There is no better way to generate traffic quickly than Google Adwords. Of course, it's not free and if you handle your own account there can be a steep learning curve. This article is intended to give you some tips for using Adwords that I have learned over the years.
What is Google Adwords? When you're searching on Google and the search results are displayed, the shaded area at the top of the page and the right side of the page normally contain 'Paid' results. When the person searching on Google clicks on one of these paid results, Google recieves a fee from the person/company who placed the paid advertisement on Google using Google Adwords.
Keyword Phrase - The keyword phrase is entered into Google by people conducting a search. For example 'Colorado Real Estate' or 'Denver Homes for Sale'. Everything you do with Google Adwords is centered around the keyword phrases you want to target.
Cost per Click - As mentioned above, every time a Google user clicks on your advertisement, you pay Google a fee. This is called 'Cost per Click'. The good news is, you get to determine how much you are willing to pay per click. But keep in mind, you're competeing with other advertisers for those clicks in an 'auction like' system.
Tip 1: Educate yourself. Google provides a wonderful tool for learning Adwords, the Adwords Learning Center. The time you take using the learning center will be paid back to you in money not wasted by making mistakes with your advertising.
Tip 2: Do you want to drink from a firehose or a garden hose? In most markets the largest demographic keyword phrase winds up costing the most per click to get traffic. For example, in Utah, advertising under the keywords 'Utah Real Estate' or 'Salt Lake City Homes' will cost more per click for the top three spots than advertising under the keywords 'Draper Real Estate', 'Sandy Utah Real Estate', etc. That's because people search much more often by typing in 'Utah Real Estate' as opposed to the smaller communities resulting in more competetion for the top spots. So try the strategy of advertising under numerous keywords for smaller communities. You can possibly drive as much traffic to your site at a lower cost per click.
Tip 3: Do not use the Google 'Content Network'. When advertising on Google you can show up on the Google Search Engine and Google's Search Partners (AOL, Ask.com, etc.). This is a good thing, people will see your advertisement when they type in your keyword phrase. In addition to the Search Partners, Google has a network called the 'Content Network'. The content network includes Gmail, Food.com, Weather.com and thousands and thousands of sites who are trying to make an extra buck by showing Google advertisements. The problem with the Content Network is that at least for Real Estate, you wind up getting many more clicks that do not result in a lead. Our experience shows a dismal response from the content network. Be sure to opt out of it when setting up your advertising campaign.
Tip 4: Don't overlook the importance of your advertisement. When setting up your Adwords Campaign you have to create the advertisement that people will see when searching on your keyword phrase. What you say in your advertisement can make a HUGE difference in the number of clicks you get and consequently what you'll pay per click. It's all about math. Let's say for every 100 people who see your ad, 10 people click on it, and you're paying Google $1.00 per click. Your 'Click Through Rate' is 10% (10 / 100). Google uses the click through rate in combination with your click rate ($1.00) to determine who winds up at the top of the heap. If you have a high click through rate (5% or more) then you'll be shown more often even if other people are bidding higher (assuming they have a lower click through rate). It does Google no good to show an advertisement with a high click bid if that advertisement never gets any clicks. Check out the advertisements your competetors are using for your keywords and mimic them if you think they are effective. Keep track of your Click Through Rate and make changes if you're not getting a high score. Keep tweaking your advertisment until you're happy with the score. It's a trial and error process.
Tip 5: Get negative, keywords that is. Let's say you're advertising under the keyword phrase 'Draper Real Estate'. If someone types in 'Draper Real Estate' you want them to see your advertisment, click through to your site, subscribe to your site, and buy a home from you. Isn't Real Estate fun! But what if they type in 'Draper Real Estate Rentals'. You probably wouldn't want to pay Google for that click would you. Fortunately Google gives you the ability to add what are called 'Negative Keywords'. You may consider 'Rentals' a negative keyword in this example. When a negative keyword shows up with the keyword you're advertising under, google will not show your advertisement. So you can save money by taking some time think about and enter the negative keywords that you want no part of.
Tip 6: Use Google Analytics. Google Analytics is a free service that allows you to track all traffic on your site. You'll be able to see every keyword entered that resulted in traffic. This is where you'll find out which negative keywords to use and which 'positive' keywords are effective.
Tip 7: Location, location, location. Google let's you show your ads anywhere in the world. Cool but unnessary. You should consider limiting your ads to the US or even to just your State. If you're cultivating the RELO market, stay national, if not stay local.
Tip 8: Use 'Position Preference'. Your ads will be much more effective if they show up in one of the top three spots on the page. Unless you use position preference and tell Google you only want to show up in these spots, you can wind up much further down the page.
Tip 9: Act fast! Once you get a click that results in a lead call them ASAP! Studies show that the sooner you contact your leads the better your conversion will be. However, before calling them take a few minutes to see which homes they are clicking on to familiarize yourself with their needs.
Tip 10: Get help. Once you've done all the above, if you'd like us to review your Adwords account, just ask.
