Step by Step Google Call Ad setup

Setup Google Call Ads for a Construction Business

People search on Google for contractors or construction companies when they have a construction project. Whether they have a small or big construction project, renovation, or new construction, they look on Google and compare the services and companies.
As we have already discussed in other articles, Google becomes an inseparable part of our life. People look for schools, restaurants, items they buy, services, and many other things on Google. It’s true for construction too. When they need to make changes to their home or start building a new house, they look for contractors on Google. As a construction company, you’ll be ahead compared to your competition when you know how to advertise and promote your services. In this article, I want to show you how to set up Google call Ads.

So, how to beat your competition in the construction business with Google Call Ads?

I have to clear a few things for you to understand how the advertisement works on Google.
Let me be very straight forward. Your Ads need to be on Google’s first or second page to make a good impression and convert searcher to a business. And I prefer the 2nd page myself! Keep it there, and I’ll explain later why.
The outcome of being on the first page or second page of Google is receiving more traffic. Traffic means site visitors, people who pick up the phone and call your number or click on the phone number you have on your Ad. Per statistics, 95% of traffic goes to whatever is listed in search results on the first page of Google, and the rest goes to the other pages. But behaviorally, when people search on Google, they also want to know what the 2nd page offers. It’s human nature. Curiosity!

Advertising on the second page is less expensive than the first page! So there you go, that is my reason why I like the 2nd page. It’s cheaper, and it’s within my budget. But it’s up to you. If the budget allows you to go for the first page, then be my guest and knock yourself out.

Google Campaign Types

There are different types of ad campaigns on Google, and each one has its usage.

  • Search Campaign
  • Display Campaign
  • Shopping Campaign
  • Shopping Campaign
  • Video Campaign
  • App Campaign
  • Local Campaign
  • Smart Campaign

If you would like to learn about each one of these campaign types go to this link.
I will come up with another article explaining each of them. But for now, our focus is Google call Ads under the Search Campaign.
The Google Call Ads allows you to add your phone number to your Ad. So when people click on your Ad, they call your number directly and speak to you. The Google Call Ads has a high conversion rate comparing to other types of Google Ads!

Setup Google Call Ads step by step

You need to have a Google ad account. If you don’t have an account, go to this link and create your account and log in.
After you log in to your account, you should see a page like this.

1- Click on “New Campaign”

These are the goals, and if you hover your mouse on each of these, it shows you the types of each campaign at the bottom of each square. Google made it more comprehensive for you by using these names such as Sales, Leads, Web traffic, Product and brand consideration, Brand awareness and search, and App promotion.
For a construction business, I recommend either the Leads or Website traffic goal.

The main difference between Lead and Website traffic goal is that a visitor can become a customer of your business with the Lead goal. Whereas in a Website traffic goal, a visitor would come to your website, look around, and wandering around without becoming a customer.
Simply a Website Traffic is somewhat aimless and has less potential to convert a visitor to a business customer.

Now I have explained the difference; I’m not saying the lead goal is better over website traffic. Each one has its own pros and cons. For the lead goal, you most likely want to have a landing page, whereas, in a website traffic goal, you just need a website since you are aiming for less. Let’s get back to the business!

2- For the sake of this tutorial, I’m going to select “Leads

3- Within the same page, Google is now asking you to select the campaign type. Since I want to run a Google call Ads, I’m interested in “Search Campaign” select that:

When you hover on the “Search” campaign, it shows:
“Generate customer leads with text or call Ads that show near search results of, on Google search partner sites, and more.”

4- Within the same page again, Google is now asking you ways you’d like to reach your goal. Multiple choices are available for you; we want “Phone Calls,” you can also choose “Website visits” or the others. I’m only going to choose “Phone Calls.”

Now you have to enter your phone number. This number must be the same number on your website. Google verifies this number and will make sure it’s the same contact number listed on your website. Also, make sure to use the same format. If the first three digits are in the parentheses, then make sure you enter them in parentheses. Click continue.

5- This page shows the campaign type and your goal. In our case, “Search” and “Leads” Give a meaningful name to your campaign. I always like to use this format:

Campaign-{Campaign Type}-{Campaign Goal}-{ways to reach your goal}

For the “Network” box, I’d personally uncheck the “Include Google Search Partners.” This way, Google will only show my Ad on its search results and other places. Yet it’s up to you where you want to show your Ad. You may want Google to show your Ad on other websites too!

Then scroll down to targeting and audiences. A construction company typically works in certain neighborhoods or towns and cities. Here you can define where you want to show our Ad. If you don’t appropriately target your Ad, Google displays your Ad in all countries, which is not ideal. Your budget will be exhausted, and your Ad will be useless.
In my case, I selected San Francisco and San Jose. You can target by zip code and region too. You can also click on “Advanced Search” and tell Google to show your Ad within a radius of a location.

The next section is “Target” and “Exclude” I recommend to choose “People in or regularly in your targeted locations

I’d select this option because with the default option, which is “People in, or who show interest in, your targeted locations” Google can show your Ad for people in other states or areas that your business is not active. For example, if someone in Idaho searches for “Construction company in San Francisco” or previously has shown interest in your targeted area, may see your Ad and click on it. Obviously, Google will charge you for that click!

I leave the next two sections, untouched, “Languages” and “Audiences.” They are self-explanatory.

6- Now, it’s time to set your budget and bidding strategy. Set your daily budget for whatever you can afford. This budget is not necessarily limit the day expense on Ad. But it limits your cost per month. So you wouldn’t pay more than (Days in month * Budget). However, some days you may spend less or twice as the budget you defined.

To set the bidding, you have to consider a few things. If your website has enough visitors, then you may want to use conversion tracking and select “Set a target cost per action.”
However, even though you have many visitors, you may not have a good idea of what keywords and what price per each keyword get you on the first or second page of Google. Therefore, I recommend that you change the bidding to manual CPC for now.
Now, if your website has recently been created, I highly recommend that you choose manual bidding and keep it that way for a while.

To do that, scroll down and click on “Or, select a bid strategy directly (not recommended).” Click again on the “Select your bid strategy” dropdown.
At the bottom of this dropdown, you can select “Manual CPC.” Select that and leave the rest of the options alone. Click on “Save and Continue” to go to the next section.

We select “Manual CPC” to be able to set the cost for each keyword later.

7- Now, it’s time to give our Ad group a name. It’s a group, and we can create more Ads in the future if we needed to have more than one.
Let’s call it “Ad-Group-Call”

The next section is gonna be our keywords that may trigger the Ad on Google.
There are three ways to do this, and they can be combined:

1- Fetch the keywords from a web page (your own website page or your competitor’s website). This is my preferred method
2- Enter your service or product, for example, “Construction” and click on “Get Keywords”
3- Add keywords manually, one per each line

For this tutorial, I put one of our customer’s website address to fetch the keywords.

Click on “Save and Continue”

8- On this page, we will configure our Ad’s headlines, descriptions, website URL, and verification link.

These are the fields we are going to fill on this page:

1- Final URL: This is your website address or any other page on your website. Only configure this if you want to show “Visit Website” on your Ad. If you configure the final URL, people can click on your Ad and get to your website.
2- Verification URL: You must configure this address. The address you are configuring here must show the exact phone number you want to use for your Ad. Otherwise, Google will not approve the Ad, and it’s not gonna show up.
3- Headlines 1 and 2: You only have 30 characters for each headline.
4- Descriptions 1 and 2: Describe your services and try to be creative. For each description, you can add up to 90 characters.
5- Call Reporting: Leave it on default. We will configure this later.

Click on “Save” and from the next page click on “Publish”

The next page should be like this. But we are not done yet. We need to set the prices for each keyword.
From the top of the page, click on “Tools” and select “Keyword Planner”

Using Google Keyword Planner to Determine the Cost of Each Keyword

One reason I recommended to fetch the keywords from your own page is the keyword relevancy. Google triggers the Ad better for the keywords that have relevant content on the destination web page.

For example, if your website doesn’t have content or header related to “Roofing” and you have “Roofing” in your keywords list, Google may not show your Ad if someone searches for “Roofing.”

Alright, let’s get back to our last few steps.

1- Stop your campaign for further fine-tuning:
If your campaign is not selected, from the left section click on “All campaigns” and then on the name of the campaign you have already created.

2- Export the keywords for the forecast analysis:
Make sure your campaign is selected. From the left panel, click “Keywords.” Download the keywords in any format that you like. If you have a Mac, you can export it as a CSV and open the file in the “Numbers” App or open it in Microsoft Excel.
Copy the keywords, either one by one or all at once.

3- Paste the keywords in Google’s Keyword Planner and Forecast tool:
On the top bar, find the wrench icon on click on it. Then from the left section under “Planning” click on “Keyword Planner”

Click on “Get search volume and Forecasts” and paste the keywords in the box.

4- Historical Metrics and Keywords Cost:
Alright! Click on “Historical Metrics” on the same page. And from the top bar, change your location to places you want Google to show your Ad.
Based on the locations you have selected, the tool is going to give you different metrics.

These are the metrics that I’m interested in:

  • Avg. monthly searches: This tells me how many times this keyword has been searched in a month. I’d like to sort my column base on this metric. Just click on column’s header and it will sort it for you.
  • Competition: This is another great info from the tool. The lower the competition, the higher chance for your Ad to perform better.
  • Top of page bid(low range): This is the lowest cost of a keyword that triggered the Ad on the top of the first page of Google search results(SERP) based on the forecast tool’s timeline. You can change the timeline from the right side of the top bar.
    By default, It’s 1 year. Change it to whatever you want. I prefer the last three months, so the tool shows me cost and competition for each keyword based on the past three months.
  • Top of page bid(high range): This is the highest cost of a keyword that triggered the Ad on the top of the first page of Google SERP based on the forecast tool’s timeline.

    Now you have an idea of keywords prices for the last few months and their search volume.
    You can also add other keywords manually. Click on the plus sign and add your keyword.
    Once you are done with that, make a note of keywords and their cost or export the file, so you later use the information. Google is also going to keep a report for you.

Assign Cost to Each Keyword

Head back to your campaign area. Make sure that your campaign is selected. Click on “Keywords” and under “Max CPC,” set the price for each of the keywords. If you don’t like a keyword, you have two options, Pause or Remove. click the very far left check box and from “Edit” click “Remove”

The “Max CPC” is the highest amount you are willing to pay for a click on your Ad. If you want to be on the first page of Google’s SERP, you can set this by finding the middle amount of the historical top of the page high and low bid. This will not guarantee that your Ad is going to show up on the first page of SERP. Activate the campaign and after a day or two, return to your keywords and find what Google is saying about them. It will tell you how your keywords are performing. Are they below the first-page bid!? Like I said, sometimes I prefer not to aim for the first page cause it can get very expensive!

Keywords Match Type

Another important column is “Match Type.” Do not neglect that. Google has a definitive article for keyword match types. You can read it here at “About keyword matching options

Let’s Wrap it up

Google Ad is one of the most powerful marketing tools available for businesses. Just in 2020, over 2 trillion searches are recorded for every single day!
I know this has been a long article and took quite a time for me to write it down. But I hope this article helps you to set up your Google Ads more efficiently. I couldn’t cover many things in this article cause it would have been much longer than what it is. So please feel free to reach out, and I will personally and happily answer all your questions.

Free Google Ads Consulting

If you are not sure about your Google Ads performance or have any other questions, you can ask us for a 30 minutes free consultation session!

Digital Marketing Blog

What is Digital Marketing?

Every day we witness significant changes in the IT world, affecting all the businesses’ aspects. More prominent companies usually try to utilize new digital tools as much as they can. They adopt it with their marketing strategy. However, for smaller businesses, this is the Achilles Heel if they don’t use it!

Nowadays, customers like to lay on a coach and have all their favorite stores under their fingers through their cell phones or other digital devices. They intend to shop digitally every day because they think it saves their time and the hassle instead of going shopping, using gas or wasting time in traffic or parking lot of the mega shops.

Digital Marketing Definition

Digital marketing is a form of marketing that uses internet-based digital technologies like computer systems, smartphones, and iPads through different platforms to promote services and products.
Some think that Digital marketing is the same as E-Commerce, but they make a mistake, resulting in a considerable difference in their profit.

Digital Marketing VS Ecommerce

While both include online procedures, Ecommerce is the selling/buying activity while digital marketing promotes a business, product, or service to mainly targeted consumers. In other words, in E-commerce, your focus is only on selling the product and the service. In Digital Marketing, you want to bring traffic and get the attention of the targeted customers. And after that, lead it to where you want through digital platforms like online ads, blogging, SEO, social media, etc.
The other main difference between these two is you can check the accessibility, range, and other details of the products E-commerce. At the same time, in Digital Marketing, you mainly get information on a company’s business, services, and products.
Last but not least, Digital marketing assists its clients in promoting their business and establishing an exceptional track record for the company. In contrast, E-commerce keeps records about the purchases and the number of individual information of the routine consumers.

Digital Marketing Elements

Digital marketing includes different techniques and strategies to engage with potential clients online.
Some digital marketing elements consist of:

  • Inbound Marketing- A set of strategies to attract possible online clients to the user website. Inbound Marketing can consist of onsite lead generation, SEO, backlinks, etc.
  • SEO (Search Engine Optimization)- Optimizing your site and it content for online search engine spiders to guarantee that online search engines find and index your website.
  • Social Media MarketingCreate advertising material for social
    networks platforms to bring more attraction.
  • Email Marketing- Create a list of potential customers to engage with through e-mail.
  • Retargeting- Re-engaging with potential customers that have responded to or engaged with previous marketing techniques.

Why Digital Marketing is Crucial for a Business

It’s no longer enough to have a simple website or run some Ads campaign on search engines or social media platforms. If you don’t have integrated digital marketing strategies working for your business, time is working against you cause you are already behind and losing the business to the competition.
Here you can find some answers to underestand why Digital Marketing is crucial for every business.

No Limit

A proper digital marketing plan helps you profound brand awareness for your business. Furthermore, your website will get more traffic, and this traffic can increase sales and revenue. The more time you spend with digital marketing, the more traffic and sales you get. This can be promoting your business or product through your website and gather info using marketing tools. We all know how expensive are advertisements on television! You are also limited to a certain schedule; Well, it’s not the case with Digital Marketing. There are limitless choices and options to choose from, different platforms for ads such as search engines, social media. If you are trying to get leads, there are unlimited choices of lead generation companies, etc…

Ability to Analyze is Another Benefit of Digital Marketing

One important aspect of Digital Marketing is the ability to run analytics. It can’t get better than this to see who, from where, and when, showed interested in your company’s service or product/s! If you have multiple products, you may want to know which product receives more interest!
Or maybe you are an E-commerce company, and you’d like to find out what products are trending in your area!
Maybe you are desperate to find out why the customers lost their interest in a product that was sold great before!

There are many analytic tools available. Some of them free, and some of them, subscription-based.
We can categorize the marketing analytic products into two categories:

  • Competitive analysis: These products take your brand or product benchmark brand against competitors, industry leaders, and market influencers. TrackMaven and Rival IQ are some of them.
  • Customer journey and segmentation These products look for customers or visitors’ behavioral activity patterns. It allows businesses to categorize customers into groups according to their knowledge of, attitude towards, use of, or reaction to a brand, product, or service. Companies like Insider, NetBase, Web Engage, Woopra, and Adobe Campaign provide such service.

The most well-known free analytic software is Google Analytics. With Google analytic, you can get valuable data about your audience to determine which channels drive your website’s most traffic. You can also track website activity such as session duration, pages per session, bounce rate, etc.

What is the Best Plan?

It is a fact that digital marketing is more economical and cost-efficient than standard methods of marketing. Small businesses and companies have minimal resources. Therefore, Digital Marketing offers them a lot more cost-efficient marketing channels and provides tremendous outcomes.
With these sorts of information, business owners can cut expenses where there is no indication of return on investment.
Digital marketing enables small businesses and companies to contend with a much lower sized marketing budget plan. When the budget is handled efficiently, it provides laser-focused control on where and how they spend and invest their money. With this sort of power and information, business owners can make wiser decisions, which leads to a more successful business and sales!