I believe we are live. Please give me a moment. I'll make sure everything is working fine and we'll get started. Okay. We're good to go. Brilliant. Okay. Hello everyone. My name is Uzair and welcome to today's YouTube livestream. It is five o'clock in the UK, and I go live at this time every weekday and I cover topics on Google Ads and digital marketing, video marketing, and so on.
If you have any questions, please put them in the comment box on the right-hand side of your video and I'll try my best to answer them for you before the end of the session. What I'm going to do is I'll cover a particular topic in the beginning of this livestream, and then towards the end, I'm going to go to the comment box and answer any questions anyone has about Google Ads, online marketing, business in general, or whatever you would like to learn about growing your business to generate more leads or sales.
Today I'm going to be talking about keyword research, how to do thorough keyword research to find your audience. Now, no matter how good or great your product or service is, if you can't find the right audience, it really doesn't matter because you will not be able to sell. What you need is a great product or service, and then a hungry audience.
You put your product in front of these people. They like what they see. They are going to come to you or buy from you. The problem which I see with lots of Google Ads accounts, the keywords are not the right ones. They are not relevant. You may attract the wrong visitors to your website, and you find that people who come to your site aren't converting, and that should be the sole aim of any campaign, the conversions unless you have a campaign which is focused on building your brand or any other KPIs or metrics you may be targeting.
But for more majority of the businesses who are running ads, they want a direct conversion from the ads. What I'm going to do is, now I'm going to head over into our Google Ads account. If you have any questions, please do put them in the comment box. I'll keep an eye on it as well. This is my desktop account.
Here and today, I'm going to be talking about or showing you how to research for keywords for your taxi company and what else can you find. What people are searching for? We've got a cab company and you can see over here that Google is suggesting keywords like taxi service, airport, service, car hire, and so on. Now with a lot of cab companies.
What they are struggling with now is companies like Uber, because most people have got the app on the phones and they don't need to go to Google. All they would do is open up that app or whichever app they're using for that taxi company. They're going to order the cab. How do you go about finding some other niches or other clients for your cab company?
A profitable service which they offer is airport transfers. Airport transfer is a different service compared to ordering a cab to turn up and pick you up within a matter of minutes. People don't want to take the risk. If you are going on a holiday or a business trip, you want to organize your transfer to and from the airport.
What most people do is they pre-book these cabs in advance. Obviously, you can't do that with a service like Uber, and you don't want to take any chance if your flight is early in the morning. At four or five o'clock in the morning, you can't find a cab company or an Uber. What they'll do is they'll search for something like airport transfers or airport shuttle from the hotel or from the home and pre-book it.
Now I put in an 'airport transfer' keyword in here. I've got a long list of keywords which I can go through. On the right-hand side, we've got this refined keywords section which is quite handy, and it gives us some really good ideas as to how to sort out your ad groups and your keywords. I'm going to look at the first one which is the brand or the non-branded section and we've got hotel chains in here.
We've got Disney - 3, Holiday Inn Express and all of these, and we've got travel agency, sites, airlines... I'm surprised there's no airport. The airport is under a different section which is good. Now we've got all these airports, but it has also given me airports which are outside of the UK like JFK, Newark, New York. Barcelona, we don't want, Los Angeles, Bangkok and all that.
We just need to be very careful and pick and choose the airports which I want to target. I've got the United Kingdom. I've got London, Manchester. That's about it and not a lot. I'm just checking the locations where I'm targeting and it is in the United Kingdom so it is set up correctly. Now it's giving me some really good ideas as to what I can do.
Airport transfers is something where someone may not book or convert immediately. Either they've gone to the website or they've gone to Google, they've searched for it and then they booked someone. It's not like in an emergency where your car is broken down on the roadside, and you need someone to come and fix your car or to take you home, or you've lost your keys and you need an emergency locksmith, or there's a leakage in your home or office, and you need an emergency plumber.
For those kinds of emergency services, remarketing doesn't work because that person is not going to be looking around, shopping around until they get the best deal. They just want somebody straight up. In this case, there is a possibility, there is a case that people are going to speak with 3 or 4 different companies, get the best price and the service, and then book with them and most of these companies, they don't have an online booking service either or a quotation, but they need to call them.
What I am looking for is I can create some really good custom audiences and target these audiences on the Google display network. I'll be running a search campaign and potentially, or possibly a display campaign and a remarketing campaign as well with it, all together at the same time. Anyone who is going to Holiday Inn Express, in and around where you are, I want to show my ads to those people or Premiere Inn Travel Lodge.
These are all good hotels. The same thing with these ones, because if you are going to TripAdvisor, Expedia, and all these travel websites, you are probably looking around, looking for a holiday and obviously if you're going on holiday, you will need somebody to take you to and from the airport. The same with airlines. I want people to, I want to show my ads to these people who go to websites like Ryanair, EasyJet, British Airways, and so on.
I'm getting some really good ideas for my audiences as well. The other one, which I can also look at is negative keywords, which I can then go around over here and here and pick up all these. Disneyland is not in the UK, I can put that as a negative keyword to make sure that Google does not go and show ads to people.
Although people in the UK would be looking for Disneyland so I probably will not put Disneyland as a negative keyword. In fact, it could be quite a good keyword. All right. What I do then is go to this link, download all the keyword ideas, and then I import them into my Google sheet. I'm gonna put the link to this spreadsheet - Keyword planner.
Its completely free of charge and you can download it, make a copy. Please don't request for accessing this because you won't be able to do get that. You make a copy, save it on your Google drive, and then you can use it to your heart's content. What I want to do is to group these keywords extremely tightly and what I also want to see is negative keywords as to...
I can get a good number of negatives from here as well. I can just look in here and find that look at this JFK airport transfers. That straight up is a negative keyword. Okay. What I would do is I'll enter that keyword in here. This spreadsheet is programmed to go through all this list of keywords and then put them in here.
If I put in airport transfers, which is my main and my seed keyword, I've got a list of all these keywords, which are... or how the word 'airport' and 'transfer' or 'transfers' in any order. It really doesn't matter. As you can see 'airport to hotel transfers,' 'airport taxi transfers,' 'airport transfers,' and so on but then what I can also see is things like these 'Geneva airport transfers.' If I'm in London, let's say my cab company, I want to put this as a negative keyword, 'Glasgow,' 'JFK', 'Las Palmas,' 'Lax airport,' all of these...
'Milan.' I can straight away find lots of negative keywords, which will straight away save me and my client a ton of money. The other thing which I would recommend we do is I will also look at some other keywords. Let's say 'holiday taxi.' Although it is pretty much the same service, what I'm trying to do is to put my messaging 100% relevant to this ad group.
I'm just going to make a couple more, and then I'll talk about how to do that. Let's say 'Heathrow airport,' see what we get. Airport shuttle would be the wrong keyword because those shuttles are pretty much free between the carpark and in the airport. What I'm looking for is minicab. Could be a different one. 'Private transfers,' that's a good one because that could potentially open up a lot of work.
It doesn't need to be to the airport. 'Airport transfers,' we have got, airport taxi. Let's say 'airport taxi.' Loads of them. If you do a mini bus transfer, then you can also put in 'mini bus transfer.' If you've got a large family and you need a mini bus instead of a cab. Now I've got all my ad groups set up the way I want.
I will have these keywords in each ad group and each of these keywords will have these two words so it is super relevant and targeted. When I go to write my ads, I'm going to make sure that in this ad group, the headline 1, especially, will have looking for mini bus transfer or need airport taxi, best private transfers or something like that.
You can see how I'm starting to write super relevant and targeted ads for all these keywords, which are in these ad groups. I'm gonna get a better quality score and a better performance because somebody has gone to Google, look for holiday taxi, ad straight up, says holiday taxi and that page also should say holiday taxi. What you want to do is do have different landing pages for each one of these keywords or make a page, which states that you do airport transfers, holiday taxis, and for the airports, I would absolutely 100% make a page for each one of these airports as their own, because they're super relevant and they will have high traffic on them and so on.
This is how I have sorted out. How many keywords I've got here? About 280. Instead of going through each one of these, all you need to do is to just go through this list. When you find a keyword, which looks good, 'shuttle service,' 'taxi booking,' or 'airport taxi' will cover that. You just create a new ad group for that keyword.
This is how you will get better results with your ads and keywords. I'm going to go to the comments now, and if you have any questions, please do put them in and I'll answer them for you. Okay. Hello Hernan. I remember you sent me an email and you don't understand English, and I believe you were using a translator to send me the email, but I'll try and explain, I'll try and answer this question for you.
Where is your... we haven't got a question, it's just a comment. You can leave your questions in here if you like, or you can come back to any of the videos, put your questions in, and we do reply regularly on there. Okay. Hi, Sandy, "Send you my favorite book about storytelling. Did you read this? If not, please read it." Okay.
Yes, I did. Thank you. I haven't had the chance to look at it yet, but I did get your email. I really do appreciate it. That's very kind of you and thank you for that. Okay. it's a bit quiet today over here and we can call it a day. Okay. What do you got Sandy? "I prepared a short course.
I'm building brand awareness in social media. I'm planning to start a website so what can I do?" Alright. The first thing you do when you create a product or a service, you absolutely should create a landing page or a website. What you don't want to do is to build your castle on somebody else's land. What you are doing now right now is you're building up your brand awareness on Facebook or Pinterest, Instagram, or what, wherever you are.
What if they suspend your account or you lost everything, all your work will go to waste. I'm not saying they will, but I hear this story all the time. Why would you want to build your business where you don't have any control and you don't want it 100%. You create your landing page first. Your website doesn't need to be big, as long as it has got all the information.
Create that one and then start social media, YouTube, like you will find on every video which we upload. We have links going back to our offer pages or websites, even you have the scrolling text going along the bottom of this video pointing to our website. That's the reason why you must always start with, build up your website first.
You're doing the opposite way. You started your work, building brand awareness on social media. That's fine. Build up your following. Like I'm doing right now over here, I'm building up my brand by going live every day. We also upload other videos. That's fine, but you need to have a website for sure. Hope that answers your question. Hello, Gurgen.
What if my target is airport transfers? This is about airport transfers. As I said, over here, I have created an ad group with all these keywords, with the word airport and transfers in it. When you write the ads, you should have airport transfers in your headline. I usually put the main keyword in headline 1, also in description 1 or description 2, and then in path 1 and path 2.
There are three places where the keyword goes in and you'll find that you're going to get high relevancy for your keywords and ads. Okay, Hernan. "I'm about to start my ads with smart campaigns with local businesses. Should I set up the Google publisher for the calls?" The smart campaigns is fine, especially if you are targeting your local community, and you want to run ads on Google maps.
What you need to do is to link your Google My Business. Put your phone number on there, and then it will pull through and using your call extension, the location extension and that's how these will run. You can run these ads, which will then have a call to action as a call or with a text ad on it to visit the website.
Hello, Paul. "I'm in a highly competitive market web design, and I've never had an enquiry through paid ads. Am I doing something wrong?" Okay. Every industry niche vertical is competitive now in Google Ads. I could say six, seven years ago, maybe a bit longer, eight years ago, you put up a little ad, you'll start to get results because not many advertisers were there, but now the competition is really strong.
You need to up your game and what you want to be doing is especially, unfortunately, in a lot of industries, including web design, photographers, locksmith, your competitors are going to start clicking on your ads, which will eat up your budget. The other problem with web design is your clicks are not cheap either. Quite often, they're in double digits numbers.
If you don't have a big budget, then your ad or your budget could be finished within a matter of minutes. With web design, what you want to do is... and we have run this couple of years ago as an offer where we said, "If you don't like the web design, walk away, no obligation, give us an opportunity to speak to you." Now that is something which not many web designers had the balls to do.
What we did was we would get the enquiry and all we would do is create a homepage layout, or a design or a mock-up I should say, and start that conversation. When you start to speak with the client, what you should not do is to slag off the current website. "Oh you don't have this, you don't have that.
Your website is too slow..." The page speed. Yes. You should point out. "Look, you need to have a fast page speed because the page load speed is critical whether you will get conversions or not. That is something, which you need to look at, the offer. First of all, why should somebody come to you and possibly that's why you haven't had great results.
You shouldn't give up just because you haven't had any results so far, you just keep trying. If you keep on trying with the same offer, the same as the same landing page, you're going to get the same results. Change things around, do different things, different offers and try to do something a bit bold. The other thing which I would highly recommend is because your expertise is very visual and creative, where you are creating designs, you can go on the Google Display Network, as well as YouTube and run your campaigns within a 10 to 15 mile radius around you because you don't want to go 50 miles, a hundred miles far off and visit the client.
Now everybody is very used to online. Most of our clients, including web design clients. We do a fair amount of web design on the other side of the world, so you can reach anybody and anywhere you want. Start off with a small area and start to get the feel of it. If you need any help with setting up campaigns, especially remarketing, I'll do that.
Make a list of all your other web design competitors and target them. What you can do is create a custom audience and tell Google. I want to show my ad to people who visit websites like these. That works pretty well as well. Hopefully, that was helpful for you and try it and you'll get work for sure. (Sandy:) "Google Ads, doctor you're giving Google content tablets which act immunity to our business." Okay, thank you Sandy.
I appreciate that. I'm glad that you enjoy these sessions. Yeah, absolutely. I'll give the best possible advice and solutions to everyone. who's here on this video and on our channel. Okay Herman, your second question." Within the Google Ads, where I can access, how much money is being spent by the competition? Auction or where?" I'm not understanding your question at all.
Do you mean that people are clicking on your ads? If that is the case, Google will show that as invalid clicks. They don't call fraudulent clicks. They'll call it invalid clicks in the billing. What you can also do is to put another layer of security on your account. You can use third-party click-fraud apps that will also catch the same IPs or not showing your ads repeatedly to that same IP and so on.
That way you can protect your account. I think that's what you mean by the competition. Thank you, Paul. You're most welcome. Thank you for being here Sandy. "When should we use Google tag manager?" Yesterday, you must use. I'm not saying you must. It just makes things so easy. You don't need to worry about putting up different tags on the backend of the website.
If somebody makes a change to the website, some tags could break and then you have another problem. In tag manager, you just put a couple of tags, or in fact, if you're say a WordPress website, you just take that number, GTM dash, whatever it is. Put it on the website is super simple. You then put all your tags.
Google Ads, remarketing, conversion link, Facebook, Twitter, LinkedIn, all these tags in there. You just control everything from one place. Gurgen, "Which bid strategy would you recommend for this kind of campaign?" Are you referring to the taxi campaign Gurgen? You could reply in there. It doesn't matter what kind of campaign it is. The best strategy really depends on your goals.
I know they are mostly to get more leads or sales, but you need to be very specific as to what you are looking for. What I tend to do is to always start manually with manual CPC, get a good few conversions so Google algorithms and machine learning knows what I'm looking for and then you convert them into target CPA or T-ROAS or whichever bidding strategy you want to go and you'll find that the machine then knows exactly what we are looking for.
It also knows potentially what the target CPA. It can go out and get you. Once you got that number, then you can start to optimize it and to scale it. Hello, Swan. Good to see you. Yeah, I haven't forgotten. I will be giving you a call in about half an hour or so. "Which third-party app would you recommend to prevent click-fraud?" There are a few.
I don't remember the name from the top of my head, but there was one which I quite liked. When we catch up I'll let you know. Hernan, "Thank you very much for your help." Yeah, you're most welcome Hernan. Thank you for being here. I know English is not your first language and now try to explain in as simple in English as possible.
Hopefully, when you see this, you'll understand what I meant. Brilliant. Thank you, everyone. I think we covered all the comments and questions. So, yep, brilliant. Let's wrap it up. It's enough for today. Small doses is better than one big dose because then it may cause indigestion. These sessions are aimed to provide in short, sharp information and knowledge or tips so that you can go back and implement them in your Google Ads campaigns.
Thank you for being here. I shall be back again tomorrow. Same place, same time. Until then stay safe and goodbye.
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