actually build landing pages for you for each individual service that we're running
[17:03 -> 17:04] ads for.
[17:04 -> 17:05] And they're like, really?
[17:06 -> 17:09] Well, OK, you know, but I don't have a domain name.
[17:09 -> 17:10] Not a problem.
[17:10 -> 17:13] We can get you a domain name or they're like, well, I do have a domain name.
[17:14 -> 17:18] We can attach our landing pages to your website and I show you how to do all that
[17:18 -> 17:20] right inside the inside the Google ads training.
[17:20 -> 17:22] So you don't have to worry about that.
[17:22 -> 17:27] But these are just some different things I'm looking for and different ways I'm
[17:27 -> 17:33] talking to clients when I'm going through and trying to find out who is already
[17:33 -> 17:35] using Google or who's already doing marketing, right?
[17:35 -> 17:37] They understand the value of marketing.
[17:37 -> 17:42] They also understand the value of Google ads and they love it when you can give
[17:42 -> 17:50] them ways to save money and or get more clients off the same amount of money
[17:50 -> 17:51] that they're spending.
[17:51 -> 17:53] So that's just some different ideas.
[17:53 -> 17:54] Hope it helps.
[17:54 -> 17:55] I'll see you in the next video.

======================================================================
--- FULL TRANSCRIPT ---
======================================================================

Alright, so let's take a look at a sample add here and let's talk a little bit about what we call each part of the add and what I'm looking for when people are running ads, like what I'm looking for that they're doing incorrectly. So right here you have a headline. Now you can see there's another headline here and in some ads you will see a third headline. But at a minimum you should see two. If you only see one that means they're running only one headline. That's a mistake. You should be running at least two because this is obviously valuable real estate and you'll hear me say that a lot. Google wants to see as much information as they can. Here is your description area. Now the description area, Google gives you two lines, two description lines of up to 90 characters each. Now you can see this one is it's got the full description. However, down here and you have to look at ads hard to find these. These are what are called structured snippets. Now structured snippets might be types. It might be brands. It might be services when you're adding these into your add extensions when you're building out Google ads. Basically it just says, hey, pick one of these snippets. This one is types. So types of injury, accidents at work, road traffic, accidents, slips, trips and falls, medical claims. And they are only you're only going to see them in some ads, meaning you're only going to see them in the ads in the top three or four positions on Google. So you won't see these in all of them and you have to really look for them. But these are called structured snippets. Right here, these are called site link extensions. Now the I'm going to touch a little bit on this and why sometimes they're good and why they're bad and why actually I don't use them in my ads. Unless I'm running a very specific type of campaign, but we do not actually include these in our ads. And then obviously you've got the phone number right here. So what I'm looking for is are they have do they have headlines? Do they have enough headlines? Are they running at least one or two descriptions? And then also I'm looking for their phone number. Those are just three things. And let me walk you through a few examples here of if I was going to go to Google and take a look, what am I looking for? All right. So here I did a search for plumber. Okay. Just in my area. Right now I see that they are using two headlines, but look at how short this description is. They're not using all of the real estate that Google's giving them. And I would call them up and say, Hey, you know, your the problem is you're using only one description when Google gives you places for two. And it's a situation where you're giving up valuable real estate that you could use to talk more about your services and your company and help sell your business better. And we'd love the opportunity to help you out with that. Okay. They are also here. They have what's called a location extension, which is great. You hook this up, your Google ads to your Google business account, business listing, excuse me, and it will show the address so people can see if they're in that area and they have their phone number, but they are not using all their descriptions. All right. So go down, check, go down to the bottom where some more ads are. Here's another one. This one, no phone number. I would say, you know, they're leaving some serious money on the table without their phone number. And I'll get into what these sight links here in just a second, but right now, so no phone number on this one. That's the first thing that jumps out of me right here. This one's okay. Another thing I'm looking for is I typed in plumber. Is that the first thing I see in the headline, you know, or one of the first things? And then also Google will actually highlight the keyword that I typed in up here in the ads. So am I seeing plumber, plumbers, plumbing, some version of that keyword somewhere in the ad I am in most of these? In this one, I'm not at all, right? They've got their headlines, which is fine. They've got an offer here. They've got their phone number, but your local Honest Home Services company, what kind of company, right? We don't necessarily read these ads all the time. We scan them. We've been trained that Google will give us what we're looking for and we tend to scan them. So let's just go to the next one. Let's do a search for floor refinishing. Okay. Here is another situation of what I was calling, talking about those sight links. Maybe now and again, you will see a sight link look like this. Now the reason I don't like sight links are number one, they stand out like this, which makes it look good. The problem is when you click this, it takes you to a different page on their website than this. We build landing pages to get people to the service that they're looking for. So if I'm running ads for floor refinishing, I'm taking people to a floor refinishing page. With these sight links, somebody's going to click this. It might charge this company $20 and they're going to the about us page where they're talking about how they started their business. You can put some information about that on the landing page, but I don't want to take people away from going to this page here. I don't want to take them there. So in some previous examples, sight links will sometimes look like this right here. Sewer video inspections, sewer cleaning, plumbing, water jetting, water softness, talk about some of these other services because a plumber is pretty generic. So this plumber is they offer sewer video inspections, sewer cleaning, plumbing, water jetting, water softening. So somebody can see this ad and actually be taken right to the page that they're looking for. So in this situation, it's beneficial. This plumber, once again, it's a generic search. We're talking about why don't take them to the about us page. This one request appointment. Okay, but you could do that on their landing page. Why choose us? You could do that on their landing page. I don't want to take them to a specific page talking about why we should choose them because chances are the booking form or the tracking information is on this page. I don't want to take searchers away from this. So why choose us now? Special offers. We don't even know what they want yet. Why are we offering them offers? Okay. So I don't like to run site links because it takes away from getting people to this should be the only click. I want them going to a page where they can find the information that they're looking for and call or make an appointment with the company. So once again, you will see some site links that jump out like this only in the top couple will you ever see these. I really don't want to take people to a photo gallery or an about us page. So I don't really run them. Okay. So that one I might talk to them and call them and say, listen, you're taking people away from what you're doing. Here's another one and I'm going to give you some other things to look at that's just kind of brand new to Google. This one we're doing floor refinishing. They don't talk about anything about floor refinishing in here. We're talking about wood floor installs and sanding. That's a new floor, not refinishing the floor. See how I work this? And it talks about sanding and this is a horrible ad because it's not focused in on floor refinishing. It should say floor refinishing, reflow refinishing experts, professionals, whatever. Who cares what the name is? What are they talking about? I'm scanning this ad. I see nothing about floor refinishing in the headline or in the body. Let's scroll down to the bottom. Take a look at a few more. This one, floor refinishing here doesn't have anything about floor refinishing really anywhere in the, because it's not highlighted, right? Anywhere in the description and they have site links going to places they probably shouldn't. Let's see. Voted best by local customers for what? That's awesome if you want to point that out, but it doesn't stand out. I typed in floor refinishing, gold family floor refinished. Like that almost sounds like a typo. There's no phone number here. And yeah, it just not a very good ad. Once here's another one, no phone number, right? So I just went through a few ads and I found problems with almost all of them. And that's really what I decide. That's really what I do. I just go through and then I'll call this guy up and I'll say, hey, my name is Mike Mancini. I'm a Google Ads agency owner here in the area. And I called you because I see that you're running Google ads. Now, don't worry. I didn't click on it because I know that costs you money and we don't want to do that. But I did notice a couple of problems. One problem is maybe you say this. I notice you don't have a phone number on there. And that actually can help your campaign in a big way because it can help track conversions and help Google give you better results. I also notice you're running site links to other pages on your site that really have nothing to do with what people are looking up, like such as floor refinishing and you're taking them to the about us page. The problem with that is you're taking people away from making that appointment or you're giving them something else to focus on. This may be a situation where you're running your own ads or maybe somebody else is for you. But I love the opportunity to talk to you more about it and see if it'd be interested in having us do that for you. And they may be like, okay, no. All right. So fine. Move on to the next one. Call the next guy. Okay. And then they may sit there and say, okay, well, what you mean? What else would you do? Well, what we do is we go in and we actually start from scratch. We take a look at what's going on in your campaign and we'll kind of take out what's working well because you've obviously done some work already. But what we will do is we will take out what works and get rid of what's not. And then we'll also start adding in some new things and testing some new things. But the biggest thing is that you can focus on your business and not having to worry about running Google ads. With how fast they're changing and how they're always changing, I know it can be a huge time suck. And they might be, you know, you might have them on the hook already. You might not. But my point is, is that we are offering them value right up front. We're bringing them a ton of value and saying, Hey, you have a problem. Here is some free advice. Take it or leave it, right? And then you say, and if they say, Oh, thank you so much. I'll say, I'll tell you what? Can I just send you my contact information? And maybe if you decide you want somebody to help you out, you know, we can talk about that in the future. Great. Or if they don't, they don't. Now they may say, okay, well, how much? That's when you flip the script on them a little bit. And you might say, all right, Mr. customer, let me ask you this. On average, how much do you make per new client? And they're going to be like, well, you know, we make $400. Okay, great. I'll tell you what, if you hire us to do your business and, you know, you just do this calculation in your head, if you hire us to manage your Google ads for you, what we're talking about is if we get you just two more customers a month, just two, you know, and you said it's a minimum of $400 or like, yep, you know, it's usually either around six or 800 or 1000 bucks. Okay, great. If you get, if we get you maybe even one good customer or just two little ones with what we do, you will more than pay for our services. And they're going to be like, really? Yes. You know, maybe you're pricing your services at 500 bucks. Maybe it's 750. Whatever it might be, you can do this calculation in your head. I'm really talking to them in their own language and using, you know, just if they're starting to talk about price, I want to flip it on them and say, hey, how much are you making? And if they push back on that question about how much they're making per client, say, Mr. customer, I appreciate what you're asking. I'm not asking for a budget or anything right now. All I'm asking is how much you make per average, you know, on an average new client, just to like to kind of give you some figures to toss around in your head. They don't ever push back. Okay. They might be a little bit and just say, listen, if you'd like us to, you know, if you'd like to talk to us about this, I just need to give you some numbers. I need to find out what you're spending. I need to find out how complex your campaign is. It's obviously going to be a factor when it comes to pricing. Now you may, it may not be, right? But you want to just get them to open up to you and trust you. And if they keep pushing back, which I don't think I've ever really had, you might say, okay, Mr. customer, I appreciate you. You're trying to keep your cards pretty close to the chest here, but it's a situation where we want to help you. Obviously, I'm calling you, giving you some free advice about your Google ads. And I'm not here to, you know, try and take advantage of you. I just, I offered you up some free advice. And if you don't want to do business with us, I completely understand. I just wanted to give you some of that, you know, some free value, right? So I mean, if they're pushing back and being an ass, you probably don't want to deal with them anyway. But anyway, but you get the idea. I go through these really quickly. Okay. So let's go even to a couple more or act. So let's just scroll down because I can find problems with a lot of ads. Let's see this one. Yeah, floory finishing. Once again, it's not in the headline at all. Let's go down to the bottom. Just for finishing. There's a phone number. There's one description here. I wouldn't put the domain name in here. I think that's kind of going away. People, Google doesn't want people typing that in and not clicking on the ad. So that I think will get caught eventually. Once again, floory finishing voted best by local customers. This one, no phone number does have extensions on here as far as location and hours, which is great. Resture your hardwood floor professional. I would put floor here. That one's okay. Let's go to the next one. Okay. This is another good example. You can see some of these ads, business.google.com, Morris Hardwood. That's the name of the company is Morris Hardwood. We go down. Let's go to this one business. That's Morris Hardwood. Same thing. I saw it in a couple other places here. Let's see. Oh, right here. Business.google.com slash high line something. So Morris Hardwood again, just for finishing. Okay. Let's just use these for example. What hat what is happening here? And I've already clicked on this. So if it remorse Hardwood, I apologize. What's happening here is this business is not running ads to their website. They're running ads to their Google business listing, which I think is a horrible idea because the Google business listing is formatted. It's not designed to sell. Look, I mean, this doesn't look it's got some great pictures, but it doesn't have and it just has information about the business. Somebody actually has to scroll down here to see pictures. There's a very little call to action. It's kind of hidden here. It's just a horrible setup. Now they may be doing this because they don't have a website or their website is really poor. This is a perfect situation for you because we're building landing pages for these ads. And if we're talking about floor refinishing or floor sanding, we're taking a person to a page that is talking about floor sanding or floor refinishing and there's a headline and a picture right away and we're only talking to them about that. So you could say, all right, Mr. customer, I see you're running ads to your Google business page. Unfortunately, that is not going to give you your biggest bang for your buck. And they're going to be like, well, we can't afford a website. Sir, when we build, when we build our Google ads campaigns for our clients, we actually build landing pages for you for each individual service that we're running ads for. And they're like, really? Well, OK, you know, but I don't have a domain name. Not a problem. We can get you a domain name or they're like, well, I do have a domain name. We can attach our landing pages to your website and I show you how to do all that right inside the inside the Google ads training. So you don't have to worry about that. But these are just some different things I'm looking for and different ways I'm talking to clients when I'm going through and trying to find out who is already using Google or who's already doing marketing, right? They understand the value of marketing. They also understand the value of Google ads and they love it when you can give them ways to save money and or get more clients off the same amount of money that they're spending. So that's just some different ideas. Hope it helps. I'll see you in the next video.

