I believe we are live. Just give me a moment or two, I'll make sure everything is working as it should and we shall get started. If you can hear me and see me fine. Those of you watching live, I'd appreciate it, if you can put in a little yes. In the comment box on the right-hand side and I'll know that there aren't any transmission issues or problems.
Thank you, Ed. Thanks, Richard. Yeah. Lots of yeses coming in. Mustapha, thank you. Sandy, lovely to see you again. Brilliant. So, a warm welcome to everyone. My name is Uzair and in today's session, I'm going to go through keyword research, how to set them up, organise your keywords and before I get started. Those of you who are new to the session.
We've got a little comment box on the right-hand side. If you have any questions, please put them up on there and I'll try my best to answer them for you towards the end of the session. Any questions you have whilst we are going through certain things... Today's a practical and workflow stuff. Just put them in the comment box.
So you don't forget and I'll just scroll through the whole window and try my best to answer them for you. These sessions are very informal and I host them every weekday at five o'clock UK time. So, wherever you are in the world, a good morning, good afternoon, or good evening. So, today I'm going to go through keyword research, how to get your keywords organised, sorted into really focused and tight ad groups so that your ads are very relevant to that ad group.
Before we start, all we do is we go into our Google Ads interface and I'm going to go for a niche or dentist. So, dentists near me, dental practice and so on and if you want me to do some keyword research for you and show you how I would organise a campaign or your niche, then just ping me an email or put it in the comment box and I'll schedule it in the forthcoming sessions.
So, I've put in dentist over here, you'll see a long list of search terms or keywords which people are searching for. Right. You will also see in here, refine keywords, which is in beta at the moment, which is quite handy actually, because it shows us a branded and non-branded keywords and I quite like this little window over here because it gives me ideas for all my keywords.
I'm sorry. I think I'm hiding... My head is coming in the way, but you will see the keywords on the right-hand side or when you go into your keywords planner tool, right and then I can start to see that, okay, these are the kinds of services, which the dentists offer. Emergency dentists, family dentists, implants, tooth extraction, cosmetic dentist and so on.
I try and avoid single-word keywords because they are not very focused and they can potentially blow away a lot of your budget. So, this gives a really good idea as to what people are searching for. And there's some more over here. So, you've got the usual teeth whitening, teeth cleaning, dental bridge, cosmetic dentist, and so on, family dentist, the emergency dentist I would guess would be the most important one.
Now, with campaigns like the dentist, emergency plumber, locksmith. These are all campaigns which work really well with call ads, you don't want to fill in a form on a website and wait for somebody to call you back. You're in pain. You want urgent attention. You want to pick up the phone, speak to somebody at the end of the phone and book an appointment or pretty much go straight away.
So, always set up call campaigns as well for these local-based services businesses and you will find that call ads work the best. The cost per click will be a lot higher, but they will convert a lot more as well. Just don't think that the click cost is too much. I'm not going to go after them, do set up a call campaign and you will notice the difference.
So, run two campaigns, one with the text ad, which you will have extended text ads and responsive search ads, as well as your call ads. I found in some campaigns, the text ads are really expensive because people aren't converting and the call ads work wonderfully well. I would recommend you do that. The brand ones as well. So, other brands you can see NHS is our national health service in the UK.
Smile Dental Care, I guess this is a big brand in the UK. Family dental health. I'm not sure whether this is a brand or not, but it says in other brands. Happy Dental, Perfect Dental, Smile Center, Dentist Direct. So, we can also get some ideas as to who our competitors are and whether you wish to go after them.
Now, I'm not sure why Reddit is a competitor to my dentist, but there you go. Sainsbury's is a supermarket in the UK. Like Walmart is in the US. So again, you need to just go through them and make sure that you are not going after irrelevant brands as well. So, this gives me a really good idea. All right.
So, I'll download the keywords, click the download button, right. I'll put the link to this Google sheet in the description below. So, you can download if you haven't already done so, from my previous videos. I then upload them over here. In fact, I will upload them all in this tab, which is the all keywords or create a new blank tab, put everything in here and all I need to do is to sort them out by average monthly search.
So, I've got the highest ones at the top and then as you go along, see how many of you got. Four hundred and seventy, but like some of the very low volume keywords I tend to ignore, I go up to right about thirty or forty average monthly searches per month. Then, I go to my other tab, which is the keywords.
I'll copy them from here and then paste them in this column A and B. Now, let me try and make these windows like this so we can see them and you can also see what I'm looking at. This should fit in, I've got a big monitor. Okay. All right. Okay. So, I want to go to that service tab and I'm going to look at an emergency dentist.
That's the first thing I'm going to put in. Once I put in that word, in this pink row or box, this sheet is going to search all the cells, which has got these two words in it. In any order, emergency dentist, emergency dentists near me, NHS emergency dentist twenty-four-hour and so on. So, this set of keywords, highly targeted.
So, when I write the ads for this ad group, I'm going to have an emergency dentist in headline one and in some way in the description and also in part one, and part two, so super relevant, highly relevant. As soon as somebody will see my ad, more likely they are going to click on it. Okay. A family dentist is a good one.
Yeah. I like that. Now, I haven't even gone through all of these. Right. I've just downloaded them, uploaded them over here and I'm just looking at... On the right-hand side, over here in the service, under the service section, I've got some for a family dentist, tooth extraction. Now, you don't need to have loads and loads of ad groups, maybe about seven to eight.
Really good ones. The cosmetic dentist is a good one. I'm just going to put them in teeth cleaning, teeth whitening. I spelt it correctly. Oral surgeon. Okay. So, dentist teeth cleaning, not a huge number of keywords, teeth whitening. We've got a handful of them and an oral surgeon. Okay. Let's have a look at some other ones, brand or non-brand.
Happy Dentist. Perfect Smile and also, I'll go through here as well and see, so Smile Dental. This looks like a branded term. If I don't want to do... Or go after Smile Dental, I can then get a list of negative keywords as well from here. A dental bridge is a good one. So, I can now go look on my column A, dental bridge, dental crown and if I find that there's an ad group, which hasn't got that many keywords, then I'm going to take it away.
The dental surgeon is a good one. A private dentist is a very good one. I'll make it a little bit bigger for you guys, so you can see it properly. I hope that is better for you. Okay. Private dentist, cosmetic, we have done I believe, cosmetic we've done. A chipped tooth or tooth chip is a good one.
Laser teeth whitening. Okay. The dental clinic that I haven't done. Okay. Whilst I'm doing this if you guys have any questions, then please put that in the chat... In the comment box and I'll come onto that in a minute. This is a really good one. See how many keywords there are for the dental clinic. So, all you need to do is to just keep going.
Now, those of you who have been with me on other sessions where I'm setting up the custom intent audience, this also works beautifully for that as well, because I am creating a set of keywords which are super relevant and they haven't got any irrelevant searches in there or keywords in there. So, I can create a custom intent audience for an emergency dentist, family dentist, and so on.
Now, you need to understand that some of these services like emergency dentist, people are not going to wait for days on end and research for days on end. Oh, where is the cheapest and the best? They just want to go to the first one who is available. So, the conversion on this kind of keywords will be within a day, same day, pretty much.
But if somebody is searching for a keyword like that, this is a... The sales cycle will be longer for this keyword, right. It will not be on the same day or week, because quite often, I know for a fact that some of these procedures cost tens of thousands of dollars. It's an expensive affair. So, they are going to research.
They are going to go to lots of different dentists, have a free consultation or whatever, and then decide, so what you can do and you must do in this instance is do remarketing. So, if you are running a campaign for your company, then you need to set up a remarketing campaign, ask your boss for some budget towards it.
It's not wasted money. It really is bringing back unconverted visitors to your website back to you and also have case studies, little videos, put them in front of them at these various touch-points, pixel your website or your landing page with Facebook as well, Instagram, you run over there, but wherever they go, they are going to be followed by your ad and they will see your brand and more likely they are going to come to you.
So, just don't think that because an emergency dentist is... Does not require remarketing, other services definitely will and also some of these like family dentist or kids, let's do a kids one because lots of people want to search for a kid's friendly dentist. Okay. Not in the UK, perhaps in the US there is and I have run...
Have I spelt it correctly? Yeah. Children, let's try children. I'm surprised nobody's searching for kids' dentists over here. Hmm. Very weird. But if you do find one, then you need to, obviously, if you do find one in this list, put them up over here and try that. Something different you need to do and think outside the box.
The other thing which you can also do from here is to look at all these competitors, Cambridge dental, Manchester dental, Smile dentists or whoever make a list of all your competitors, create a custom audience and then go after them with display ads, Gmail ads, and video ads and this is how you sort out all your keywords, really, nice and they're all very relevant to each other with a minimum of work.
Okay. I'm going to go into the chat. So, start firing away your questions. Hello, Adam, "I'm running a click to call campaign for a mechanic, which has been successful, but sometimes you are charged for an expensive click without the call associated with it." Yes, no matter whether you get the call or not. If somebody clicks on that ad and then aborts the call, you as an advertiser will call, you want to look at the click to call ratio, to be as high as possible and if you find certain keywords are getting lots of clicks and not many calls or conversions, then you can add a bit, a bit less or stop it.
But you always find that that is the case. In any niche, whether it's plumbing, locksmith, dental, or any kind of keywords, and also for the mechanic, if your car is broken down, the first thing you're going to do is to pick up the phone or from your mobile or from the roadside and you want to speak to somebody, Okay.
Prajapati, "To becoming better in Google Ads, it is improving." So, are you saying you're improving your Google Ads? If so, then that's good. Yeah. Keep working away and the more you work and practice, the better you're going to become. Prajapati. You're also saying, "Should we know Excel, if you want to become better at Google Ads and should we know only basic Excel become..." Yeah.
That's something which you need to do. If you are running big accounts. It will be easier to download the data and sort them out, but you don't need to become an expert. You get somebody to set up... Just like this one, I got one of my guys to do it, who is really good at Google Sheets. I don't know how to do all these formulas and everything.
So, don't try to learn everything, you know, be good at one thing and you want to just focus on that expertise. Hi, Tampa Water Softeners, and you're welcome, Adam. Okay. Suman, "Can you please explain to me about conversion tracking?" Well, conversion tracking. I've got so many videos on the channel. You'll just need to go through the list, but you must set up conversion tracking, especially for call ads.
You put up a minimum time limit. So, don't have a call as a conversion for two seconds because somebody might have clicked your ad by mistake, called you by mistake, and then hung up the phone. So, minimum, depending on how your client wants you to track conversion, any call over twenty seconds, thirty, forty seconds will be classified as a relevant call because somebody has engaged with the person, with the receptionist and so on and they're talking and asking about your product or service.
It doesn't matter whether they convert or not, because then half the calls, will not convert. They may say, okay, how much are your prices? If your prices are out of their budget, they're not going to convert and so you got the click to call ratio drop-off and then the call to the conversion drop-off so you got to take that into account.
You're welcome Prajapati. Rory. Hi, Rory. Okay. "Thoughts on Bing? It is preferred for an older demo." I'm just focusing on Google Ads. To be honest with you, Bing I believe has got about seven, eight percent of the market share maybe a bit more. I'm just focusing on Google Ads for the time being. There is so much on Google.
You can't keep up with it. So, I can't comment on Bing how good, how expensive or cheap it is on Bing. But I know a few of my friends are running ads on Bing because they are exhausting all the local searches on Google, but they are only going on the search campaigns. Whereas when I run campaigns for my clients, a lot of them, we go on display as well as YouTube and then they're over there, it's unlimited traffic, no matter how much your budget is and even if it's on a small area, then you got your Gmail Ads.
You've got your remarketing ads, so many different types of ads. You can run, that you need more and more budget all the time. Okay, Sandy, "Please explain. What is the function used in Google sheets for sorting like you? I tried drive sheet, it did not work." That is something I just said earlier on. Don't try to become an expert in Google Sheets.
Now, just hire someone, go to a freelancing website, get somebody to set it up for you. But I'm giving it to you guys for free anyway. So, you don't need to worry about becoming an expert in these Google Sheets formulas. But if you think that your workflow is different and you want to do something different then, by all means, you know, go ahead and do it.
Okay. I believe I have covered everyone and answered all the questions, Sandy. Okay. So, at nine-thirty, your mum is waiting for cereal, but I'm waiting for you, sir. Okay, cool. Well, I hope you're not fighting over the tablet or the computer for watching the drama. You need to let your mom watch the dramas. You can always watch this as a recording.
Yeah. Parents always come first, but if you've got your own computer or mobile phone then yeah, log-in from there, by all means brilliant. That's it, boys and girls, I shall see you tomorrow at five o'clock and we'll cover some more topics on Google Ads. So, thanks for being with me and I shall see you tomorrow. Take care.
Goodbye.
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