How Many Keywords Do You Target in a Google Ads Campaign?
When it comes to Google Ads keywords, less is more. It’s better for your trade business to focus on quality keywords that have a high intent to purchase your service, rather than target every keyword under the sun. At Tradie Digital we use negative keywords to exclude unqualified clicks, and target as many keywords as your budget allows – as long as they’re likely to generate leads.
Keywords are your direct link to new customers throughout your Google Ad campaign.
But keywords also have the potential to bring you time wasters, tyre-kickers and unqualified leads who do nothing but waste your valuable budget by clicking on your ads with no intention of spending their money.
Bigger isn’t better when it comes to Google Ads keywords.
More keywords can burn up your daily budget quickly, leaving you running ads that are getting clicks but not driving qualified traffic. More keywords can also make it hard for you to track which keywords are performing and which aren’t, which leads to wasted spend as under-performing keywords are hard to spot and siphon away your daily spend without delivering results.
In this article we’ll explain why more keywords are likely to make your Google ad campaign worse, explain the Tradie Digital approach to keyword targeting, and leave you with some practical tips if you’re new to pay-per-click marketing.
Tradies: Don’t Invest a Dollar in Digital Marketing Until You Read This!
How do Google Ads keywords work?
Your Google Ads campaign will be made up of one or more ad groups. Inside each ad group you’ll have a list of keywords you want to target, and a number of unique ads that match those keywords.
So when someone searches for “Sydney deck installation” you’ll have an ad ready, with images and copy that matches up to what someone is looking for – in this case info about deck installation.
You might have another ad group with unique ads that match searches relating to “Sydney deck sealing”. People using this keyword don’t want a deck installed, they’ve already got a deck and they’re keen to protect it against rotting and harmful UV rays. In this example, a different set of ads will appear – relating to deck sealing
Each of your ad groups will have more than one keyword associated with it. That helps you generate qualified leads from multiple keywords covering the same broad topic. Sticking with the example of a deck installation business, your keywords might relate to each service you offer:
These are your main services, as well as your ad groups. With multiple keywords in each ad you’ve got the potential to put your ads in front of people using a range of different keywords to look for all sorts of decking help.
The goal is to group similar keywords and keep your leads targeted. You don’t want to use the wrong keywords in each ad group and bring customers who want a new deck to an ad for deck repair. They’ll only be confused at how wrong your ad is and go with another business.
Since keywords attract clicks, it’s easy to assume you’ll be better off by targeting every keyword under the sun. But that’s not our approach…
How is your approach to keywords going to help me make money?
At Tradie Digital we focus on increasing your return on investment (ROI), not your costs.
If you only focus on how much you’re spending, you’ll find ways to reduce that spend until you’re barely cracking $5 or $10 a day on ads – because saving money always makes business sense on the surface. This looks great when you go over your costs in and out at the end of the week, but it’s doing jack all to bring in new leads.
Find out why $5 or $10 a day for your Google Ads budget is considered a “low budget” and why it will HURT your business
We don’t care about saving you money. We care about making more of it.
Our focus is on how much revenue you can generate through your Google Ads. That’s why it’s no good to cram 600 keywords in each ad group. With that many keywords your daily budget will get eaten in a few hours across unqualified leads, and you’ll end up with no new bookings or work in the calendar.
Our approach is to target keywords backed with a high intent to purchase. The more likely someone is to become a paying customer, the more interested we are in that keyword. That means targeting less keywords, but targeting money-making keywords.
Successful Google Ad campaigns aren’t about how many keywords you target, but how valuable they are to your trades business.
For example, long tail keywords are phrases made up of 3 or more words, like “Melbourne Tile Roof Replacement”. Long tail keywords add more value to your Google Ad campaigns because they bring qualified traffic. Someone searching for the phrase knows what their problem is, and is looking for a solution. In this case they live in Melbourne and their tiles have been scratched to pieces by pigeons.
Compare the above example to a short keyword like “Tile Replacement” which is so broad it could apply to tons of customers. Do they mean bathroom tiles? Kitchen tiles? Laundry tiles?
Targeting a keyword like that isn’t going to bring qualified traffic. You’re more likely to get clicks from curious people who quickly realise you don’t offer the service they need, which sends them back to Google to keep searching, and burns up your daily budget.
Wasting money is my biggest pet peeve, how will your strategy avoid wasting my money?
By never using a ‘one-size-fits-all’ approach.
Just as every bathroom, kitchen, backyard and basement are unique, so is your Google Ad campaign. And just because 15 keywords bring in a month’s worth of bookings during one campaign doesn’t mean they’ll work as well the next time round. Remember, we only care about keywords that help you make more money.
That’s why the keywords we exclude from your campaign use are just as important as the keywords we keep. Using negative keywords – these are keywords that block your ad from showing for specific searches – we can increase the effectiveness of your ads.
For example, if you’re targeting the keywords “full kitchen renovation” you might expect to land a few leads looking for a major home improvement project. That’s worth $20,000 or more!!! But unless you’ve excluded words like ‘DIY’ your ad could end up showing when someone searches for “DIY full kitchen renovation”.
In this example they were never a chance to become a customer, but without knowing which keywords to exclude, you risk showing up and putting your daily spend at risk. Negative keywords make sure your ads are only shown to the right people.
We target keywords that are going to help you get more customers
The size of your budget is going to play a major role in the keywords you’re able to target. The higher your budget, the more room you have to move.
We understand not every tradie has a monster marketing budget just lying around for a rainy day, so we work with your monthly budget to target keywords most likely to drive paying customers. Whether that’s aligning your ads with your most profitable services, getting creative with negative keywords, or tweaking the images/copy of your ads to make them more enticing for people to click on – we’ve got a strategy to help your business grow.