Pay Per Click for Real Estate Agents
Most companies are afraid to invest in online advertising, either because they have tried it and lost thousands of dollars, or because they are afraid of losing thousands of dollars. You should be skeptical, because both those logical reasons are quite valid, and true.
Having clients who previously hired a company or person who implemented their Google AdWords pay per click campaigns to get them traffic to their site proved to be expensive, and useless for their business.
Aren't all adwords accounts the same? Shouldn't you be able to hire someone who sets up ppc campaigns and get targeted traffic to your website? Sure. So why didn't that happen? Why did you pay a significant amount of money, get a lot of clicks, but no business?
Doing your homework comes in handy. And, unfortunately, pay per click services are popping up everyday on the Internet. It's the same thing as going with a real estate agent who just passed their license, but never sold a house. Or going with a real estate agent who has all the connections, knows all the best listings and deals for their clients, and makes the sales because they know their market, and their clients needs.
Which one would you hire to represent your best interest?
When it comes to pay per click services, you must look at testimonials. Do they have actual names and web site addresses that you can view? Have they had any clients? Are they looking to upcharge you on ridiculous monthly fees?
When it comes to the real estate market, your adwords account can be set up in so many different ways, that it will either make or break your bank account. How?
If you want to sell real estate only in California, then you need to make sure your pay per click ads are only showing in California. Why pay for the rest of the United States to click on your ads?
Are you on Google's Content Network? Why? You will literally lose thousands of dollars targeting your ads there. The content network is for a very few who, and if you aren't careful, you will go broke in one month using it (especially if you set your daily budget too high).
Do not use the Content Network, unless you think people who have not searched on any keywords to find something and they happen to see your ad on the page when they are "surfing" will actually sign up for your services after clicking on that ad for which you just paid a fee. Sure, you can set your budget lower for clicks on the content network, but it isn't going to bring you in a conversion (sale, signup, referral) that will even pay for these types of clicks.
A real estate agent's pay per click campaign usually targets a certain region, so make sure you campaign does so accordingly. When you target that region, you need to make sure your keywords are set up with individual campaigns and individual ads for these related keywords. That is the number one mistake most pay per click companies make. They lump a whole bunch of keywords into a campaign, write a few ads, then activate the campaign.
What is your result? You pay the highest cost per click, and get a lower conversion, because your keywords are all different, yet they are using the same ad.
When it comes to ads, I have seen the worst ones you can imagine. Ads are your only sales pitch. You get less than 2 seconds to grab their attention. Why waste your money and their time by having them click on an ad that doesn't apply to what they are looking for and it cost you way too much because your ppc company never optimized your campaigns.
If you searched for Palm Springs Real Estate, would you click on a text ad that said the following:
This is an actual ad I took from a reatlor's AdWords campaign on the first page of Google when typing in palm springs real estate.
Palo Alto Real Estate
Free SF/Peninsula Home Search. See
1.4M Photos, Maps, Reduced Prices!
Do you see what is going on here?
They are targeting Palo Alto, which is in California, but they would be paying if I clicked on it! And how relevant would that we to someone searching for real estate in Palm Springs? You would think someone searching for real estate in Palm Springs would simply not click on that ad, right? If you think that way, it will cost you.
The fact that this company is offering a free home search might spark their interest enought to click on it, and they never have any intention on signing up with this company.
If you are offering something free (which can be effective), there are so many different factors you must consider when setting up your AdWords account so you don't get useless clicks, or tire kickers.
This is an actual ad that would be more likely to get a conversion (signup) for you.
Palm Springs CA New Homes
Search Lennar Homes in Palm Springs
Browse Photos, Plans & Tours
Without going into the extremely detailed discussion of keyword research (20 - 30 hours should be spent here), optimization of every single keyword (critical), your daily budget, your target and where your ads will show, your text ads, and all of your on-page SEO (search engine optimization) needed, this should at least give you a basic understanding that viewing testimonials from past clients who had sales due to the results from this expert adwords individual or pay per click company is crucial to your success, and your wallet.
Adrienne DeVita is a Qualified Google Advertising Professional, and has implemented extremely successful, proven pay per click services, combined with effective search engine optimization (SEO) techniques to get her clients actual buying customers, for less.
Contact adrienne@adwordsandseoservices.com or Call (951) 246-3116
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Great article, Adrienne.
I am glad I did the blog as you suggested. We are at the of page two for the term we wanted which is #11 of about 1,840,000 in just a couple of months!! Just amazing! I am sure we will be on page one soon...thanks for all your help and hard work.
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Anytime. It is always great to know my customers implement the techniques that work and hear about their fantastic results!
Regards,
Adrienne
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