last updated 1 April 2021

Google Ads for Mortgage Brokers – Finding Low-Cost Keywords

The idea of finding low-cost keywords for Google Ads when you're a mortgage broker might sound like searching for a needle in a haystack. But it is actually possible, and it's potentially easier than you may think.

The above video is a recording of a Facebook Live event from 6 October 2020 where I talked about several different methods for coming up with low-cost keywords for your Google Ads campaigns if you're a mortgage broker of financial adviser.

Here are just some of the points covered in this training:

  • Do you need to use keyword tools and which are the best ones?
  • What are the keywords that all mortgage brokers should avoid using?
  • How speaking your clients' language can save you a lot of money
  • Why it's vital to understand keyword match types
  • Search intent - what is it and why you need to understand it

If you use Google Ads to generate mortgage, protection or financial advice leads, or if you're thinking of doing so, then you really can't afford to miss this session.

A full transcript of the video appears below.

If you'd like to learn the exact steps I use to generate mortgage lead using Google Ads then check out this free training. It's an hour-long masterclass where I'll show you exactly how you can use Google Ads to get ten new mortgage clients in the next ten weeks.

Good afternoon, everyone, and a very warm welcome to all of you who are watching this live. And if you're watching it later on the replay, then hello to you as well.

For those who don't know who I am, my name is David Miles. And I'm on a mission to help mortgage brokers and financial advisors to generate their own leads online so they can take back control of their own marketing and the future of their own business and stop giving money to lead generation companies. 

Now, as as you all know, if you've been on these livestreams before, I think that one of the really great ways to generate leads online, and something I think should be at the core of your online lead generation strategy, is Google Ads

And the other day I posted a question in the Facebook group asking what kinds of things people would like me to talk about in upcoming Facebook Live events. And one of our members, Paul, who I know uses Google Ads said that he would like me to talk a bit more about keywords and how to find the right keywords and the ones that aren't going to cost a fortune. So that's what we're going to cover today. 

Specifically, we're going to look at what keywords actually are in Google Ads and why they're important in that context. We're going to talk about how to find the ones that don't cost a fortune.

We'll also talk about keyword tools and what they are and whether you actually need to pay out money for keyword tools or, or whether there are other perhaps better ways of finding the right keywords. We'll be talking about the importance of something called search intent, the importance of using the same sort of language that your customers use, and also covering something very important in the context of keywords, which is something called keyword matching or match types. So they're all things that that we're going to look at. 

So I'm just going to start the screenshare here. Because what I'm going to be sharing with you today is a small segment from the online course that I have for people who want to learn how to do more of their own lead generation. And as some of you will know, from my recent post in the in the Facebook group, the course is being revamped at the moment, and I'm turning into more of a kind of group coaching programme, which will help mortgage brokers develop all aspects of their marketing, not just using Google ads, but all sorts of different areas of it. 

And there will be, as an accompaniment to that coaching programme, a whole lot of online training materials. And what I'm using here are some slides actually from that. So if you're one of the people thinking about looking at the coaching programme, what you're getting here is a little bit of a taster of the kind of backup learning resources that come with that which you'll be able to look at in your own time if you were part of the programme. 

So just before we crack on with that, it would be great (just to reassure me that the tech is working because you know how paranoid I get about this) if you could, if you're watching live, if you just post something in the comments, just to say hello. So I know that it's actually working and there are people out there. 

And also it'd be quite good to tell me as well whether you're using Google Ads at the moment. And specifically, if you don't use Google Ads right now, just put something in the comments and say why not. Because that might actually give me some ideas for future topics to cover in these in these livestream events. 

As we go through, please do feel free to post questions in the comments. And I'll try and stop every now and then and see what's been posted. And if you're watching on the replay, again, feel free to post comments or post questions because I will keep an eye on this over the next couple of days and come back and reply to any questions that you post there. 

The final thing to say as an introduction is do stick around to the end, because at the end of this, I've got a special offer/giveaway for you, which I will tell you more about when we get to that. So in the meantime, let's crack on and talk about Google Ads keywords.

Okay, so the the overall aim really with the keywords is to find ones which have got less competition. Now, what do we mean by that? Well, first of all, it's important to understand what keywords are in the context of Google Ads. 

So in simple terms, the way Google Ads works is that, as the advertiser, you tell Google a list of keywords which are relevant to your business. And you're saying to Google, if someone types in one of these things, or something similar to it, I would like my advert to appear.

Now obviously, if you're a mortgage broker, and you're bidding on a keyword like mortgage broker, you're not going to be the only person out there who wants to have an advert appear for that search term. So Google runs a kind of auction system. And each advertiser says how much they're willing to pay for each click on their ad, when it appears in response to a particular keyword. And that amount - that the bid amount - determines which ads appear and in which order. It's a little bit more complicated than that, and if you want more in depth detail, look up some of my videos and articles on how the Google Ad auction works

But the point is, all you need to know for now is that if there are multiple mortgage brokers, all chasing after the same keyword and all bidding on that same keyword then, like any auction, the more people there are bidding, the more that's going to push the price up. So what you need to try and do is find the keywords which aren't being fought over by every other mortgage broker out there. Those ones that have less competition are going to have lower click costs associated with them. 

The other thing you tend to find is that those lower competition keywords very often are the ones which will bring you warmer prospects - i.e. they'll bring you clicks from people who are more likely to be ready to take the desired action, which is likely to be to phone you up or fill in an enquiry form and start start down that road of getting some mortgage advice. 

And the reason I say that is that, generally, these lower competition keywords are the more specific things. So someone who just goes to Google and types in mortgage broker is, on the whole, less likely to be ready to do something. Whereas someone who types in a more specific search like, I don't know, mortgage broker for a first time buyer with 10% deposit - the more specific someone is, the more that indicates that they've already done a fair bit of research and they're closer to the point of being ready to make an enquiry or make a purchase or whatever it is. 

And this thing about finding more specific, lower competition keywords, this is one of the reasons why I'm always saying that, as mortgage brokers, it's really important that you find a particular niche or niches to work on within the wider field of the mortgage industry. 

And if you've not heard me talk about niching before, have a look on the website (theppcmachine.co.uk/mortgagebrokers) and you'll find articles in there, including one all about niching. Have a look in the video section of the Facebook group or the YouTube channel and you'll see an interview I did recently with Rob Da Costa where we're talking about niching. But it's about finding specific areas within the mortgage sector to focus on. And if you do that, it will help your business in many ways.

But it will also make it easier for you to find those more specific lower cost keywords within Google Ads. Because for example, a keyword such as mortgages for armed service personnel is going to be more specific, more niche and therefore cost less than a keyword like local mortgage brokers

Ok, so that's that's one of the many good reasons why niching your business is important. And then the other thing we need to think about when we're choosing keywords is search intent, also sometimes called buyer intent and things like that. It's basically, for a particular search term, what we're asking is, what is the intention of the person who typed in that search term, and how much intent do they have for buying something at the moment? And when I say buying something here, that can be buying a service like mortgage advice. 

So to give an example of that, someone who typed into Google cheapest mortgage rates, they've probably got slightly different search intent from someone who types in mortgage broker in Wolverhampton (if I live in Wolverhampton).

The person who types in mortgage broker in Wolverhampton very clearly has the intent of finding a local mortgage broker to help them with their search for mortgage. Whereas the person who typed into Google cheapest mortgage rates, they might be looking for a broker but, equally, they might be looking just to find out the rates to try and do the whole thing themselves. 

So by thinking about actually trying to get into the head of the person who will be typing in the sort of keywords you're focusing on, that can be a really good way to try and decide whether it's a good keyword or not. Even, you know, someone who types in just mortgage broker is showing more intent than someone who types in mortgage calculator - that would be another example. So do keep that in mind. 

So that's kind of the ideal we're aiming for. We're trying to find low competition keywords that have the right kind of search intent, and are specific to the niche that you're working in and which aren't therefore being chased after by every other mortgage broker out there.

So now we know what we're aiming for, the next question is how do we actually go about finding them? 

Well, there are various ways that you can come up with ideas for keywords, and I'll put a few of them on the slide that you can see now. 

So the first one there is the thing I mentioned earlier on: keyword tools. So there are a number of tools out there - bits of software, online tools - which will come up with ideas for you for keywords. And typically what will happen is you'll put in the address of your website or you'll put in a starter word like mortgages or mortgage advice, and then it will come up with a whole list of related keywords. 

Some of those keyword tools - like the one that Google themselves provides - some of those are free to use. Others are free up to a certain point and then you have to pay if you want more - you know, a greater number keywords and things. If you're interested in finding out more about keyword tools, go to my blog (theppcmachine.co.uk/google-ads) and one of the articles in there is called something like 40 Google Ads Tools. It's a list of all sorts different tools for Google Ads and there's a whole section in there of keyword tools. 

Personally, though, I actually don't make a massive amount of use of keyword tools. Because I think that with a little bit of practice and a little bit of effort, it's actually just as easy, if not better, to come up with the ideas yourself through just brainstorming different ideas, thinking about the kind of clients you want to attract, and just starting off with a couple of ideas and seeing, as you sort of think around those ideas, what other things come out of that.

I generally recommend that, particularly if you're just starting off doing this, if you're going down the route of brainstorming keyword ideas, do it with someone else, because two heads are better than one. But also try and do it with someone who's not directly involved with your business. 

And the reason I say that is because, when we're involved in a particular industry, it's very easy to get sort of too close to it and not be able to take a step back and view things like a client would. So even if you're a sole trader and you work on your own, try and get a friend, partner or a client - anyone outside the business - to help you with that process of throwing around different ideas and seeing what keywords you can come up with. 

It's a good idea when you're doing that process to focus on, as I talked about before, the niche or niches that you operate in - that will give you ideas for keywords - and/or any sort of USPs that you have. So, you know, a very obvious one is if one of your unique selling points is that maybe you're a broker who doesn't charge fees, well, then that would lead you down the route of focusing on keywords such as free mortgage advice, or fee-free mortgage broker or things like that. 

Or if you specialise in mortgages for adverse credit, then that opens up a whole load of more specific keywords than just the very generic mortgage broker type ones. 

And your location and whether you want to attract local clients or not, that can make a big impact on the kind of keywords you have. Now, I think this is a very interesting time, at the moment from the point of view of whether local services are going to have the same appeal as they have done in the past. Because, you know, why does somebody want a local mortgage broker? 

I know, in the past, a lot of mortgage brokers have sold themselves on the basis of the fact that they are the local broker for whatever area it might be. Now, the main reason people want a local broker is so they can go and meet with them, sit down with them, etc, etc. Obviously (in case you're watching this on YouTube in years to come) I'm recording this in October 2010 and we're in the middle of a huge global pandemic and people aren't that keen to see each other at the moment. So you know, that whole attraction of being able to go meet with someone actually doesn't have the same appeal that perhaps it did have a year ago. 

Having said that, though, some people, even though they're not planning to actually meet the broker, they still like that comfort factor of knowing that they're dealing with someone who is local. Because, rightly or wrongly, they might perceive that that means the broker knows the local property market better or, you know, things like that. Or it might give them that reassurance that they know that if something did go wrong, they can actually go and see the broker. So they might not actually be intending to, but it's nice that they got the option to, perhaps, if they want to. 

But again, some brokers, you know, aren't particularly bothered about dealing locally and you may want to deal nationwide. But if you are someone who's focusing on the local market, obviously that gives you a whole load of keyword ideas. So if you were based in London, for example, you could have keywords like mortgage broker London, but you could even drill it down into individual areas - mortgage broker Islington, mortgage broker Highbury, mortgage broker Tottenham - whatever your sort of catchment area was, because people will search on a very localised basis, if location is important to them. 

Sometimes you can think about the problems that you solve for people and that can give you ideas for for new keywords to try out. So what I mean by that is, so far we've talked about the kind of key words that describe the service, you know, or the offering that you have. So a key word like mortgage broker or mortgage broker, for people with credit problems, you know that they describe the service that you're offering.

Sometimes people will go onto Google, and they are searching for something, which indicates that they need your help, but they may not yet realise they need your help. So someone might type into Google something like I've been turned down for a mortgage. Now, that indicates that they potentially need the help of a mortgage broker. But because they haven't realised that yet, they're not going to Google and typing in find me a mortgage broker

So potentially with some of those searches, if you can have an advert and a landing page which addresses that problem - so you know, an advert which says "If you've been turned down for a mortgage, we might be able to help because we know far more lenders than you do" - that kind of message, then you could potentially take that person and turn them into someone who is looking for a mortgage broker and who is going to make an enquiry via your website, 

You tend to find those kinds of keywords that they have a lower conversion rate because, obviously, you're dealing with someone who's not actively looking for your kind of service initially. However, they also tend to have a lower cost per click. So sometimes it's worth trying those because you have to have more clicks to get a lead, but if the clicks are cheaper then, overall, it still might be a viable way of getting getting more enquiries. 

And then, the next one I've got here is use customer language. Now this is a really important one. It's one that people in all sorts of industries and professions tend to overlook, and they overlook it at their peril, basically. Because, whatever industry we work in, we tend to have industry terms and phrases which make perfect sense to us, but are not the kind of expressions that the man or woman in the street will use when they're talking about the service you offer. And sometimes by finding the customer language, rather than the industry language, you can hit on much cheaper keywords.

So to illustrate that, let me give you an example. This is an example that I might even have said to some of you before, because I use it a lot because it's a really good one. And it comes from quite a long time ago, actually now. About 10 or 15 years ago, I was doing some work with a client, and they were a personal injury law firm. And their particular niche was that they did what in the industry is called medical negligence claims - i.e. people have been to the doctor or been into hospital and they've had a procedure done and it's gone wrong, and it's left them, you know, injured in some way or whatever; it's left them worse off than they were to start with basically, and they want to claim compensation for it.

Now, at the time, when I started working with this client, I hadn't ever before come across the expression: medical negligence compensation. I could obviously work out what it meant. But I thought that's not a phrase that would have been in my personal vocabulary if I'd been looking for for this kind of advice.

So I thought put yourself in the shoes of the client. What is this person - who is sat at home off work because they've had this operation that's gone wrong or whatever and they want to do something about it - what are they going to type into Google? And I thought about that, and I came up with what I thought would be the most popular thing. And so I went back to the solicitor and I said, "Right, what we're going to do," I said, "is we're going to try bidding on something a little bit different."

Now bear in mind that at that time, the cost per click for things like medical negligence compensation was around £20 a click. I said, "We're going to try bidding on sue the NHS instead."

And the solicitor said to me, "Well, I'm not sure about that. I don't know if that's really quite the, you know, the kind of message we want to be giving. It sounds a little bit... it sort of cheapens what we do... sounds a bit grubby."

And I said, "Oh, ok," I said, "But that is what you do, isn't it? You you help people sue the NHS?"

And they said, "Oh, yeah, that is what we do. Yes."

And I said, "Well, it's £4.50 a click rather than £20."

And he said, "Ok, let's give it a try then."

So we did. And for for quite a while, until the other people caught on to it, it worked really, really well. So people would come along to Google and type in sue the NHS, an advert would pop up which said something like "Want to sue the NHS? We can help". And bear in mind, yeah, this is in amongst all these other ads that are talking about medical actions and clinical negligence and all this other highfalutin stuff. So this ad really stood out and resonated with the target audience.

So again, applying that kind of thing to the mortgage industry, you know, we talk about things like - well, we've mentioned adverse credit just now. Is that what the man or woman in the street calls it? Or do they talk about credit problems or bad credit, you know, or things like that? So don't get sucked into just focusing on the industry specific terms.

You can bid on the names of your competitors, I wouldn't recommend it for most of you at this particular stage.

And another thing you can look at doing is bidding on your own brand name - your own business name. Again, I won't dwell on that for now. But there is an article in the Google Ads section of the website, there is an article called seven reasons to bid on your own brand name. And that explains the reasons why you might want to do that.

So I'm just going to have a look at the feed and see if we've got any questions come up because I'm conscious of the fact I've been talking for a while and haven't been keeping an eye on this at all. And I'll see if I can do it without setting the sound off this time as well. Where's it gone. This was actually open on the screen before I started, but for some reason it's closed itself, which is slightly annoying. Let's try it on the phone. Here we are, right, here we are.

So we have got some some comments here...

So Paul says calculator is a word that drains your account. Yeah, it is. 

So it's probably worth talking at this point about a couple of words which you might think of using as keywords but which actually, in most cases (again, with all these things, there's no hard and fast rules so you can test these things with your own site and your own audience) but, by and large, a word like calculator or mortgage calculator is not a good keyword to bid on.

Because, again, it's about search intent. So the kind of person who goes to Google and types in mortgage calculator, they probably don't want to speak to a broker or speak to anybody at this stage. They just want to get an idea of what their repayments would be, you know, for a certain size loan at a certain interest rate.

Or maybe even they're someone who's not looking for mortgage at all, but they've already got a mortgage and they're looking to see, you know, how much quicker they can pay off their mortgage if they increase their repayments by £50 a month or whatever.

So yeah, mortgage calculator generally doesn't get great results and will just, as Paul said, drain your account.

And a similar idea (I think I touched on a little bit earlier on), but people who search for mortgage rates, generally speaking, they're the ones who are looking to do things themselves, rather than rather than get professional help from a broker.

Something else you might want to be careful of as well is (and, again, test it because I have seen some instances where it works well and some where it doesn't), people will search for things, they'll search for names of lenders. So they'll go onto Google and search for things like Barclays first time buyer mortgages or Santander remortgage offers or whatever.

In most cases, those people are not looking to deal with a broker in my experience. So you know, you could test them to a small extent. But again, I wouldn't go giving those kinds of keywords huge amounts of budget, until you've shown whether they do or don't work for your particular audience and your particular website.

And there's a question from Ian as well: can you add the keywords to your own web page? I'm not sure I quite understand the question, Ian, but I think what you're saying is should the keywords that you're focusing on in Google Ads, should they appear on your web pages as well? 

The answer is yes, because one of the things that's important to doing Google Ads is to make sure that you send someone to a landing page which is relevant to the keyword they searched for. 

So yeah, if someone is searching for first time buyer mortgages, you would send them to your first time buyer page. If they're searching for mortgages with credit problems, you'd send them to your page that talks about subprime adverse credit mortgages. And so therefore, yes, you would want to have the keywords as part of that page, because that's what would make it relevant to that particular thing. 

Ok, right. Let's press on, and do keep the questions coming in if you have any others now or as we go through.

So then the next thing I would say is, once you've come up with those sort of ideas, as you go through that sort of brainstorming process, quite often you'll come up with just one idea, but you can expand on that. So let's say for example, you were niching into mortgages for people in the armed forces. Then, just from coming up with that one idea, mortgage for armed forces, you know, that I've put in the top row there, well, then you can start to expand on that and say: ok, well, mortgages, we do mortgages, but we also do remortgages. So you put that - we put remortgages in the first column alongside mortgages.

And then you think well, what are some of the other things that would describe the service we do. Well, we're mortgage advisors but people also search for mortgage brokers. They also want mortgage quotes. So you could put all those in that second column.

And then you could think of other ways of describing the armed forces, you know, military, army, soldiers, navy, RAF, etc.

And then once you've done that, you can actually then, from those three columns, take all the different combinations of them and build quite a long keyword list just from that one idea - from that one seed idea of mortgages for armed forces.

So looking at the kind of table I've got on the screen there, we'd end up with a list of keywords of things like mortgage for armed forces, mortgage for the military, mortgages for army, mortgages for soldiers. And then mortgage broker for soldiers, mortgage quotes for the navy, you know, all those different combinations. And you're going to have a huge list of keywords there, just from that one simple idea.

And again, if you want to speed up the process of doing all those combinations, have a look at that article I mentioned, that's got the 40 different Google Ads tools. And at least a couple of tools in there are ones which are specifically designed for this - you put in those kind of three columns, or four columns, or whatever, and it will automatically make all the different combinations for you.

So the final thing to talk about is the difference between search terms and keywords, and how this impacts on something called keyword match types.

Ian said, "Yes, that's it," so I did interpret his question correctly. That's good. 

So search terms and keywords. So as I've put on the slide there, what we've talked about so far is the keyword - the thing that you as the advertiser are bidding on. But there's this other thing called the search term.

The search term is what Joe public types into Google, which is potentially going to trigger your keyword and make your advert appear. And a lot of the time when people are brand new to online advertising or brand new to Google Ads, they assume that if they're bidding on a keyword like mortgage broker, that they are only going to have their adverts show up if someone goes to Google and types in mortgage broker. But the reality is, that's not the case.

When you bid on a particular keyword, you will appear when someone searches for that keyword, but also for a variety of other search terms which are, in Google's eyes, relevant and related to that keyword that you're bidding on.

And in order to control how flexible Google is in determining whether the user's search term matches the advertiser's keyword, you can use something called match types to give Google rules, basically, as to how how strict to be on determining whether there's a match.

And there are four types of match. There's broad match, which is the default, broad match modifier, phrase match, and exact match. And I'll give you some quick examples now of the impact of those.

But the important thing to be aware of is that if you just put your keywords in in plain format, like that one at the top there, like mortgage broker, it will be treated as a broad match. And most of the time, that is going to be a bad thing for you as the advertiser.

Ok. So the most precise match type is actually, just going back to my list there, is actually the one at the bottom of the list - the exact match one, which is where you put your keyword, when you're entering your keywords into your Google Ads account, you put it in square brackets. And that says to Google: I want this treated as an exact match keyword. 

And, as the name implies, Google will then only show your ad if someone goes to Google and types in a search term which exactly matches, or very very closely matches, the keyword you're bidding on.

Ok, so your ad will appear for mortgage broker. Obviously, that's an exact match to what your keyword is. If someone searched me as mortgage brokers plural, you'll still show up because Google treats singular and plural the same. And it will also do slight variations where the stem of the word is the same. So someone searching for mortgage brokerage would potentially see your ad because Google knows that a broker and a brokerage are basically the same thing.

But your ad won't show up for various other searches which might be perfectly valid searches for you. So if you only used exact match and someone came along and typed in local mortgage broker, then your ad wouldn't show up because that's not the exact keyword that you're bidding on. Or if they search for mortgage broker for first time buyers or they put a word in the middle like protection, your ad wouldn't appear.

So exact match gives you a lot more control. But you'd have to do a lot more and put a lot more time and effort into thinking up all the different things that somebody might type into Google which you'd want to appear for.

The next level along which relaxes things a bit more is called phrase match. So if you go for a phrase match, by putting your keyword in quotes, then Google will show your ad as long as the user's search term includes your keyword somewhere in it as an unbroken phrase.

So with phrase match, you would show up for local mortgage broker because the phrase mortgage broker still exists as a distinct thing within the user search term. And you would appear for mortgage broker for first time buyers.

But if someone does a search term where the phrase doesn't appear, or where the phrase is broken, by putting other words in the middle, like mortgage and protection broker, then your advert wouldn't appear. And you wouldn't have ever got mortgage calculator because that's not the same phrase as mortgage broker.

And then, to relax things a bit more, you would go for the broad match modifier, which is where you put a plus sign in front of each of the words that make up your your keyword phrase. And what broad match modifier does is it says to Google, that it's okay to show your advert, so long as the user search term includes all the words in your keyword in any order.

Note that since this Facebook Live was broadcast, Google has announced they are phasing out broad match modifier keywords. This article has more details.

Ok, so now we would appear for mortgage and protection broker because the search term has the word mortgage in it, and has the word broker in it. And you know, and with broad match modifier, it doesn't matter, that the phrase is broken up with the word protection in the middle. And, we'd obviously still appear for the things that we've already seen under under phrase and exact, but you still wouldn't show up for mortgage calculator, because that search term doesn't have the word broker in it. And we've got broker in our keyword with a plus sign in front of it.

Now broad match is where Google can go really quite wild with the matching. And, potentially, the user's search term only has to have one word in common with your keyword and Google could still show your ad. So the benefit of broad match is you'll appear for a lot of different searches that you might not have thought of.

But you're also potentially appear for some really irrelevant things like mortgage calculator, because it's got the word mortgage in common. Or insurance broker because it's got the word broker in common.

You might appear for things that just aren't available anymore like 125% mortgages or you know, people looking for a completely different service from yours like mis-sold mortgage compensation. But Google could potentially show that because the word mortgage appears in the user's search, and the word mortgage appears in your keyword.

So I strongly recommend that you do not use broad match. Now bear in mind broad match is the default, so but if you don't know this stuff and you just go in and start up a Google Ads campaign with all the defaults, you will be using broad match and you will be putting a lot more money in Google's pocket than you need to.

So if you take nothing else away from this, take away this fact: using broad match is a bad idea and will cost you a lot of money.

And  regardless of what match type you're using, because the search terms that people put in to trigger your ad will vary from the actual keywords you're bidding on, it's important to look regularly at something called the search terms report in your Google Ads account, and use that to find any irrelevant searches that you've appeared for. And then add negative keywords to to block those out.

Ok, so there we go. That's a bit of a whistle-stop tour through through the idea of keywords and what they are. But hopefully, particularly those of you like Paul who are running Google Ads, have now got some ideas for things to do or not do, or to go and check in your accounts and see if you've got broad match keywords in there that you shouldn't have, and whatever.

If you've got any final questions do put them in now just while I'm wrapping things up.

So I did say that there would be a giveaway at the end. So the giveaway is, as I mentioned the new group coaching programme earlier on, I'm aiming  to launch in the next four to six weeks. And once the exact timescales are confirmed, those of you in the Facebook group will I promise be the first to know.

But what I'd like you to do is if you're even vaguely thinking that that's something that might be of interest to you - there's no commitment to this - but what I like to do is drop me an email and tell me what at the moment is your biggest marketing challenge and, specifically, the biggest marketing challenge that you would want this coaching group to try and solve for you. So what's the one thing where if I said to you, "This group will help you achieve X," What is that X thing that would make you think, "I really want to be part of this"?

Send me your thoughts on that. Put "my challenge" as the subject line in an email to David at The PPC Machine and the giveaway is that, of the responses I get, I will pick one person at random from those and they will get, if they want to join the programme, their first month of it for free as a thank you for the feedback.

So I hope that's been useful. Just checking in with any final questions. No... that's it.

Thank you. I'm glad you found it interesting. If you think of questions afterwards, as usual, put them in the comments. If you're watching this on the replay, put them in the comments. And I will check back over the next couple of days. And I'm putting the answers in there.

And if there are, if like Paul, you've got special requests for what you'd like in future Facebook Lives, send me a message or put something in the group. Because, you know, I want this stuff to be relevant to you guys because that's the whole point of it.

Similarly, I'm thinking about doing some more interviews on here so if there are particular people or types of people you'd like to see interviewed on Facebook Lives - either people from within the industry or people who've got expertise in other areas of digital marketing or whatever it might be, again, send those suggestions in and I will do what I can to make all that happen.

So thank you very much for watching, and I will see you again in two weeks' time for the next live stream. Thanks very much. Bye !

Want to learn how you can use Google Ads to get ten new mortgage clients in the next ten weeks?

About the author 

David Miles

As a digital marketing consultant, author and trainer, I specialise in helping businesses in the financial services sector use the internet to get more enquiries and increase profits.

Related Posts

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Discover How to Generate More Leads From Your Own Website

>