This morning I posted about testing within the Google Adwords program. I gave you a few of the more basic tips, but keep in mind, there are dozens of things you can do to enhance ad testing. I'll discuss more of them over the next few months, but I don't want to bog anyone down that is following along.
I do want to note that multiple ads for one keyword go beyond testing. Once you spend the time testing, and you feel confident you have one solid winner, and two very close ads, you want to continue to run three ads in rotation. Some might wonder, why, if we are done testing.
First, you are actually never done testing, but you can concentrate on other areas for awhile and come back and re-visit testing.
Second, multiple ads present multiple marketing points. You may run three ads with headlines like this:
1 - Miami Real Estate Expert
2 - Search the Entire Miami MLS
3 - Preview All Miami Listings
The three headlines send three different messages. One thing to always remember with Internet Marketing is . . . the higher the price of the items, the more the shopper will search. If someone is buying a bar of specialty soap, they are not going to visit 20 websites and spend two hours online. If someone is buying a $500,000 house, YES . . . they may visit more than 20 websites and spend hours online.
So each time your ads are displayed on a keyword, the buyer will see a different ad, but when they click on it, they are returned to your website. Take this a step further with fine tuning where you drop the buyer.
For the first ad, you will drop them on a page that talks about your expertise.
For the second ad, you will drop them on a page that features your IDX MLS search.
And for the third ad, you will drop them on a different MLS search page.
For your competitors that ran only one ad, the viewer would not be clicking on it three times. They've seen the ad, and they realize they already saw that website. But you directed the buyer to your website THREE times. If you're doing your homework, and your website is a HIT, the buyer should at least fill out a form. You had three shots at convincing this buyer, that you are the EXPERT.
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
Showing posts with label Google Set Up. Show all posts
Showing posts with label Google Set Up. Show all posts
Friday, November 27, 2009
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
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
Creating Google Ad Campaigns - What, Why, When, How
In the prior post I wrote about creating a USA Ad Campaign and a Canadian Ad Campaign . . . if you have a considerable amount of Canadian business. Florida is a prime example of a market with Canadian business, but there is quite a bit in California, Nevada, Washington, Portland, Maine, etc.
I will back up for a minute and actually recommend two individual accounts, one targeting Canada and one targeting the USA, but for most agents this gets to be a little bit too much, so creating a Canadian Ad Campaign is fine, but you will not be able to make it as broad as the USA Campaigns.
The next step on your march to a robust Google Sponsored Links account is setting up Ad Campaigns to cover all of your markets. Here's an example of Ad Campaigns created for Florida real estate brokers in Martin County.
1-Martin County
2-Palm Beach County
3-St. Lucie County
4-Treasure Coast
5-Waterfront Homes
6-Luxury Homes
7-Communities
8-Condos
9-Single Family Homes
10-TownHomes
11-Vacant Land
12-Investments
These Ad Campaigns then allow you to set up 100 Ad Groups within each Ad Campaign. You will use the individual Ad Campaigns and nested Ad Groups to cover as many keywords as possible, while using a rifle instead of a shotgun to target the keywords with specific Titles, Copy, Visible URLs and Destination URLs.
I know . . . what the heck is he talking about with Visible URLs and Destination URLs. I'll get to it in a future post. And for those of you that have experience with Google, who are thinking . . . Google doesn't allow different visible or vanity URLs, stay tuned. I'll show you how to tweak the system.
The 12 suggested Ad Campaigns above would be modified if you are in the mountains or New York City, etc. Instead of Waterfront, you may have Mountain View or Downtown, etc. The point is to break your markets into logical segments.
In the next post I will break off from the logical next step to discuss why you need to consider duplicating Ad Campaigns and segmenting them by Pure Google and Network. Then we will continue with what goes into the Ad Campaigns.
At this point, if you have just the 12 Ad Campaigns with 100 Ad Groups in each and 200 keywords in each Ad Group, you'd be at 240,000 different keyword combinations. You can see how quickly you get to 600,000+.
Adwords Editor - You are not actually typing in all of these keywords. You will be using Adwords Editor to copy and duplicate. Then you simply do a find and replace to tweak the copy to the new placement. I will get to it all. For now, if you have questions, feel free to post them here. I will respond to all of them.
If you have a question about this post, please post in the comments section. 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: http://www.mikemorgan7.com/
I will back up for a minute and actually recommend two individual accounts, one targeting Canada and one targeting the USA, but for most agents this gets to be a little bit too much, so creating a Canadian Ad Campaign is fine, but you will not be able to make it as broad as the USA Campaigns.
The next step on your march to a robust Google Sponsored Links account is setting up Ad Campaigns to cover all of your markets. Here's an example of Ad Campaigns created for Florida real estate brokers in Martin County.
1-Martin County
2-Palm Beach County
3-St. Lucie County
4-Treasure Coast
5-Waterfront Homes
6-Luxury Homes
7-Communities
8-Condos
9-Single Family Homes
10-TownHomes
11-Vacant Land
12-Investments
These Ad Campaigns then allow you to set up 100 Ad Groups within each Ad Campaign. You will use the individual Ad Campaigns and nested Ad Groups to cover as many keywords as possible, while using a rifle instead of a shotgun to target the keywords with specific Titles, Copy, Visible URLs and Destination URLs.
I know . . . what the heck is he talking about with Visible URLs and Destination URLs. I'll get to it in a future post. And for those of you that have experience with Google, who are thinking . . . Google doesn't allow different visible or vanity URLs, stay tuned. I'll show you how to tweak the system.
The 12 suggested Ad Campaigns above would be modified if you are in the mountains or New York City, etc. Instead of Waterfront, you may have Mountain View or Downtown, etc. The point is to break your markets into logical segments.
In the next post I will break off from the logical next step to discuss why you need to consider duplicating Ad Campaigns and segmenting them by Pure Google and Network. Then we will continue with what goes into the Ad Campaigns.
At this point, if you have just the 12 Ad Campaigns with 100 Ad Groups in each and 200 keywords in each Ad Group, you'd be at 240,000 different keyword combinations. You can see how quickly you get to 600,000+.
Adwords Editor - You are not actually typing in all of these keywords. You will be using Adwords Editor to copy and duplicate. Then you simply do a find and replace to tweak the copy to the new placement. I will get to it all. For now, if you have questions, feel free to post them here. I will respond to all of them.
If you have a question about this post, please post in the comments section. 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: http://www.mikemorgan7.com/
600,000+ Google Keywords in One Account
I'll explain that number for those that think I am either drinking or smoking something I should not be. I don't do either by the way.
Let's start with 25 Ad Campaigns in an account. Here is an example of how you might get to 25.
1 - USA
2 - Canada
OK, let's stop there and explain. We recommend you set up a US and Canadian campaign because you want to do three things. First, you want to bid differently when distributing ads to Canadians. Second, you want to feature three different rotating ads.
You want to target the Canadians, just like you want to target different groups here . . . seniors, first time buyers, investors, etc. This requires different ad copy.
And the third reason for two campaigns, is you want to drop your visitors on different pages on your website.
Yes, you can certainly take this a step further, and break this down for other foreign countries. You can also break it down within the US. For example, if you are in Florida, you might want to target snowbirds. As for foreign country selection, be very careful. I will explain this in an upcoming post. If you don't manage this properly, you can get clobbered with ghost hits.
As you can see, when we say Sponsored Links is like playing chess on 16 levels . . . blindfolded, you can start to understand how complicated this can get. I will leave you with #1 and #2 in the campaigns, and pick up with 3-25 tomorrow.
As for the count to 600,000, let's just say you will have 100 Ad Groups in each of your two Ad Campaigns, and each ad group will have 250 keywords. So we have 2 x 100 = 200, and then 200 x 250 = 50,000 keywords combinations.
If you're interested in having one of our Sponsored Links experts manage your program, there are monthly programs starting at $1,000. One or two additional deals a year pays for that and more.
Tomorrow I will discuss the next group of Ad Campaigns, and after getting to 600,000, I will discuss each component in depth.
If you have a question about this post, please post a comment or feel free to email me Mike@MikeMorgan7.com
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
Let's start with 25 Ad Campaigns in an account. Here is an example of how you might get to 25.
1 - USA
2 - Canada
OK, let's stop there and explain. We recommend you set up a US and Canadian campaign because you want to do three things. First, you want to bid differently when distributing ads to Canadians. Second, you want to feature three different rotating ads.
You want to target the Canadians, just like you want to target different groups here . . . seniors, first time buyers, investors, etc. This requires different ad copy.
And the third reason for two campaigns, is you want to drop your visitors on different pages on your website.
Yes, you can certainly take this a step further, and break this down for other foreign countries. You can also break it down within the US. For example, if you are in Florida, you might want to target snowbirds. As for foreign country selection, be very careful. I will explain this in an upcoming post. If you don't manage this properly, you can get clobbered with ghost hits.
As you can see, when we say Sponsored Links is like playing chess on 16 levels . . . blindfolded, you can start to understand how complicated this can get. I will leave you with #1 and #2 in the campaigns, and pick up with 3-25 tomorrow.
As for the count to 600,000, let's just say you will have 100 Ad Groups in each of your two Ad Campaigns, and each ad group will have 250 keywords. So we have 2 x 100 = 200, and then 200 x 250 = 50,000 keywords combinations.
If you're interested in having one of our Sponsored Links experts manage your program, there are monthly programs starting at $1,000. One or two additional deals a year pays for that and more.
Tomorrow I will discuss the next group of Ad Campaigns, and after getting to 600,000, I will discuss each component in depth.
If you have a question about this post, please post a comment or feel free to email me Mike@MikeMorgan7.com
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
Subscribe to:
Posts (Atom)
Posts
