As a follow-up to the previous Google Ads episode, Rob breaks down the structure of a Google Search Text Ad and his strategy when writing those ads. He also explains the keyword pruning process and cautions blindly accepting Google’s Recommendations.
For more information about Funeral Results Marketing, check out our Funeral Home Website section, Cremation Arrangement section or Digital Marketing Services section on our website or contact Rob at firstname.lastname@example.org or at 1-800-810-3595.
See the complete transcript here:
Welcome back to the Funeral X Podcast. I am Rob Heppell and I’m joined with my Funeral Results Marketing business partner, Jake Johnson. Hey there, Jake.
Hey, I know last time we kind of went deep into setting up your Google ads account and that’s only about… Well, it’s less than half of it, but I think it’s a good solid half for people trying to understand how it works. And I hope that by giving them some of this information, they won’t make some mistakes that I see there, or probably our ultimate goal will be for them to just have us do it.
Well, I think it was awesome. I think there’s so much to talk about in it and how it when done right, how it helps and then to understand also when it’s going right but you haven’t in the last episode, the negative keywords and things that you discussed. You can feel like you’re having lots of success but you’re spending too much getting it. So I think it was some great comments there and I look forward to diving further, man. Lay the knowledge.
Okay. Well, and again, just so that we’re… Just to frame this, this is basic stuff. We can get into down the road, very intricate things where you’re pulling in a ton of different conversions and that conversion tracking. Generally speaking, you need a solid foundation, so we’re going to just cover those things and… We’re today too, we’re going to really cover to make sure that Google’s not stealing money from you and putting it solely into their pockets.
Then what today we’ll focus on is the ad creative, so creating the ads that people see when they search. And then we’ll talk about keyword maintenance and account maintenance and recommendations.
Folks have to realize that an ad is just one part of the process. So our path to success is going to first get in front of the person looking for a funeral home or a cremation provider, and that’s what the ad does.
So by all the things we talked about in the last episode, we now are at least up to the plate. We’ve got a chance to get in front of these people and the ad is going to move them to the next step. So part one is having the ad. Part two then is wherever we send them, so the landing page on the website. When they’re on that landing page, there needs to be a compelling offer. So we don’t want to get them too confused, don’t put them on the homepage of the funeral home website because there are too many things going on. There are obits, there are directions, there are donations, there’s about us and all that and pre-planning. If this for at-need when someone’s typing in funeral homes, Phoenix, Arizona, there’s a good chance that they’re looking for a listing of businesses.
Just like I like to say… And before it used to be great because we could be so granular. We could put funeral home and bid less on it than funeral homes because funeral home, usually is attached to Johnson Funeral Home, singular, whereas for funeral homes, usually it would be funeral homes in Scottsdale. So just if I wanted to go out for Chinese food and there’s a specific restaurant, in Victoria, I would type in Golden Palace, Chinese restaurant, singular. And if I wanted to, I don’t know where to go so I might type in Victoria Chinese restaurants, plural.
Now, unfortunately, Google doesn’t really allow us to be that granular because they say, “Well, those are variants of each other. So we’ll just consider them the same, whether it’s funeral home or funeral homes.” So then we get them onto the page where we want to communicate them further. We want to have what marketers we call a compelling offer. So if it’s an online cremation business, we want to let them know approximately what the price is going to be, what are the next steps.
And then the final part is we want them to complete the call to action. So the call to action on a funeral home website might be to then pick up the phone and dial in. Usually, people aren’t filling in first-call information on a funeral home to notify the funeral home as a first call, but on a cremation website that to complete the call to action is to start the arrangement process. So the ad is just one part of it. This can go through to…
Sometimes, we have found this out where step one might be perfect. Step two might be great and then if the call to action is to phone and it’s after hours and it goes to an answering service that isn’t great at talking to people about funerals, that could be the weak part of the link. So it’s not the ad. It’s not the page. It could be whoever’s or whoever has the skill on the other end of the line if that’s the call to action so all three of those have to work together.
When we look at the ad, we have our headlines and Google now allows us to have three headlines and they are switching away as they’re trying to take more control away from us instead of our standard text ad that has three headline lines, which have 30 characters each. They’re now wanting us to have responsive text ads, which are going to have headlines, 30 characters each, but have up to 15 of them and then they can choose which one is first, second, and third.
They only show three and I don’t really trust Google, just because we’ve talked about this before of what they think a conversion is versus what we think a conversion is. But when we’re looking at the headlines, there are a few things, first of all, in all advertising, print advertising. If there’s a headline, the headline is the ad for the ad. So the headline has to be written well enough for them to continue on. And what I like to do is I like to use that to ask questions, so I’m trying to get little yeses throughout the whole process and I’ll have, “Has someone passed away?” would be the first question and I’ve had a number of clients say, “You know what, I really don’t like that.” And I’m like, “Well, we’re trying to prevent people from clicking your ad that someone hasn’t passed away.” If someone’s just Googling the name of the funeral home and they see the funeral home’s ad, but it says, “Has someone passed away?” Or “Do you need a funeral home?” Or “Has a death occurred?” And if it hasn’t, they’ll scroll past that ad, they won’t click on the ad.
So the headline can also be a bit of a deterrent because we really want those ads to only be clicked on if someone is wanting to do business with the funeral home. But we see a number of people, funeral homes will put in just the name of the funeral home, I was doing a market analysis for our client and we were looking at what the other people were advertising and they’re saying, “Started in 1875.” Well, that doesn’t matter today, especially, I think it would actually be more negative because that’s not really adding value in the process of getting the people to click. They’re not going to just do business with whose been around the longest. If they’re searching, then there’s not really a loyalty component there. I think you could use a better message because you only have 30 characters per headline and I’d rather use that limit to compel them to click the ad.
Well, and I think… So the dangers today of having everything readily accessible to you is that… And the wizards, quote, I put in quotes, wizards that are within the apps, the apps within the wizards within the apps that help you kind of set up things. I was having a discussion earlier today about focusing on what matters, where is your best to spend your time, and then that thing should be and what you’re good at. And you can’t be good at everything, if you think about what you do at a funeral business, you take care of families. I’m almost certain you’ve probably done it your whole life and you’re good at it, you’re damn good at it is what I was going to say.
And marketing, like Google and some of these other apps make you feel comfortable, that’s what they want to. And rightfully so, they’re trying to make it easy of use but you don’t want to let that cloud your judgment on the fact that there are people and companies that do that every day. And I think about before Google or even when it was coming out, most likely you were going right to your marketing company and having them vet it out and you were taking the principles that you established when you first did a review of your addressable market and everything. So that when you created that messaging to your point, then it had an exact purpose and an outcome you were looking for rather than just saying that you started in the 18 hundreds or whatever. So I think there’s just a lot to it that gets passed up when it seems so easy to just do it yourself and that’s a big mistake and you end up spending a lot more money that ends up not going anywhere too.
They’re thinking, “Oh, I just need to fill that in.” So it’s kind of lazy. “Oh, well it’s a fact, but it’s… I forget which marketer said this, but when you’re building your ad, when there’s a headline, just say, “So what? So what does that mean?” How is that helping?
So we look at these things and make sure that there’s good information there and we eliminate information that would not have a good response to the so what question. And also now, especially with online cremation and if you’re in that price-sensitive market to put your prices in there, we can see it. I was just looking at a major market, even though in the finer print, you could see what the price is and there were for our client, there were actually, they weren’t the least expensive but the people who were the least expensive didn’t even have their price in the app.
So I just thought like, “That’s weird. Why would they not do that?” So anyway, it’s better for us and for our client because then we can capitalize on that. So there are your headlines and then you’ve got your description. And then the descriptions are two lines of up to 90 characters and this is where you can talk a little bit more, have a bit more of a call to action where we want them then to take the next step. And so for our text ads, they are two lines of 90 characters each and then for the response of ads, they are up to four lines of descriptions of 90 characters each.
And there’s a big… This will date this a little bit, but in June they are doing away with the expanded text ads and only with your responsive text ads, meaning they’re going to have more control. They’re not taking away expanded text ads yet. You’re just not going to be able to edit them or add new ones. So we’re in the process now of really fine-tuning all of our expanded text ads and also having responsive text ads. And then we can see though, which one is doing better, is our ads doing better, or the ones where Google has a bit more control overcome.
So in those descriptions, we want to have the CTAs, the calls to action. So maybe it’s “download our resource kit” and it’s funny because again, some people just put the words in there. We’ve seen with clients and talking to clients, they’ll say, “We get a lot of phone calls through these ads and when examining it closer, one of our descriptions was to call.” So you’re are just like what the marketers will tell you, “Click this link,” they’ll spell it right out. So our words are very powerful when we’re writing out those descriptions, we want to make sure that we’re telling them kind of what to do. Now, Google doesn’t allow you to say “Click the ad,” but you can say call and we’ve got clients that are really good on the phone. If they get someone on the phone, they’re going to win the call. So we’ll actually move our communications, our dialogue in the ads, especially in the descriptions to more of phone or call where we’ll have others where we’re going to direct them to the website.
So we might use other strong verbs like compare our prices or read our consumer awareness guide, things like that. Then we’re actually telling them what to do. The goal of the ad is only to win the click. We’re not trying to win the first call right here, that’s on the next step. That’s on the landing page. That’s the bulk of the headlines and the description.
Then we go to the ad extensions and we talked about this a little bit last time where Google has given us all these tools and they then give us an ad rank based on the three factors, which are going to be our bid prices, what our ad formats are, are we using all those tools, what’s our clickthrough rate? So we want to use some of these as much as we can but we have to be careful. So with these ad extensions, so there are the site link ones and the site link ones actually have specific links going to different parts of the website and sometimes they stand out. So you might see in an ad, might see four phrases with links to them. Sometimes though you might have your ad is so big, it might have four site links with actual descriptions underneath them, and that space almost takes as much of as your three headlines and your two descriptions.
But what you need to be careful of, again, you can’t be lazy and think, “Okay, I’m doing cremation. So I’m going to link the person to our urns.” Or I’ve seen people putting a link to the obituaries and we’ve talked about that before, you get so much free traffic of people coming to look at obituaries. You never want to pay for that traffic, you don’t have those links in there. And then two, and we’ve talked about the brand campaign, so that brand campaign, even though they’re looking for your business, that’s one of the ones that we’re going to say, “Has someone died?” because we really want them to, unless someone has died, we want to them to scroll past that. And these ads actually look quite sparse because we don’t want them to click on other reasons to contact the funeral home.
So we have very specific site links. And then we have the callouts and the callouts are just text. So they’re just statements that they’re not clickable could. So you could say, “No hidden fee guarantee” or “Satisfaction guarantee available 24 hours a day.” And they’ll show sometimes three or four of these. So sometimes they’re a way of getting a message across, but they’re not going to then link to a specific area.
Then we have structured snippets. So that’s maybe if you have your service catalog, it could be for the funeral home. It could be funeral services, celebrations alive, memorial receptions, direct cremation, and again, these are not clickable.
One of the newer ad extensions now is the image extension and you can actually then put in a picture. So it can be like a nondescript picture or like a very basic picture. So maybe of a dove or some flowers, or if it’s cremation, maybe an urn. But it can’t be your logo, it can’t have any words on it. You have to be very careful. The benefit of these image ads is that it immediately catches someone’s attention when they see it and it’s not open to anyone, depending on the history of your account, you’ll be offered this or not.
Then there’s the call extension. So that’s where you have your funeral home’s phone number or online cremation phone number. And what we’ll do with our higher-level clients is actually use a call tracking service, so we put in a call tracking number. It’s not just the phone number where we can then track the phone call and it’ll just forward to the regular funeral home number, but this will record it as well. So we can… That part three of the success path, we can see if we’re getting people not handling that caller well on the phone, but what it also does, especially with… Well, I know with our websites, Jake, using WordPress, it will actually swap that number throughout the website.
So maybe they have their usual phone number and you went through just organic search and you saw the phone number that the company’s had ever since they started. If they’ve gotten to the website through the ad, this system, and we have to set it up, it will actually swap out the phone number with this call tracking number. So maybe they click the click to call in the ad and it’ll get tracked that this is a phone call or if they go to the website and then phone, it will still be attributed to that and we could see like, “Oh, this phone call actually came through a Google ad.”
Now again, where we wouldn’t want to put the call extension up, again, for our brand if they’re looking for Heppell Funeral Home and not that I would’ve ever done this Jake, but if I’m driving in the car and I need to dial something and I’m trying to either do it through Siri or looking down and hey, once you hit 50, you probably need reading but you shouldn’t be wearing your reading glasses while you’re driving.
You don’t want to have it. So that if I just Google the name of a business and it right there, the top bright click to call, well, now the company’s just paid for my laziness. And so for the brand ad, we don’t want to click to call it because right below that’s going to be their organic listing and their Google business profile where there are lots of opportunities for them to click and call. But otherwise, we would want that.
And then there’s also the location extension. So that’s where your address is shown and we would use that, especially for funeral homes, and we might use them for cremation clients that are maybe in a general vicinity. But sometimes we have clients that are kind of working on the outskirts of the town and they’re trying to get all the business in the city. So we may opt-out because the person might go, “Oh, well, I don’t want to go outside the city limits to the suburbs to do business.” So sometimes we’ll leave that location one out.
And then the last one, there are a few others but the last one that we use for our cremation clients is the pricing one. And sometimes you’ll actually see the price and they’ll be the… You could have your… A lot of our cremation clients have three packages, just cremation, simple cremation, and premium cremation, then those would actually be shown in the ad. So some of these ads can just look like they just take up so much real estate.
Then there are other dynamic extensions that if it’s up to me if I’d rather have control of the ad and not have it put it into Google’s hands. So that’s the makeup of the ads.
Once we get that going and we will continue to test the ads. So we’re tweaking and you have your control ad and then over time, maybe you want to change something, so you’ll duplicate it, make that change and then see which one performs better and then maybe you have a new control ad. So a control ad is your best performing ad and then tweak it a little bit. And then you do the comparison again.
And another big part is during the month, we’ll… Depending again, on the level of service, we’ll be reviewing the keywords. And so kind of an internal term within Google pay per click is like keyword pruning. So we’re going to prune these keywords and we’re going to do one or two things. So we’re going to go into our account and work under the keywords. You can look for… You’ll see your keywords, and then you’ll see another option that’s called search terms and those are the actual terms that people searched. So it’s not necessarily your keyword, it’s the search that triggered your keywords.
And then we can in and look and like, “Hey, this is one of our phrase matches or exact matches, or maybe we will add them to as a phrase match or an exact match.” But also too, this is where we really start to build up the negatives and this is where we discover the example that I talked about, when prince Phillip died, people were searching for Prince Philip’s funeral. Google should have known better than this is something over in England. They shouldn’t really be showing an ad for a funeral home and for some reason, I don’t know, the person clicked the funeral home ad instead of the article on when Prince Phillip’s service is going to be.
So we continually work through that. And again, we continually grow that negative keyword list too, I think it said almost 500 words now. And this will be the final part for today is now Google wants… They keep on giving you recommendations, almost on a monthly basis. When you log in, it’ll show you this optimization score, and obviously, you want to be as close to as a hundred as possible. And it could be maybe last week, it was at 90, 98%, and then this week it’s at 65%. And so they’ve gone through and Google is thinking, “Well, we can do a better job. We’re going to tell this client that they need to do these recommendations.” So part of the problem though, is that Google is always trying to force whoever’s running the account to maximize the conversions or whatever the goal is. And then through their artificial intelligence, they’re going to determine what will get more conversions.
Now, the problem is, and what we talked about last time is that we need to make sure that our definition of a conversion and Google’s definition of a conversion are the same. And we can do that a lot easier with an online cremation, that’s almost like a sealed unit. They search for cremation in Philadelphia and our cremation costs Philadelphia, they land on the website, they start the process, they select and pay. As soon as they land on that success page, that’s going to trigger the full conversion and that’s perfect. That’s what we want.
Now, but we don’t want someone necessarily filling out to contact us form, and we don’t necessarily… It’s a lot harder to track what that phone call was for. So now a phone call in online cremation has probably a better chance of being a legit phone call, but for a funeral home, we’re not having those specific steps where they land on a success page. So they might be checking it out and they’ll be looking around the website and at some point, they may phone, or maybe they’re going to use a live chat, but it’s not as perfect as it would be for pure e-commerce. So you really need to know what’s the conversion that we’ve set up and is it in alignment with what Google thinks? Because most of these recommendations are for them to drive more traffic that they think will get more conversions and if your conversion definition doesn’t align, then they’re going to be giving you crappy traffic. And that’s why I prefer to have as much control as possible over the account. What keywords are being triggered, how the ad is presented.
A number of times, it’s changing the bidding strategies. You can really… If you just say apply or apply all, you might drastically change the direction of how the ad was created. So you need to be careful, you look at the recommendations. So just be careful if it’s a bidding strategy one and because it’s going to be on conversions. I’ve seen this and we talked about this before, so when you’re setting up your campaign, it’s going to say, “What kind of network do you want to advertise on? Do you want to advertise on the search network?” That’s when someone goes into Google and types it into the search engine and you get the results page. And then the other one, one of the other ones is the display network. And that’s where it’s more for banner ads and that would be on some website.
Again, sports websites, news, entertainment, but that person that’s reading the sports column online is probably not looking for a funeral home because someone just died. But what Google does is they’ll take your text ad and present it as a graphic and so it just doesn’t make sense, but it can be activated as easy as this one click.
Yes. I’ve learned that myself and quite frankly, people can get offended if you’re not careful.
Oh yeah, yeah. For sure. Why is this guy advertising here?
Yes. So you need to be careful and that’s why today we’re talking just about at need. And if you want to do a pre-need campaign, that’s totally different. Different mindset. We want people to take a different action. Maybe it’s just to register for a lunch and learn or some seminar and we could do that gently without ruining your reputation by inserting those display graphical ads on different websites.
Also, then they’re always trying to push new keywords and what I’ve seen lately is they’re trying to get you to then bid on keepsake urns and cremation urns. Now you might be able to sell some of these, but really, unless you’re set up for it’s a real pain for the logistics of a funeral home to actually get an online order for an urn. And you need to, first of all, you need to be set up for it because no one who’s searching for keepsake urns is going to go to… They land on a funeral home website and there might be a page, either maybe there’s a flipbook catalog and there’s no way to they’re not going to pick up the phone and then order it by phone from the funeral home. And even if you have an online store set up with urns, you are now competing with very competitive search terms with Amazon and all these other places where people can buy urns.
So just be careful and they make it easy to say apply and they make it difficult, you have to make a couple of extra clicks to dismiss these recommendations. Again, last time we talked about really using our keywords, especially these location keywords. So one of the reasons why we do this, again, in a client’s account this past week, I looked and it said, “Your ads are not being shown for these keywords because your negative keywords are blocking these ads,” and they were from cities. And so I just have the notes here. I’m not going to say who it was, but they were saying, “Remove this negative keyword,” and one of them was a city that was 271 miles to the north. Another one was 186 miles to the south and get this, another one was 3,478 miles to the east, right across the continent.
And it’s just Google, if Google knows all these things, they should know I’m not going to bid on that keyword that’s on the east coast if I’m on the west coast. It’s the frustrating part, Jake, but also that’s what keeps us in business because we’re on it. And if someone was just to say, “Accept all recommendations,” well then they’re going to, ‘Well, why is my budget just tanked?” Because now they’re in markets that they can’t serve.
And you mentioned it, it’s very different from true e-commerce and what we’re selling is highly personal. It’s service-related. It’s not a frivolous purchase or something that you buy on a whim. You have a problem or whatever, and you’re looking to how to solve it. And probably to Google’s defense, they didn’t set up these modules to handle the funeral business because we’re a very small part of the economy, but we’re a very necessary part. And so it just goes to show you how you really need to know how to and how not to use it.
Exactly. Yes because it can be so powerful, especially for e-commerce like online cremation. One of our previous episodes was how we got the Murphy’s started a business from pretty well nothing and it was the online cremation arrangement website and Google ads. You could start getting calls tomorrow. We’ll get clients saying, “I’m not getting any calls,” and we’ll say, “Hey, we let you know your credit card didn’t go through. It got must have gotten compromised.”
It’s that instantaneous, that’s what’s so cool about it.
Yes. And then as soon as it’s fixed, calls started coming back in, it’s neat to see these funeral directors that have been in this very traditional business for a number of years where they can see this has… It’s immediate how you can see immediate results. So anyway, that’s this part and that where we… So there’s setting up your account correctly and then the maintenance of the account and just not to make sure that you don’t get sucked into Google’s recommendations.
It always is a nice conversation with our Google rep when, again, we meet every other week. They’re like, “Oh Rob, we see that… Yes, how come this one campaign is missing its call extensions?” And I said, “Well, that’s actually us doing our job because that’s the brand campaign and we don’t want people to click that ad.” So unless someone had died and they’re looking for that funeral home, we’ll gladly take that.
So there we go, Jake, that’s kind of part two. And again, I hope that gives people just a nice overview of how this kind of works and how complex it is. Hey, people are welcome to give it a shot, but we’re here to help. We find that with our management fee, you’ll make that money back and the efficiencies of the campaign. Because we can get the bids lower, we can get more clickthrough rates, we keep on tweaking it and we can block searches that aren’t going to lead to business so…
And the fun thing for me being a part of it is to see not only the revenue that covers and then some, but when you then take that and determine the sustainability of as it relates to a trend of increased sustainable revenues, what that does to your enterprise value, it makes it so inexpensive. It’s just kind of silly that you wouldn’t do it at that point.
Exactly. And that’s the goal, to here’s where are you getting your business. And it’s always been a question before of loyalty and there’s no science behind how come… If we look back 10 years ago or so, and how everyone usually just had the same amount of market share. It’s kind of mind-boggling how that would work now over time, people, maybe there’s a disruptor in the market and things slowly changed. But now, just your whole over online presence and then more stealth advertising like this, someone could be quite new and really make an impact because not just because you were the dominating force for decades it doesn’t mean that’s always going to be the same. That will continue, but it would slowly erode and I’ve always thought Jake, again, it depends on the market and you probably have a better idea of this.
There are the people that are going to use you or you’re going to get referred to by other people. But there’s this pocket or this segment of maybe it’s 25% of up for grab calls I call them. They’re up for grabs, people are searching for funeral homes in a certain market or cremation costs in a certain market and they’re up for grabs for anyone who can get in front of them. And that’s what we’re… So we’re not going after a hundred percent of the market, we’re just going after the undecided portion of that market.
So there we go, we’ll have this information. People can always read the transcripts, they can go through it and they can just always, if they want to talk to me about it, just go to funeralresults.com/meet, M-E-E-T, and just book a time and we can look at your market and see how we can help you.
Rob, I got just a part in a comment it on it just to my experience with you. Easy for me to say you’re on the phone and it sounds self-serving, but the fact is you’ve been doing this well before most everybody that is doing this in our space. And it’s how I found you based on just the searches I would do you for my own company to come up with your company. And it truly is impactful and there’s definitely an art to it but I would finish with saying that you introduced me to a report that you guys do that funeral results marketing does and what’s cool about it is, let’s say you’re doing Google ads or you’re thinking about it, but let’s focus on the fact that you are doing Google ads and you’ve got somebody doing it.
You’ve got that. you’ve got an online presence report that you do or a health report that you do that I think is very interesting for learning on just… It’s such a good benchmark on just how effective your current campaigns are and I mean, personally, I would encourage everybody to get that done. Just see where you stand, when’s the last time you looked at it to see how effective, what do you call that report?
Yes. There’s our online marketing presence report.
Yes. So it is what it is. It’s a really cool report and it’s really cool actually, even for those that would say, “Well, I’m already doing that.” We’ll get one of these done. I’ll tell you whether it’s being done effectively or not. It’s pretty cool.
And at the upcoming ICCFA and at all of the big conventions that we go to, I’m there with my printer and we run off these reports and it’s funny Jake, because I’ll have someone say, “Hey, can you run the report from me?” And I know that they’re with some other company and then they’ll take the report and walk across the expo hall and say, “How come I’m getting a poor ranking report for my website? How come the page is only loading at like 45%?” Right because it’s all …
What happens is, you know what’s happening. I know you’ll run out of time here, but you know it’s happening. There’s a work that’s gone in upfront, whatever that level is some or better than others. But there’s work that’s put in front, mostly upfront set up these things. And then what ends up happening is it goes into cruise mode. And that’s where the problem is. It’s something that really needs to be monitored, definitely, early on but forever really, because as to all the points you’ve made these last two episodes on how things change and what have you got to stay on top of it. So anyway. Yes…
Because it could easily just dwindle away. And you also have to [crosstalk 00:37:07]
But you’ll keep spending the money.
And sometimes I think this is one of the arguments about when someone’s using an outside marketing company, they have no clue of the things that we covered in the last couple episodes and previous episodes of the uniqueness or the idiosyncrasies of funeral service. And they won’t have an idea about the calls or getting a phone call or blocking the phone number. They just wouldn’t have an idea and they don’t have an idea of the power of the online obituary and things like that. And we get folks that say, “We’re using the local guy, that’s our local business there in rotary and we’re going to use this local company.” And I say, “Oh, that’s fine. But I do let them know,” like, “Hey, just, just for you to be aware, if it starts going in a different direction, then maybe give us a call back.”
And also I find that those companies, it’s kind of the short term because they load up a bunch of other things in it like, “Oh, we’ll rebrand and we’re going to do some videos for you. But by the way, then we’ll redo your website and we’ll redo the… We’ll take over your Google ads,” and that’s fine. But after a while, it’s as you’ve said, Jake, I’m always learning. And new things are coming up, I’m sure they don’t have a master negative keyword list for funeral homes that we’re continually adding and that’s kind of with all the number of clients, this is the benefit – our wisdom of the crowd. When we see this prince Philip keyword bit triggering off our clients’ ads, we might just see it in one account and it’s now stopped through all of the accounts that we match. There’s the benefit of that as well. So don’t usually toot my own horn, Jake, but sometimes it’s good to go with the industry professionals.
Well, it’s what they say. The proof is in the pudding. I’ll come up with a better way to say it because I like pudding but maybe I’ll come up with another word, but you’ve been doing it a long time as a matter is the fact and you’ve been doing it a long time in the so in funeral service. So yeah, anyway.
Cool. Well, then we’ll tackle something on the Johnson Consulting side for the next week.
Some of the team members jumping on. So anyway, thanks Jake for this time and I’d like to thank you for spending your time with us today. Our goal is to just share our experiences and insights in hope that it may help other funeral professionals like yourself. Make sure you check back soon for another episode of the Funeral X Podcast. Until the next episode, this has been Jake Johnson and Rob Heppell.