Scaling Your Lead Gen Ads With Broadomation Lead Generation 101 Part 2 -

John: 00:00:10

The first area that we're gonna go into is called automation.

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Is it working or is it not?

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And what's the next strategy you think about for the next phase?

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Would someone spend 2,600 bucks to make a hundred K all day?

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All day long.

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I'm not even tracking conversions that I've already 4,000 x bro.

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As this out, it's, not the first time I've done this, so

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it's not like a one off case.

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I've just been doing this one for the last two years, this without failure, that

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once that's solidified, like we have lead flow and it's coming in from our campaign,

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your job's done for the next three months.

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Your job is done.

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Cool.

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Let's get started.

John: 00:00:46

So the first area that we're gonna go into is called broad automation.

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Is it working or is it not?

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And what's the next strategy?

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Think about for the next phase I wanna give a shout out to Caden for

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an artist show for organize this.

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These are just amazing.

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it's like, Hey, here's what we wanna talk about and this whatever wants to know.

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So A good example of this is that's actually here local and they're

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residential buildings, but they are very, very large one, two, $300,000 buildings.

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And we do lead generation.

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And what's interesting about this is the optimizations are that need to be made.

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With pure, broad and using an automating strategy that when you have this scenario

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happen, there's a lot less optimizations that need to be made in an account.

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So much so that I don't even need to track conversions.

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and it, is not the right way to do this, but it drives this point home

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as to, What is this the next phase of what steps should you take and should

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you take any steps, say, if any?

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And let me move that over here.

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So I have one campaign running and I'm not even using.

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Target cost acquisition.

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I have actually recently switched this over to maximize clicks, and I

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did this here on the 22nd, I think, and our clicks went from 60, 50

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and 60 a day to about 150 a day.

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what we're gonna track now is, lead generation picking up.

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So I'm just kind of cover the scenario So I have two yesterday, one 31st, 30,

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30, 29 lot of leads being generated.

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From one campaign, and this campaign right now is spending about four grand a month.

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Now it's gonna be spending more, but it's spending about $200 a day, and you

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can have a healthy campaign at $200 a day delivering a lot of good quality

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lead flow if you're doing a few things.

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One, you're actually tracking the sales of those.

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You're actually tracking the engagement, you're tracking the quality, you're

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talking with the client, getting feedback.

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I talk with this client every.

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Named Steve.

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We meet on Wednesdays.

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we met actually yesterday because we had to skip our, we meeting

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pushed Thursday, but talk with him and he's, I know his sales goals.

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He wants to ease increase by 33% by the end of next.

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We need to hit 18 million in annual revenue in sales goals.

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So I know all of this stuff because I don't manage the Google Ads portion.

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I'm managing, delivering clients that will be sold.

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that's the point that we have to get out of.

John: 00:02:48

Well, I saw a lead coming in.

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That doesn't matter.

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The lead coming in does not matter.

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It really doesn't.

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It's more so the fact of is it a good quality lead and will it close?

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I'll give you a quick snapshot as to how cool this looks.

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I haven't tracked a conversion, I don't even think this year.

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, which is kind of funny.

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But I know what optimizations I need to make cuz I talk to the client.

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I've not tracked one conversion.

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I spent $26,000 this year instead of HubSpot.

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When we look at the ads here, this is how I'm actually kind

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of tracking the conversions.

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If I look at this year that's at $26,000 I made 1.238 million

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in revenue for them on 25.

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So I have a 4,600 roaz, that's what this says in actual physical sales.

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And it's cost me $2,600 per sale.

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Now, that $2,600 per sale, like, wow, that's pretty bad.

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But when you look at these deal sizes, those last one that

John: 00:03:34

cost me $2,600, made 81,000.

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The next one that cost me $2,600, made 80,000.

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So this is what I mean by looking at what the actual deal.

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Another $2,600 spent 141,000, but someone spend 2,600 bucks to

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make a hundred K all day long.

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All day long.

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I'm not even tracking conversions that I've already 4,000 x bro as this.

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How it's cuz it doesn't matter about where the people are coming from.

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It doesn't matter what they Googled, necessarily.

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Pure, broad is not going to care what they Google.

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Pure, broad is going to only look at how often are these people staying on

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the site, engaging, filling out forms.

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That's the first.

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Once that's solidified, like we have lead flow and it's coming in from

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our campaign, your job's done for the next three months, your job is done.

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what I mean, this isn't the first client of this I.

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More clients.

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We actually shot the video on it.

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It's on the website how to have a $1,200 CPA turn into millions

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of dollars, whatever it is.

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But that was the other company that, was talking about.

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I can't say it out loud here, but it's not the first time I've done

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this, so it's not like a one off case.

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I've just been doing this one for the last two years without failure.

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when I'm talking about pure, broad, the search terms that are coming

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into this campaign, this part will probably have to be blurred out a bit.

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But they don't necessarily make a whole bunch of sense.

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They're kind of all over the place.

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Metal building.

John: 00:04:44

Yeah.

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And I'll give you an example of what this company will want this company does.

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And if we need to blurred this out or skip this part, that's okay.

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This would be just for internal, for training, but they sell.

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I'm not even tracking conversions and I'm selling millions of dollars so far

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this year alone in, or a million dollars far this year alone in selling these

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things without tracking conversions.

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That's unheard.

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you know, you're usually looking at what's a cpa, the conversion

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range, yada, yada, yada.

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It doesn't quite matter because with lead generation it's more about the sales

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process than the type of quality lead.

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They've shut off their Facebook.

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We actually removed Facebook from from HubSpot because they generated so

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many more leads than we did, but they actually didn't convert to any deals.

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They were that bad of quality.

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And we even track all the way down to the point of how did you hear about us?

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And people like Google searched by searching online.

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We even have the source they're coming from.

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But what's funny is the keywords, they don't necessarily make sense.

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Metal warehouse If that converted, that's great.

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I don't really care if it did or not.

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I know that these are the ones that are collectively close enough to convert that.

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I don't even need to track the conversion.

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And I'm emphasizing this because when we're talking about the next

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steps, do we turn into phrase or do we turn into exact match?

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Some things that you have to think about is, okay, after the entire sales

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cycle with more than 10 participants.

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Was that good?

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Well, how long would that take?

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If we look at the clicks here so far for this year, I have steel building

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is 7,500 clicks and metal building is 3,100 clicks and everything else is sub

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700 all the way down to less than 91.

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that keyword that I'm going after is generating pretty much all the sales

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and I can see that inside of HubSpot.

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I know that any deal that we come in, steel building, metal building,

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the two that always brings all the deals, . Now the search term, who knows?

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That's gonna be what's funny is the search term is this is not a glitch.

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I'm interrupting because I need to remind you that I'm always looking

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for people to join our team.

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So if you're passionate about Google Ads and you wanna work with the best

John: 00:06:30

Google Ads agency on the planet, please go to so late.com/apply.

John: 00:06:34

Speaking of working with the best Google Ads agency on the planet, if you're having

John: 00:06:37

trouble with Google Ads and you want professional help, That's what we do.

John: 00:06:40

You can go to so lake.com, that's s o l eight.com, to apply for your

John: 00:06:44

free, no obligation action plan.

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And if I've given you any level of value at all, maybe think about giving me a

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thumbs up and try to do our channel.

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That's how we choose the YouTube algorithm, so they actually know

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that I know what I'm talking about.

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If you have questions, comments, concerns, or confessions,

John: 00:06:56

hit me below in the comments.

John: 00:06:57

And now back to your regularly scheduled.

John: 00:07:02

I have 7,000 clicks, only 500 of them overlap to modular houses is

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actually not even something that works.

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There's Southwest Building Solutions, modular houses, steel

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buildings, Arizona, metal buildings.

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There's a lot of clicks here.

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They're all so similar though that it's outside the actual search term that a

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person used, and more so is that keyword, regardless of whether the searcher is

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still built and still getting these deals, and the sales cycle is eight

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months long for these these people.

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I've been working with them for over two years.

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That's why this year's looking really, really.

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But now next steps, would you go after it?

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This is where we have to then think about the point of next steps.

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When is it appropriate to go to phrase or exact When a bra match keyword is

John: 00:07:39

working well, so the things that we would need to have is a enough similar

John: 00:07:44

variations, that phrase match would The phrase match would capture what

John: 00:07:48

broad match is already capturing.

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And what I mean by that is if you're looking at metal buildings, Arizona

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and Arizona steel buildings, perfect.

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These two phrase match is gonna capture both those.

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If I typed in, if I did metal buildings, Arizona, I would

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actually capture both of these here.

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Arizona steel buildings and metal buildings, Arizona phrase match would

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capture both of those at the same amount that I'm capturing right now.

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There's probably gonna be some match type here that's gonna say,

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Ah, that wasn't close enough.

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Because they put like Arizona, Maricopa County steel buildings,

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like there was probably something that broad match would've captured

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that phrase match may have.

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So this one you'll see here is it's already a phrase match of a broad keyword.

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phrase match of a broad keyword.

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This just means, hey, it was close enough that I'm gonna count it

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as a phrase version of that broad keyword, but it's still broad.

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So broad match turned into much more than just, is that

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keyword that's being typed in?

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What is going to convert?

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It's not, It's what is that person going to do?

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Google can optimize.

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Even without seeing the conversions, because it is looking at the paging

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engagement, and that's where I think the pure broad is, working really, really.

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It's because that page engagement is there.

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Google's gonna see that.

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I still have my, keyword on this.

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So they just changed a thank you page on me because long story short, the

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reason why we're not trying to mergence, they had a bad web development company

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trying to charge them extra hundreds of dollars for things that they messed up.

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This company said, Please go away.

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We don't wanna work with you anymore.

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And they kept the login . So we can't track conversions.

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we already have another person coming in that's basically

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gonna get access back to it.

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But long story short, we don't have access to the site and the client doesn't either.

John: 00:09:14

So Yeah, that's why we're not tracking conversions.

John: 00:09:16

Analytics code's not under either.

John: 00:09:18

Like, it's, a nightmare.

John: 00:09:19

So, long story short, I've just been managing this though, just through

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their, site now there's negative keywords that I've been adding when I know that

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there's something that cannot happen.

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So like barndominium, like commercial, these are all residential and barndominium

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are things that people were actually calling in saying like, Hey I like to

John: 00:09:34

have a steel building that I can live in.

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yeah, that's not possible in Arizona.

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These buildings are not up to code.

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We can't make our building.

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Livable legally.

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And if we did, it's gonna cost you more than your house did . So they're

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like, Period can never work with these.

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Anybody looking for barium?

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We don't want.

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So I phrased that.

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All right.

John: 00:09:51

I broad matched barium and just said, Google, do your thing.

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And it's been working well, that stopped immediately.

John: 00:09:56

So my negative keywords were based off of sales data, though.

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That's what's important here.

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It was based off of sales data.

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What I mean by sales data, after this person contacted them, what happened?

John: 00:10:08

I still have livable buildings as a search.

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It's still not possible.

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They can't live in these things.

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But we stopped after I added bar of any, the people that are Googling

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the livable buildings, those people, when they do convert, they

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still are in the sales process.

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They're like, Okay, well maybe I don't have to live in it, but

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can I have air conditioning?

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I thought it needed to be livable for me to, They have things like

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installation and air conditioning.

John: 00:10:29

Oh, no, no, no, no.

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You can absolutely have all the amenities.

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There's just not gonna be like the lights sock in a specific

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height and that kind of stuff.

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Like all the stuff that doesn't make it livable legally.

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So that's what's interesting here is you can still use negative

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keywords, use 'em sparingly.

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I think in this whole campaign I have 1, 2, 3, 4.

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5, 6, 7, 8.

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I had eight negative keywords.

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Pretty much like that's all my negatives for last year, and

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it's been still 4,000 row as.

John: 00:10:52

when do we wanna take it from phrase or from broad to phrase match?

John: 00:10:56

If you find that there's a heavy amount of commonality in the

John: 00:10:59

search term and the search keyword, you can turn it into phrase.

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But if you find that the keyword in broad.

John: 00:11:09

Is delivering you the results, but the search terms are not common.

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They don't have commonality within them.

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They just so happen to be matched with that keyword.

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You cannot turn it into.

John: 00:11:21

I'll visualize this for you all here by, go to the search terms and I use

John: 00:11:26

steel building and I say that showing all the keywords with steel building.

John: 00:11:31

Actually, lemme do the steel building, metal building.

John: 00:11:33

These keywords are responsible for a 100% of all of our sales.

John: 00:11:38

We only added in a bunch of other ones because client wants

John: 00:11:40

to, wants to add 'em in there.

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And so we just said, Okay, but the steel buildings and metal buildings right here.

John: 00:11:47

there isn't a lot of exact matches between steel building and there's one here.

John: 00:11:52

Steel buildings.

John: 00:11:53

That's good.

John: 00:11:54

Modular houses?

John: 00:11:54

No.

John: 00:11:55

Southwest Building Solutions.

John: 00:11:56

No.

John: 00:11:56

Again, we're only running Google.

John: 00:11:59

So it's I'm okay capturing brand.

John: 00:12:01

Steel buildings.

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Arizona.

John: 00:12:02

Yeah, that'd probably capture it.

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Metal building.

John: 00:12:04

Metal building, metal buildings, Arizona, metal buildings, Steel.

John: 00:12:06

Okay, good.

John: 00:12:07

this will probably be safe to turn into phrase, however you have to look at all

John: 00:12:10

of the other 20,000 search terms and then say, did any one of those conversions

John: 00:12:15

that you're now tracking through the sales process turn into a conversion?

John: 00:12:17

Yes.

John: 00:12:17

If the amount of those are higher, then what we're seeing is just pure volume.

John: 00:12:21

You can't turn into, because you're gonna erase potentially 20,000 search

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terms and you're left with 400.

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Remember, this is the amount of variety.

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This isn't the amount of total.

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This doesn't say, Hey, there's been 20,000 searches for steel building

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in metal building, so there's 20,404 different ways that people typed

John: 00:12:37

in a version of steel building.

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That's why this works.

John: 00:12:40

So imagine what you're going to cut off in order to reduce the

John: 00:12:44

CPA and see if it's worth it.

John: 00:12:48

I am a big proponent of not doing that.

John: 00:12:49

If it's working, there's no reason to.

John: 00:12:51

You're gonna drive up your cp.

John: 00:12:53

You are gonna drive up your conversion rate, but you're also

John: 00:12:54

gonna drive your cpc, but you could also heavily kill volume for sure.