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If you own a local service business or are in charge of marketing for one, you must know the role keywords play in Google Ads. If you choose the right keywords, your chances of running a profitable Pay-Per-Click (PPC) campaign increase exponentially.

When you do keyword research, it pays to be more diligent than everyone else.

Keywords, believe it or not, are the heart and soul of Google Ads. Sure, there are other areas you need to understand to dominate the Pay-Per-Click (PPC) game. But if you ignore the role keywords play, you’re guaranteed to waste your precious time and hard-earned money.

But, if you select the right keywords, you increase your chances of running a profitable PPC campaign.

Think about it. How many times per day do you use Google on your phone or desktop? Maybe you’re researching something for work. Or perhaps you’re looking for a place to eat during your lunch break. You might even be searching for a “how-to” video. The list goes on and on.

You see, nearly everything we do online begins with a search. Which forces you to think about the best phrase to represent the problem you’re trying to solve, the question you’re trying to answer, or the itch you’re trying to scratch. Which is why keywords are so important to a successful Google Ads strategy. You literally cannot afford to skip this step. 

Here’s what I mean…

Let’s say you run a Pest Control business. Imagine yourself in the shoes of someone who is dealing with a bed bug problem. What keywords would he or she type in?

Thinking like this isn’t novel or new. In fact, the 2% of small businesses that get REAL results from their PPC efforts create killer sales pitches by figuring out what’s going on in the heads of the people they want to sell to. You see, to separate yourself from the competition, you need to enter the conversation that is already taking place in your ideal customer’s mind.

Think about it. Too many small business owners try to create a conversation in the mind of their customers. What they should do instead is figure out the conversation that’s already there.

Because the truth is, nobody wants to be told what to think. We love the people that echo what we are already thinking and feeling. So it makes sense for your marketing strategy to mirror this approach too.

Here’s the cool thing. Years ago, you had to guess what was going on in your customer’s head. But now, thanks to the internet, you can figure out exactly what they’re thinking. It’s whatever they type into their search bar!

And while we may not be able to pinpoint the exact words each person will use, we can narrow it down to a general theme. Plus, laser-like precision isn’t always necessary. Best of all, the keywords you choose today will evolve over time. So don’t get stuck on this chapter. Instead, ABC and just get started. 

And while we may not be able to predict the exact words, a customer will use, 99% of the guesswork has been removed from this process. Plus, absolute precision isn’t necessary. What’s important is you get started. The keywords you choose today will evolve over time.

In the next lesson, we will brainstorm keywords and search phrases your ideal customer might type into Google to find your business. Do this exercise, and you will become one step closer to creating a highly-profitable PPC campaign.

Get your FREE keyword list

Do you own a local service business? Well, you're in luck! We've created a simple spreadsheet (with our favorite search terms) for the following industries:

Pest Control
Lawn Care
Pool Service

Ready to get started?

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