Google Bidding - How Much?

I recently reviewed a broker's Google bidding as we were getting ready to manage their Sponsored Links. What was most shocking (and common) is the bidding of one bid on all keywords. In this case, it was $3.00. HUGE mistake.

We have set up Sponsored Link accounts with 600,000 different keyword combinations. I'm not kidding, but we'll explain how that happens in another post. For the $3 bidder, they were missing a true breakout of Campaigns and Ad Groups. Basically, you want to bid the most on keywords that demonstrate the web surfer is closest to making a decision.

Here's an example. When we work with clients selling a product, we want to focus on item number. If someone is looking for a printer online, and they type in HP7400, that keyword is far more valuable to us than someone searching on the keyword "printers."

And the same holds true for real estate. You want to bid more for someone searching for "real estate agent in Palm City" then you do for someone searching for "Florida real estate." In fact, you probably do not want to even be bidding on someone searching for "Florida real estate."

The rule of thumb we use is 10:1. Someone that is searching for a real estate agent is 10 times more valuable to us than someone poking around real estate websites for pricing, ideas or just something to do.

If you have a question about this post, please post in the comments section or email me Mike@MikeMorgan7.com I will respond to all questions posted.

Mike Morgan, J.D., CRS, GRI, SRES, e-PRO, REO TRANS Platinum
"Internet Marketing for Real Estate Professionals"

Phone: (772) 260-5448

Email: Mike@MikeMorgan7.com

Website: www.MikeMorgan7.com