How to conduct keyword research that’ll attract home owners looking for a remodeling contractor

There are two must important component of Google Ads.

The first and most important part is your landing page and the second most important part is your keywords and keywords match type.

Your landing page do the job of converting the visitors to leads while your keywords and keywords match type does the job of driving the right visitors to your landing page.

When conducting keyword research, the first thing to do is to determine the type of leads you need.

If you want to attract those leads that are already in the market for a contractor, you'll have to find and target those kind of keywords.

How to conduct keyword research

The aim of placing an advert is to get them seen by potential customers.

And conducting keyword research will help you pick-out keywords your potential customers are using to search for your services on Google.

In this section, you'll learn how to pickout keywords your customers will likely use to search for your services.

Use Google Keyword planner

Google keyword planner is a free keyword research tool provided by Google for their Google Ads search advertisers.

There are other payed keyword tools but those tools are useless when it comes to conducting keyword research for a local market.

How to use Google keyword planner

Head over to Google keyword planner here. Click on "discover new keywords" box

Enter your keywords and then click "GET RESULTS"

You'll now be given a list of hundreds or thousands of keywords list to select

The next thing is to restrict the keywords data to your target location.

To do this, click on the location tab at your top right hand corner

Add your target location and click save

How to select the right keywords

When going through the list of keywords suggested by Google keyword planner, you'll discover that there are literary hundreds and thousands of keywords to look at.

Must of those keywords are irrelevant to your business.

So, what you'll do while going through those keywords is to put yourself in the shoes of your potential clients.

You'll ask yourself this question on each keywords suggested.

Lets say, two of the keywords listed are: 

  1. how to become a remodeling contractor
  2. bathroom remodeling contractor

You will ask yourself that if you were a client and in the market for a remodeling contractor, which one of the above keywords will you possible use to get what you are looking for.

This strategy allows you to gauge the intent of every keywords.

For the keyword "how to become a remodeling contractor" you'll see that it's intent shows that people that will likely use it are people looking to become a contractor.

For the second keyword "bathroom remodeling contractor" you'll realize that it is the keyword you'll likely use if you are in need of a bathroom remodeling work.

Go for long tail high intent keywords

I talked about how to gauge the intent of a keyword above but all keywords are not the same.

The longer a keyword with high intent, the stronger that keyword is.

Lets take a look at this two high intent keywords:

  1. bathroom remodeling contractor
  2. bathroom remodeling contractor NYC

Both of the above keywords are the same but what makes the second keyword more powerful than the first is because the searcher specified a location (NYC).

If you were a bathroom remodeling contractor based in NCY, then the second keyword would be more valuable to you than the first because it's intent is more clearer than the first.

The longer the keywords of a high intent keyword, the more valuable it becomes.

Click to Tweet

Disadvantages of longtail keywords

Longtail keywords are every marketers dreams but it has a major flaw must especially for local businesses.

They usually come with very little or no search volume.

Without search volume on a keyword, it a waste of time and energy targeting that keyword.

When that happens, don't freak out. You can still go for the shorter keywords.

How to structure your keywords with the right match types

In this section, you'll learn what keyword match type is and how to use them on your keywords.

What is keyword  match type

According to Google, keyword match types help control which searches on Google can trigger your ad.

If you use the wrong keyword match type on your campaign, you could still fail despite selecting the right keywords

There are four types of keywords match type:

  1. Broad match
  2. Modified broad
  3. Phrase match
  4. Exact match

Broad Match:

Adding your keywords as a broad match is committing digital suicide.

With a keyword tagged as broad match, you are giving Google the power to show your ads on any search term they deem related to your keywords.

For example, if you added roofing contractor as a broad match keyword.

Google will not only show your ads for roofing contractor keywords but they will also show it on searches like bathroom remodeling contractor and bedroom remodeling contractor.

Google will view all those keywords as being related to your broad match keywords (roofing contractor).

The key to a successful Google Ads campaign is not to give Google total control over you campaigns and that is what broad match keywords will do.

Google loves broad match keywords because it will make them more money.

But for you, it will end up wasting your ads budget without any thing to show in terms of conversion and revenue.

Modified Broad Match

Modified broad match keywords is ideal for you to use in setting up your campaign.

Modified broad match keywords are related to broad match but are more targeted than broad match and yet have a greater reach than phrase and exact match.

With modified broad match, you put a (+) sign before any words.

What that does is that it instructs Google to show your ad on any search term that contains the + sign word.

Examples Of Modified Broad Match

Searches it can trigger

+roofing +contractor

 san antonio roofing contractor near me

+bedroom +remodeling

remodeling contractor bedroom near me  

+renovation

home renovation contractor

+remodeling

bathroom remodeling contractor

Phrase Match

According to Google, phrase match is a keyword setting that allows your ad to show only when someone's search includes the exact phrase of your keyword, or close variations of the exact phrase of your keyword, with additional words before or after.

The phrase match keyword "remodeling contractor" can cause your ad to show if someone searches for "remodeling contractor," "california remodeling contractor," and "remodeling contractor reviews."


Exact Match

According to Google, exact match is a keyword setting that allows your ad to show only when someone searches for your keyword or close variants of your keyword. 

For example, if you added "remodeling" as an exact match keywords, you ads might show up for keywords like remodeling.

If your exact keyword is "remodeling company" your ads may get triggered for searches like "remodeling companies" and "remodeling company"

Importance of using the right keyword match type

  1. Your ads will be more targeted
  2. It reduces wasted spend
  3. it reduces the need and stress of looking for and adding negative keywords
  4. it increases lead generation and help reduce your cost per leads

Conclusion

Although choosing the right keywords is very important, if you don't associate the right keyword match type to those keywords, you'll end up losing money.

If you conduct your keyword research with the instructions given above, then you're half way in hacking Google seach ads.


Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Shares