Connect Your PPC Ads To ServiceTitan?? Introducing: Marketing Pro Ads

What's going on everybody? It's Richard Kohberger here, the blue collar nerd. And in this video I'm going to be showing you the first phase of the latest module within the Marketing Pro suite, which is Marketing Pro Ads. This allows you to integrate your Google Ads account directly with ServiceTitan. And this solves two major problems for tracking PPC or pay per click performance. First of all, it allows us to see the individual performance of all of our PPC campaigns versus just having one PPC campaign bucket. Plus, within all of those campaigns, we'll be able to see in Service Titan new metrics such as impressions, clicks, leads, cost per lead book, jobs ran jobs, cost per ran jobs sold jobs, and more. Now the other main problem that it solves is that the cost that we are attributing to these PPC campaigns will always be up to date and accurate. So you know how in Service Titan, in order for it to calculate an ROI for your marketing campaigns, you need to input the cost per month because we can't calculate ROI without knowing how much we're spending. But for ppc that's pretty difficult because you set a budget, but you're not necessarily going to be using all of that budget. And it's dynamic, things change and it can just be really complicated to keep that up to date. So now you don't have to. That information will be pulled directly from Google Ads and we're able to know specifically which PPC campaign the customer called in from by using something called DNI or dynamic Number insertion. And I'll get more into that later. So to set this up, you're going to go to Settings Integrations and Marketing Integrations and there you'll see Google Ads, Google Analytics and Dynamic Call Tracking. And it's important to note here, you do have to set up all three of these things in order for this to work. So step one, you're going to add your Google Ads account. Once that's been authenticated, all of your PPC campaigns get pulled in and corresponding Service Titan campaigns will be created for them. That way you always have a one to one mapping of your PPC campaign and the corresponding campaign over in ServiceTitan. And do note that after this initial setup, any new PPC campaigns that you create over in Google Ads, those are automatically going to sync to Service Titan and create a corresponding Service Titan campaign automatically. Okay, next we link our Google Analytics account again. Once that's authenticated, you will link all of the properties that you're trying to pull in. So if you only have one location, you'll most likely only see one property here and then you need to select a Google Analytics view for that selected property. So basically because this is a two way connection, service titan can push information over to Google Analytics. And so Google Analytics is now going to have insight into new metrics such as revenue that you made off of certain PPC campaigns. And what you're selecting here is what view, what filtered view over in Google Analytics that you want to push that information to. You might only have one. If so just pick that one. If you have multiple, select whichever one you use the most. Or if you have multiple options here and you just don't know which one to pick, and this is something you're completely unfamiliar with, but you're working with an ad agency, then talk to them and see which view that they would prefer this information be pushed to. Okay, and finally, we need to set up dynamic call tracking. This is what I was talking about back at the beginning of the video. This is that DNI or dynamic number insertion. And this is really the secret sauce that makes all of this work. So typically in order to know which campaign somebody has contacted us through, we, we use a tracking number. But with ppc, well, we have multiple campaigns, but they all lead to our website. And our website only has one phone number. So then how are we going to know if somebody got to that website from PPC Campaign A vs. PPC Campaign B vs. Just from an organic listing. And that is where dynamic number insertion comes in. So dynamic number insertion inserts a specific tracking phone number on onto your website dynamically for a specific person who just clicked on one of your campaigns and that phone number, that is that specific person's phone number for the duration of the time that they stay on your website. So as soon as a visitor clicks your Google Ad, a phone number is going to be inserted onto the website. And service titan and Google Ads are now watching that phone number, waiting for a call to come through that phone number for the duration of the time that that person is visiting your website is temporarily attributed to that specific ad campaign that they clicked on. Once their session ends, they leave the website, then that number is recycled. It's no longer their specific number. It's going back into the bucket for another person who's going to visit your website. So let's say we've got Jordan over here and we've got Jessica over here and they both click Google Ads to get to your website. They're going to see two completely different phone numbers. Those phone numbers are Their phone numbers. Jordan's got one, a special Jordan phone number. And Jessica's got one, a special Jessica phone number service that new Google Ads are watching, waiting, seeing if they call. And then eventually after they leave the website, those phone numbers are no longer their phone numbers. They just go back into the bucket and are ready to be redistributed to new website visitors. Hopefully that makes sense. So here's what we need to do in order to set that up. So under dynamic call tracking, we're going to click add new. You're going to enter your website domain and it is important that you enter your website domain exactly as it appears. So it's best to actually just go to your website homepage directly and then copy and paste that. And it makes a difference whether or not the www.is in front of it. And different websites will handle that differently. So just go to the website and copy and paste it to make sure it's exact. Next you're gonna enter in the phone number that is listed on your website. This is the phone number that's going to be dynamically replaced. Then on the next step you're gonna see this block of code. This is a JavaScript snippet that needs to go on your website. This part is best handled by a professional. So if you work with a web agency, provide this code to them. There is also a guide here though, if you do handle your own website. All right, and next we need to enter in a pool of 25 tracking numbers. You can add 25 toll free numbers instantly in mass with this button right here. But if you want local numbers, you will have to put those in one by one. Then on that next step, you're going to run a quick test and assuming everything is set up properly, then that test should come back successful and you should be good to go. So now let's go take a look at some of the data that we have available to us now that this is set up. So here we are. On our ads dashboard you can see some of those metrics that we talked about earlier. At the top we have marketing revenue, marketing cost, and our expense to income ratio. Expense to income, that's a very important metric. That's how much money you're spending versus how much money you're making. If it's over 100%, you're losing money. Under that we have funnel metrics. So the funnel is everything from impressions to clicks, all the way down to closing a job, running a job, collecting the revenue. So you can see your impressions, your clicks, your Web sessions. You have your ads performance section where you can see how many leads are being brought in, how many jobs you're actually running from those leads. Your cost per lead, your cost per ran job. You have this performance chart that kind of shows you how things are changing over time. And then down towards the bottom you have this table where you can see performance of individual campaigns as well as the individual units within those campaigns, AKA ad groups. And this table is where you're really going to be able to drill in and find some wasted spend. So first of all, you can look at your expense to income ratio and see anything that's over 100%, you know you're losing money on that, so you might want to stop that particular campaign or ad group so that that budget can get allocated to ones that are more effective. But you can also see other great insights here that help you identify wasted spend. For example, maybe a certain campaign or ad group is bringing in a lot of clicks and maybe even a lot of leads, but you're not booking a lot of jobs off of it. Well, then that should lead you to start listening to some phone calls that are coming in from that campaign to understand what the problem is. Maybe there's some CSR training that needs to happen. Maybe a lot of the customers coming in from that campaign are customers that are outside of your service area or looking for services that you don't provide or something. Now, underneath that table we have performance by geography, where we can see our ad performance broken down by zip code. And under there we have lead quality metrics. So here we can see of all of the inbound calls that are coming in from these ads, how many of them are actually opportunities? We can also see a quick call reason report to see the reported call reason for any jobs that didn't book. We can see the average job value and we're even able to see how many customers calling in are new customers versus existing ones. And do keep in mind that you have filters at the top of the page here. So if you just wanted to see all this information for one single campaign, you could just filter down for that. And while all of this data is super valuable and all of this is super exciting, this is just the first stop of the train. The next stop on the train is going to be a new Titan intelligence project called Ads Optimizer, which at the time of me releasing this video, is in closed beta. Now, the Optimizer is going to do a few things, but the two most important. Number one, it's going to feed your revenue data back to Google Ads and that is going to unlock new potential bidding strategies for you over in Google Ads. So Google Ads has a smart bidding algorithm and by default that algorithm is tuned to optimize for maximizing calls, because that's all that it can do. Because by default, it has no way of knowing if one call is better than another. It has no idea if this phone call made you a bunch of money while this phone call didn't. But if you start feeding revenue data back to Google Ads, then it has that information and you can start optimizing for revenue. So feeding in the revenue data, that's great. That unlocks new bidding strategies that you or the ad agency that you work with can use. Or you could also flip this switch right here. Optimize bid strategy. Now, what this does is it automatically runs a tournament of different bid strategies against each other to determine which the best one is for you. Now again, what I'm talking about here, the optimizer that's not out yet, that's enclosed beta at the time of me releasing this video. But I do just want to go ahead and point out that if you are working with an ad agency, make sure you talk to them before flipping that optimized bid strategy switch that is going to start affecting your bid strategies over in Google Ads. And if you're working with an agency, you're going to, you know, I'm sure they'd like to have a conversation with you first before you go and start messing with stuff. But even Optimizer is not the last stop for this train. There is a ton of opportunity here for some really impactful automation, but this is just step one. We just need to get on the train by getting this information separated in Service Titan and seeing the individual performance of all of our different ad campaigns. Anyways, that's all I got for today. I hope you're excited to see where this train goes. I know I am. But be sure to hit like if you liked this video and found it valuable, be sure to subscribe to service Titan's YouTube channel. If you haven't done that already, hit that bell icon so that YouTube notifies you anytime we upload a new video. And hey, you don't have an existing customers campaign, do ya? If you do, might want to check out that video. Appreciate it. Peace.