Click the logo for more help THE ULTIMATE Accountants Google
AdWords KEYWORD SWIPE FILE Discover the exact keywords you can use
to get more targeted traffic and more leads for your accounting
firm Whats Working Now - More Clients Series
Slide 2
Click the logo for more help PUBLISHED BY Whats Working Now (an
Academy For Growth Company) Suites 1-10 Springfield House Water
Lane, Wilmslow United Kingdom SK9 5BG www.WhatsWorkingNow.club For
Accountants, CPAs and Bookkeepers AS SEEN ON Copyright 2015 Academy
For Growth Limited. All Rights Reserved. May be shared with
copyright and credit left intact.
Slide 3
Click the logo for more help ABOUT WHATS WORKING NOW Whats
Working Now is a community where accountants, CPAs and bookkeepers
from all over the world, come together to get proven how to
information on Getting more clients Increasing fees and Building a
better practice Since 2008, tens of thousands of accountants, CPAs
and bookkeepers have benefitted from our no-nonsense advice on how
to grow their firms and get more of the right type of clients, at
the right fee. A warm welcome to our community! In the last 3 years
alone, our Accountants Growth Blueprint has been responsible for
generating over 100,000 business clients worth over 150 million in
recurring fees for our members. AS SEEN ON
Slide 4
Click the logo for more help INTRODUCTION Heres the secret to
generating a high volume of targeted traffic with Google AdWords
KEYWORDS. Of course theres more to it. You need well-written ads,
sitelinks, negative keywords and the right campaign settings, but
none of this matters if you choose the WRONG keywords. Everything
starts and finishes with your keywords. More importantly, you need
to group your keywords in tightly knit ad groups (see later) which
are then neatly contained within relevant campaigns (see later). We
call this The Success Equation THE ADWORDS SUCCESS EQUATION
Campaign Ad Group Tightly Knit Keywords
Slide 5
Click the logo for more help INTRODUCTION (continued) The
challenge is how do you choose the RIGHT keywords? Then how do you
put them in the right ad groups and campaigns (we discuss ad groups
and campaigns shortly). The more tightly knit your keywords, the
better. It means your ads can be laser focused on the keywords,
which results in more clicks (targeted traffic) and higher click
through rates (Google reward you for higher click through rates).
This should then translate into more leads or enquiries for your
firm. Having tightly knit keywords means your ads can be laser
focused resulting in more targeted traffic and a better performing
campaign overall
Slide 6
Click the logo for more help INTRODUCTION (continued) Over the
years weve tested literally thousands of keywords. By monitoring
the performance of each keyword across our hundreds of accounting
AdWords campaigns, weve distilled this list down to 808 prime
keywords, 23 ad groups and 4 campaigns. and youre getting the
inside scoop to all of them with this special report. That means,
you dont have to do all the keyword research and all the testing.
More importantly, you can cut out the fat and create your campaigns
with knowledge that these are the best keywords you could ever use
to generate targeted traffic to your website. THE ADWORDS SUCCESS
EQUATION Campaigns x 4 Ad Groups x 23 Tightly Knit Keywords x
829
Slide 7
Click the logo for more help INTRODUCTION (continued) But
before we give you all the keywords, ad groups and campaigns, its
important we explain the fundamentals of how Google uses keywords,
ad groups and campaigns. For example, did you know, there are 5
ways to express a keyword and how you express it will determine
your success? Please read this section carefully, it will help you
understand how to get better results from your AdWords campaigns To
many people, Google AdWords is a gamble and a difficult game to
win. But when you understand the fundamentals (keywords, ad groups
and campaigns) you transform AdWords from a lottery into a
predictable lead generation machine!
Slide 8
Click the logo for more help KEYWORDS As weve explained, one of
the biggest challenges and complexities with setting up any Google
AdWords campaign is selecting the right keywords. Unfortunately its
not just as simple as entering a keyword and expecting it to work.
Why? Because Google have 5 different ways for each keyword to be
searched on. Whilst this is complex, it is a very good feature of
AdWords, because it makes your targeting laser-focused. Again we
dont want to get too technical here but Google calls this Keyword
Matching. The diagram on the following page shows you what this
means for EVERY keyword...
Slide 9
Click the logo for more help KEYWORDS Broad: accounting
practice Also matches: accounting jobs, practice kite flying Broad:
accounting practice Also matches: accounting jobs, practice kite
flying Modified Broad: accounting +practice Also matches: best
practice, dental practice Modified Broad: accounting +practice Also
matches: best practice, dental practice Modified Broad: +accounting
+practice Also matches: bst accounting practice, accounting best
practice Modified Broad: +accounting +practice Also matches: bst
accounting practice, accounting best practice Phrase: accounting
practice Also matches: best accounting practice, accounting
practice in leicester Phrase: accounting practice Also matches:
best accounting practice, accounting practice in leicester Exact:
[accounting practice] Matches: accounting practice Exact:
[accounting practice] Matches: accounting practice Understanding
Googles Keyword Matching system is very, very important to your
success and its where most of the big mistakes are made!
Slide 10
Click the logo for more help KEYWORDS Most people just enter
the broad keyword form, which will bring many untargeted searches.
This results in the click-through rate being reduced and leads to
bad and wasteful clicks. This is one of the BIG causes of excessive
cost in an AdWords campaign and WHY MANY ADVERTISERS WASTE A LOT OF
MONEY. But when you know the rules, its a great game to play. The
keywords were giving you I this report use 3 of the 5 keyword
matching categories: EXACT, PHRASE and MODIFIED BROAD (the 3 inner
circles on the previous page). The game of AdWords is won and lost
in your choice of the right keywords and their matching types.
Slide 11
Click the logo for more help AD GROUPS Having identified your
keywords, you then need to arrange them into tightly-knit ad
groups. For example, here is a small list of keywords: Many people
would conclude this is a good set of keywords and put them all in
one ad group. This is a BIG MISTAKE. Notice, whilst they are all
relevant, they are not focused on one particular subject. You
overcome this by creating different ad groups for each subject. So
these are the ad groups for the set of keywords shown above:
accounting firms, accounting practice, accountancy for small
business, chartered accountant, top accounting firms, accountancy
practice, small business accounting, accountant chartered GROUP 1:
accounting firms, top accounting firms, GROUP 2: accounting
practice, accountancy practice GROUP 3: accountancy for small
business, small business accounting, GROUP 4: chartered accountant,
accountant chartered
Slide 12
Click the logo for more help CAMPAIGNS Having identified your
ad groups you will notice some are not related at all. In this
case, you then need to create different campaigns for each
different set of ad groups. For example, ad groups based around
general accounting terms (like the ones on the previous page)
should be in one campaign and then ad groups based say around your
own brand (company name) should be in another campaign. We actually
recommend you set up the following 4 campaigns LOCATION CAMPAIGN:
This campaign focuses on keywords that include the name of your
village, town, city, state etc. For example accountant in
leicester, leicester accountant. GENERAL CAMPAIGN: This campaign
focuses on keywords that are NOT specific to a location, but rather
are related to an accounting / cpa / bookkeeper term. For example
accountant, small business accountant, accounting firm. BRAND: This
campaign focuses on keywords related to your own company name,
products and services. For example, if your business name is ABC
Accountants these keywords would focus on abc accountants abc
accounting etc. COMPETITOR: This campaign focuses on keywords
related to your competitors. Yes, this is sneaky but 100% legal.
You of course cant use the name of your competitors in your ads but
your ad can show every time someone searches for your
competition.
Slide 13
Click the logo for more help KEYWORD SWIPE FILE Here are the
keyword lists for you to swipe and deploy into your own AdWords
campaigns. As youll see, weve arranged them by CAMPAIGN AD GROUP
KEYWORDS and included introductory text for each campaign set. All
you need to do is create the 4 campaigns, add the ad groups and
then enter the keywords into each ad group. Our Keywords Swipe File
will save you hours and hours, as well as potentially hundreds even
thousands of pounds or dollars. More importantly it will help you
maximise your targeted traffic resulting in more leads!
Slide 14
Click the logo for more help CAMPAIGN 1 LOCATION CAMPAIGN
Slide 15
Click the logo for more help KEYWORD SWIPE FILE 1. LOCATION
CAMPAIGN: Notice, each keyword has the town leicester in it. Simply
replace this with your own town. Dont just limit your town to the
main town your business is based. Use Googles location feature to
identify the names of other towns/suburbs/villages within say a 10
mile radius and create different ad groups for each town. For
instance, within a 10 mile radius of leicester, Google identified
the following additional places (see opposite) 1. Barrow upon Soar
2. Mountsorrel 3. Rothley 4. Syston 5. Belgrave 6. Oadby 7. Wigston
8. Kibworth Harcourt 9. Blaby 10. Cosby 11. Sapcote 12. Enderby 13.
Kirby Muxloe 14. Newbold Verdon 15. Groby 16. Markfield
Slide 16
Click the logo for more help KEYWORD SWIPE FILE 1.LOCATION
CAMPAIGN (continued): So in this example, our Location Campaign
would include an ad group for Leicester and 16 other ad groups for
the towns identified. The reason why we do this is because through
our tests we know people tend to type in their own
town/suburb/village when looking for an accountant, CPA or
bookkeeper. Your Location campaign should therefore contain a
number of different ad groups for each town/suburb/village. For
each ad group you need to remember to change the town in each
keyword. Googles helpful location feature showing a 10 mile radius
and the other towns within it. Each town will have its own ad
group
Slide 17
Click the logo for more help KEYWORD SWIPE FILE: Location
Keywords [accountancy companies leicester] [accountancy firm in
leicester] [accountancy firm leicester] [accountancy firms in
leicester] [accountancy firms leicester] [accountancy in leicester]
[accountancy near leicester] [accountancy practice leicester]
[accountancy practices in leicester] [accountancy leicester]
[accountant in leicester] [accountant near leicester] [accountant
leicester] [accountants in leicester] [accountants near leicester]
[accountants leicester] [accounting companies leicester]
[accounting firm in leicester] [accounting firm leicester]
[accounting firms in leicester] [accounting firms leicester]
[accounting in leicester] [accounting practice leicester]
[accounting practices in leicester] [accounting leicester]
[certified accountant in leicester] [certified accountant
leicester] [certified accountants in leicester] [certified
accountants leicester] [chartered accountant in leicester]
[chartered accountant leicester] [chartered accountants in
leicester] [chartered accountants near leicester] [chartered
accountants leicester] [leicester accountancy business] [leicester
accountancy companies] [leicester accountancy] [leicester
accountants] [leicester accounting businesses] [leicester
accounting firm] [leicester accounting firms] [leicester
accounting] [leicester certified accountant] [leicester chartered
accountant] [leicester chartered accountants] [accountancy
companies in leicester] [accountancy practice in leicester]
[accounting firms near leicester] [leicester accountancy firms]
[leicester accountancy practice] [leicester accounting companies]
[leicester certified accountants] "accountancy companies leicester"
"accountancy firm in leicester" "accountancy firm leicester"
"accountancy firms in leicester" "accountancy firms leicester"
"accountancy in leicester" "accountancy near leicester"
"accountancy practice leicester" "accountancy practices in
leicester" "accountancy leicester" "accountant in leicester"
"accountant near leicester" "accountant leicester" "accountants in
leicester" "accountants near leicester" "accountants leicester"
"accounting companies leicester" "accounting firm in leicester"
"accounting firm leicester" "accounting firms in leicester"
"accounting firms leicester" "accounting in leicester" "accounting
practice leicester" "accounting practices in leicester" "accounting
leicester" "certified accountant in leicester" "certified
accountant leicester" "certified accountants in leicester"
Click the logo for more help KEYWORD SWIPE FILE: Location
Keywords [cpa in leicester] [cpa near leicester] [cpa practice
leicester] [cpa practices in leicester] [cpa leicester] [cpa in
leicester] [cpa near leicester] [cpa leicester] [cpas in leicester]
[cpas near leicester] [cpas leicester] [leicester cpa business]
[leicester cpa] [leicester cpas] [leicester cpa businesses]
[leicester cpa firm] [cpa companies in leicester] [cpa practice in
leicester] [cpa firms near leicester] [leicester cpa firms]
[leicester cpa practice] [leicester cpa companies] "cpa companies
leicester" "cpa firm in leicester" "cpa firm leicester" "cpa firms
in leicester" "cpa firms leicester" "cpa in leicester" "cpa near
leicester" "cpa practice leicester" "cpa practices in leicester"
"cpa leicester" "cpa in leicester" "cpa near leicester" "cpa
leicester" "cpas in leicester" "cpas near leicester" "cpas
leicester" "leicester cpa business" "leicester cpa" "leicester
cpas" "leicester cpa businesses" "leicester cpa firm" "cpa
companies in leicester" "cpa practice in leicester" "cpa firms near
leicester" "leicester cpa firms" "leicester cpa practice"
"leicester cpa companies" +cpa +companies +leicester +cpa +firm +in
+leicester +cpa +firm +leicester +cpa +firms +in +leicester +cpa
+firms +leicester +cpa +in +leicester +cpa +near +leicester +cpa
+practice +leicester +cpa +practices +in +leicester +cpa +leicester
+cpa +in +leicester +cpa +near +leicester +cpa +leicester +cpas +in
+leicester +cpas +near +leicester +cpas +leicester +leicester +cpa
+business +leicester +cpa +leicester +cpas +leicester +cpa
+businesses +leicester +cpa +firm +cpa +companies +in +leicester
+cpa +practice +in +leicester +cpa +firms +near +leicester
+leicester +cpa +firms +leicester +cpa +practice +leicester +cpa
+companies
Slide 20
Click the logo for more help CAMPAIGN 2 GENERAL CAMPAIGN
Slide 21
Click the logo for more help KEYWORD SWIPE FILE: General
Keywords 2. GENERAL CAMPAIGN: There are 571 keywords organised into
22 ad groups. Theres no need for you to do anything else with these
keywords. Look at each ad group and decide if the keywords in it
are suitable for your firm (most will be) The ad group name is at
the top of each set of keywords (and are listed opposite for your
convenience) 1. Accounting Firm 2. CPA Firm 3. Accounting Practice
4. Small Business Accountant 5. Small Business CPA 6. CPA 7.
Chartered Accountants 8. Accounting Services 9. Accountant For
Start- Ups 10. CPA Services 11. Management Accountant 12. CPAs For
Start-Ups 13. Tax Advice For Start-Ups 14. Business Tax Advice 15.
Accounting Consultants 16. Accounting Organisations 17. Outsourced
Accounting 18. Online Accountants 19. Financial Consultants 20.
Accountancy Fees 21. Cashflow Consultants 22. Turnaround
Consultants
Click the logo for more help KEYWORD SWIPE FILE: General
Keywords 4. Small Business Accountant +accountancy +for +small
+business +accountancy +services +for +small +businesses
+accountant +small +business +accountant +for +small +business
+accountants +for +small +business +accountants +small +business
+accountants +for +small +businesses +accounting +and +small
+business +accounting +for +small +businesses +cost +of +accountant
+for +small +business +small +business +accountant +fees +small
+business +accounting +small +company +accounting [accountancy for
small business] [accountancy services for small businesses]
[accountant small business] [accountant for small business]
[accountants for small business] [accountants small business]
[accountants for small businesses] [accounting and small business]
4. Small Business Accountant [accounting for small businesses]
[cost of accountant for small business] [small business accountant
fees] [small business accounting] [small company accounting]
"accountancy for small business" "accountancy services for small
businesses" "accountant small business" "accountant for small
business" "accountants for small business" "accountants small
business" "accountants for small businesses" "accounting and small
business" "accounting for small businesses" "cost of accountant for
small business" "small business accountant fees" "small business
accounting" "small company accounting" 5. Small Business CPA +cost
+of +cpa +for +small +business +cpa +and +small +business +cpa
+services +for +small +businesses +cpa +small +business +cpa +for
+small +business +cpas +for +small +business +cpas +small +business
+small +business +cpa +small +business +cpa +fees +cpas +for +small
+businesses [cost of cpa for small business] [cpa and small
business] [cpa services for small businesses] [cpa small business]
[cpa for small business] [cpas for small business] [cpas small
business] [small business cpa] [small business cpa fees] [cpas for
small businesses] "cost of cpa for small business" 5. Small
Business CPA "cpa and small business" "cpa services for small
businesses" "cpa small business" "cpa for small business" "cpas for
small business" "cpas small business" "small business cpa" "small
business cpa fees" "cpas for small businesses"
Click the logo for more help KEYWORD SWIPE FILE: General
Keywords 9. CPA Services [cpa services] [cpa service] [cpa
services] [business cpa services] [outsourced cpa services]
[services cpa] [cpas services] [cpa business services] [cpa
services for business] +services +cpa +cpa +services +cpa +service
+business +cpa +services +cpas +services +outsourced +cpa +services
+cpa +business +services +cpa +services for +business +chartered
cpas +services "cpa services" "cpa service" "cpa services" 11. CPA
Services "business cpa services" "outsourced cpa services"
"services cpa" "cpas services" "cpa business services" "cpa
services for business" 12. Management Accountant [management
accounts] [management accounting] [management accountant]
[certified management accountant] +management +accounting
+certified +management +accountant +management +accountant
+management +accounts "management accounts" "management accounting"
"management accountant" "certified management accountant" 10.
Accountants For Start-Ups "start up business accountants"
"Accountancy for start up businesses" "Accountancy for start ups"
"Accountancy for start-up businesses" "Accountancy for start-ups"
"Accountancy for startup businesses" "Accountancy for startups"
"Accountants for start up businesses" "Accountants for start ups"
"Accountants for start-up businesses" "Accountants for start-ups"
"Accountants for startup businesses" "Accountants for startups"
"start-up business accountants" [start up business accountants]
[Accountancy for start up businesses] [Accountancy for start ups]
[Accountancy for start-up businesses] [Accountancy for start-ups]
[Accountancy for startup businesses] [Accountancy for startups] 10.
Accountants For Start-Ups [Accountants for start up businesses]
[Accountants for start ups] [Accountants for start-up businesses]
[Accountants for start-ups] [Accountants for startup businesses]
[Accountants for startups] [start-up business accountants] +start
+up +business +accountants +startup +business +accountants
+Accountancy +for +start +up +businesses +Accountancy +for +start
+ups +Accountancy +for +start-up +businesses +Accountancy +for
+start-ups +Accountancy +for +startup +businesses +Accountancy +for
+startups +Accountants +for +start +up +businesses +Accountants
+for +start +ups +Accountants +for +start-up +businesses
+Accountants +for +start-ups +Accountants +for +startup +businesses
+Accountants +for +startups +start-up +business +accountants
Slide 26
Click the logo for more help KEYWORD SWIPE FILE: General
Keywords 13. CPAs For Start-Ups "start up business cpa" "startup
business cpas" "cpa for start up businesses" "cpa for start ups"
"cpa for start-up businesses" "cpa for start-ups" "cpa for startup
businesses" "cpa for startups" [start up business cpa] [startup
business cpas] [cpa for start up businesses] [cpa for start ups]
[cpa for start-up businesses] [cpa for start-ups] [cpa for startup
businesses] [cpa for startups] +start +up +business +cpa +startup
+business +cpas +cpa +for +start +up +businesses +cpa +for +start
+ups +cpa +for +start-up +businesses +cpa +for +start-ups +cpa +for
+startup +businesses +cpa +for +startups 14. Tax Advice For
Start-Ups "tax advice for start up businesses" "tax advice for
start-up businesses" "tax advice for startup businesses" "tax
advisers for start up businesses" "tax advisers for start-up
businesses" "tax advisers for startup businesses" "tax advisor for
start up businesses" "tax advisor for start-up businesses" "tax
advisor for startup businesses" "tax advisors for start up
businesses" "tax advisors for start-up businesses" "tax advisors
for startup businesses" [tax advice for start up businesses] [tax
advice for start-up businesses] [tax advice for startup businesses]
[tax advisers for start up businesses] [tax advisers for start-up
businesses] [tax advisers for startup businesses] [tax advisor for
start up businesses] [tax advisor for start-up businesses] [tax
advisor for startup businesses] 15. Business Tax Advice "small
business tax" "small business tax advice" "tax advice for small
businesses" "tax accountants for small business" "tax advice for
small companies" "small business tax advisers" +small +business
+tax [small business tax] [small business tax advice] [tax advice
for small businesses] [tax accountants for small business] [tax
advice for small companies] [small business tax advisers] +small
+business +tax +small +business +tax +advice +tax +advice +for
+small +businesses +tax +accountants +for +small +business +tax
+advice +for +small +companies +small +business +tax +advisers 16.
Accounting Consultants "accounting consultants" "accounting
consultant" "accounting consuntancy" "accounting consultancies"
[accounting consultants] [accounting consultant] [accounting
consuntancy] [accounting consultancies] +accounting +consultants
+accounting +consultant +accounting +consuntancy +accounting
+consultancies
Click the logo for more help CAMPAIGN 3 BRAND CAMPAIGN
Slide 31
Click the logo for more help KEYWORD SWIPE FILE: Brand Keywords
3. BRAND CAMPAIGN: Since the Brand campaign relates to the name of
your firm, you will need to create your keywords based on the
following criteria Lets say your firm is called Smith & Co
Accountants. Your keywords would be smith & co accountants
smith co smith & co smith and co smith accountants smith
chartered accountant If youre a CPA you may also add smith & co
cpa, smith cpa. So these are your broad match keywords DO NOT ENTER
THESE. Youd want to add the equivalent phrase and exact match
keywords like this (NOT modified broad this time) EXACT MATCH
[smith & co accountants] [smith co] [smith & co] [smith and
co] [smith accountants] [smith chartered accountant] PHRASE MATCH
smith & co accountants smith co smith & co smith and co
smith accountants smith chartered accountant
Slide 32
Click the logo for more help CAMPAIGN 4 COMPETITOR
CAMPAIGN
Slide 33
Click the logo for more help KEYWORD SWIPE FILE: Competitor
Keywords 4. COMPETITOR CAMPAIGN: Since the Competitor campaign
relates to the names of your competitors, you will need to create
your keywords. Simply write down all your main competitors. Better
still, go to your yellow pages or local directory (or search on
Google) and write down the name of EVERY competitor. Then for each
one in turn create the phrase and exact match keywords exactly as
you did for your Brand keywords on the previous page. With a
Competitor Campaign you can ethically steal traffic from your
competitors!
Slide 34
Click the logo for more help SUMMARY IMPLEMENT
Slide 35
Click the logo for more help IMPLEMENTATION IMPLEMENTATION IS
THE KEY TO SUCCESS: You now have all the keywords, ad groups and
campaigns youre ever going to need for your accounting, CPA or
bookkeeping firm. Whats important now is you apply them to your own
AdWords campaign. We can assure you, when you do, youll see a
significant increase in targeted traffic. Of course, as you know,
theres much more to AdWords than just keywords, ad groups and
campaigns. For example, to optimise your results you need to
understand How to create ads that get the click The key to your
success is implementation!
Slide 36
Click the logo for more help IMPLEMENTATION Apply the right
settings to your account (where many mistakes are made) Increase
the size of your ad with sitelinks (they also force competitor ads
further down the page!) Positioning your ads in the right place
(this alone can either amplify or destroy your campaign) Using
location targeting to optimise clicks How to split test your ads to
increase clicks (and how many ads you should test at once) The
critical importance of negative keywords and why you MUST include
them in every campaign Even with the right keywords, ad groups and
campaigns, its easy to make mistakes that can result in poor
performance. Be careful!
Slide 37
Click the logo for more help IMPLEMENTATION and tailor all
these variables to your own accounting, CPA or bookkeeping firm!
Yes, Google is a complex advertising medium, but when you really
know what youre doing, it is a stunning practice growth tool. You
can get all the answers youll ever need and build an amazingly
successful campaign for your firm with our Google AdWords Execution
Plan. For a limited time were making it available to our community
for just 7 (normal price 97) The Google AdWords Execution Plan
(exclusive to accountants, CPAs and bookkeepers) is available for a
limited time for just 7.
Slide 38
Click the logo for more help IMPLEMENTATION its the A to Z of
setting up your AdWords campaign from start to finish, with
absolutely everything youll ever need to create a successful
campaign for your accounting, CPA or bookkeeping firm. This is the
EXACT SAME detailed execution plan our own Certified AdWords team
use to set up our members campaigns (who pay us hundreds each
month)! But hurry, this special price wont be around for long. You
can get all the details here Google AdWords Execution Plan Get the
Google AdWords Execution Plan for just 7 now!
Slide 39
Click the logo for more help PUBLISHED BY Whats Working Now (an
Academy For Growth Company) Suites 1-10 Springfield House Water
Lane, Wilmslow United Kingdom SK9 5BG www.WhatsWorkingNow.club For
Accountants, CPAs and Bookkeepers AS SEEN ON Copyright 2015 Academy
For Growth Limited. All Rights Reserved. May be shared with
copyright and credit left intact.