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

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

Is it working or is it not?

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

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

All day long.

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

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

it's not like a one off case.

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

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

your job's done for the next three months.

Your job is done.

Cool.

Let's get started.

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

Is it working or is it not?

And what's the next strategy?

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

an artist show for organize this.

These are just amazing.

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

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

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

And we do lead generation.

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

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

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

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

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

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

you take any steps, say, if any?

And let me move that over here.

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

Target cost acquisition.

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

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

and 60 a day to about 150 a day.

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

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

30, 29 lot of leads being generated.

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

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

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

lead flow if you're doing a few things.

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

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

talking with the client, getting feedback.

I talk with this client every.

Named Steve.

We meet on Wednesdays.

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

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

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

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

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

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

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

Well, I saw a lead coming in.

That doesn't matter.

The lead coming in does not matter.

It really doesn't.

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

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

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

, which is kind of funny.

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

I've not tracked one conversion.

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

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

of tracking the conversions.

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

in revenue for them on 25.

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

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

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

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

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

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

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

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

make a hundred K all day long.

All day long.

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

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

It doesn't matter what they Googled, necessarily.

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

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

the site, engaging, filling out forms.

That's the first.

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

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

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

More clients.

We actually shot the video on it.

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

of dollars, whatever it is.

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

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

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

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

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

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

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

They're kind of all over the place.

Metal building.

Yeah.

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

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

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

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

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

things without tracking conversions.

That's unheard.

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

range, yada, yada, yada.

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

process than the type of quality lead.

They've shut off their Facebook.

We actually removed Facebook from from HubSpot because they generated so

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

They were that bad of quality.

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

And people like Google searched by searching online.

We even have the source they're coming from.

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

Metal warehouse If that converted, that's great.

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

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

I don't even need to track the conversion.

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

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

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

cycle with more than 10 participants.

Was that good?

Well, how long would that take?

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

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

700 all the way down to less than 91.

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

and I can see that inside of HubSpot.

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

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

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

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And now back to your regularly scheduled.

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

actually not even something that works.

There's Southwest Building Solutions, modular houses, steel

buildings, Arizona, metal buildings.

There's a lot of clicks here.

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

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

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

months long for these these people.

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

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

But now next steps, would you go after it?

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

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

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

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

broad match is already capturing.

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

and Arizona steel buildings, perfect.

These two phrase match is gonna capture both those.

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

actually capture both of these here.

Arizona steel buildings and metal buildings, Arizona phrase match would

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

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

Ah, that wasn't close enough.

Because they put like Arizona, Maricopa County steel buildings,

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

that phrase match may have.

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

phrase match of a broad keyword.

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

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

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

keyword that's being typed in?

What is going to convert?

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

Google can optimize.

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

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

It's because that page engagement is there.

Google's gonna see that.

I still have my, keyword on this.

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

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

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

This company said, Please go away.

We don't wanna work with you anymore.

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

we already have another person coming in that's basically

gonna get access back to it.

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

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

Analytics code's not under either.

Like, it's, a nightmare.

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

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

there's something that cannot happen.

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

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

have a steel building that I can live in.

yeah, that's not possible in Arizona.

These buildings are not up to code.

We can't make our building.

Livable legally.

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

like, Period can never work with these.

Anybody looking for barium?

We don't want.

So I phrased that.

All right.

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

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

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

That's what's important here.

It was based off of sales data.

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

I still have livable buildings as a search.

It's still not possible.

They can't live in these things.

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

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

still are in the sales process.

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

can I have air conditioning?

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

installation and air conditioning.

Oh, no, no, no, no.

You can absolutely have all the amenities.

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

height and that kind of stuff.

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

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

keywords, use 'em sparingly.

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

5, 6, 7, 8.

I had eight negative keywords.

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

it's been still 4,000 row as.

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

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

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

But if you find that the keyword in broad.

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

They don't have commonality within them.

They just so happen to be matched with that keyword.

You cannot turn it into.

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

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

Actually, lemme do the steel building, metal building.

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

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

to, wants to add 'em in there.

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

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

Steel buildings.

That's good.

Modular houses?

No.

Southwest Building Solutions.

No.

Again, we're only running Google.

So it's I'm okay capturing brand.

Steel buildings.

Arizona.

Yeah, that'd probably capture it.

Metal building.

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

Okay, good.

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

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

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

Yes.

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

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

terms and you're left with 400.

Remember, this is the amount of variety.

This isn't the amount of total.

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

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

in a version of steel building.

That's why this works.

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

CPA and see if it's worth it.

I am a big proponent of not doing that.

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

You're gonna drive up your cp.

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

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