[Ultimate Guide] Google Ads for Non-IT Business Owners

Lesson 2: How To Find The Right Google Ads Keywords For Local Businesses

As you might know, the keyword is one of the main element to drive your desire people to your website or landing page. Google shows your message according to the keywords search by the users.

The Right Keywords  Reduce Cost and Increase Sales

If you put the wrong keywords to target your visitors, you may end up receiving a lot of visitors but don’t get any sales or leads.

For example, if you are a roofing contractor and targeting “roof” keywords. This is a broad keyword which may bring in many visitors. The visitor who search “type of roof” or “how to replace roof” will see your ads in Google search result and visit your page.

These users are just looking for information and may not likely to spend money on your services.

If you have a lot of these type of visitors, you may end up paying huge expenses but didn’t get any sales. The cost per sales (call conversion cost)  is so expensive that you are no longer profitable in running ads to get deals.

I am sure you hope to get a sale at the lowest ads to cost possible.

And one of the most challenging concern we often receive is how to come out with the right keywords for the ads campaign.

4 Easy Ways To Get Your Idea Keywords

#1 – “Who are you?”

Yes. Simply answer this question, “Who are you?”

If you are a roofing company, you may answer:

  • Roofing Company
  • Roofer
  • Roof Contractor
  • Roofing Contractor
  • Roofing Specialist
  • Roof leaking specialist

Let’s try another business, an event organizer company?

  • Event company
  • Event management company
  • Event organizer
  • Event planner
  • Event coordinator
  • Conference organizer

By simply telling who are you, you can get a list of highly relevant keywords to your business.

#2 – “What do you do or sell?”

For a roofing company:

  • Roof repair
  • Roof leak repair
  • Ceiling leak repair
  • Gutter repair
  • Clean gutter
  • Roof installation
  • Roof replacement

For an event company:

  • Event management
  • Company annual dinner
  • Launch event
  • Corporate event management
  • Organize trade show
  • Trade show management
  • Organize exhibition
  • Exhibition management
  • Sound system rental

By answering what you offer is another easy way to generate the right keywords quickly.

#3 – “Catch-All” Keywords

It is generic keywords often in a single word or maximum 2 words which are related to your business.

For a roofing company:

  • Roof
  • Roofer
  • Roofing
  • Gutter

For an event company:

  • Organizer
  • Company dinner
  • Team building
  • Annual dinner
  • Sound system

These type of keywords are risky to be used directly in your ads campaign. It is broad keywords which will bring a lot of non-targeted visitors to your website.

However, if you use it together with location keywords (more on this later), it will make thing much better.

#4 – Location Keywords

Where do you sever your clients?

Kuala Lumpur, Petaling Jaya, Penang, JB or entire Malaysia?

 You can add the location together with the “Catch-All” keywords.

For a roofing company:

  • Roof KL
  • Roofer Petaling Jaya
  • Roofing Penang
  • Gutter Kuala Lumpur

For an event company:

  • Organizer Malaysia
  • Company dinner KL,
  • Team building Malaysia
  • Annual dinner Penang
  • Sound system JB

Now, these keywords are more specific and able to bring in more targeted visitors to your website.

You can add generic location keywords such as “local” and “near me” keywords.

Due to the popular mobile device, more and more people are searching for using the mobile phone.

“Near me” keywords often auto-suggest by Google in mobile search. This keyword is getting more interest over time.

You can add more keywords, such as:

  • Roofer near me
  • Local roofer
  • Roofing near me
  • Event organizer near me
  • Sound system near me
  • Team building near me

There are few more advanced methods to get keyword ideas, but the 4 ways above are more than good enough to get started for local businesses.

Find out the Keywords Search Volume

Next, we will need to find out the monthly search volume of the chosen keywords.

There are many tools able to retrieve the keywords search volume. I recommend using UberSuggest (https://neilpatel.com/ubersuggest/) to find out the search volume quickly. Keyword Planner is another useful tool from Google Ads.

Simply enter the keywords and select the right locations to find out the search volume as below.

Example 1, “roof leaking specialist”:

Example 2, “plumber KL”:

Example 3, “accounting software Malaysia”:

Example 4, “aircon service KL”:

Key Takeaways

By now, you should able to finalize your target keywords quickly with the above method.

Now, it's your turn to use the simple method above to prepare your target keywords.

Once done, move on to the next lesson.

Lesson 3: How To Create Your Landing Page That Brings More Sales From Ads

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