Pay-Per-Click Advertising (PPC) is intimidating to many agents, and it’s not hard to see why. There’s a whole different mindset involved in moving to a paid advertising model, especially when you’ve been relying solely on referrals or working with free online classified services like Craigslist. Return on investment (ROI) suddenly becomes a much bigger consideration.
As a SuccessWebsite® Google AdWords Specialist, I spend a lot of time discussing ROI with agents, and optimizing their accounts to improve it. I recently recorded an interesting call between myself and SuccessWebsite member Keri Shull. Keri has a growing team that is hungry for leads, so it’s imperative that she keeps them coming down the pipeline. As usual, I applied our unique keyword selection and budgeting strategies to help her get the most traffic from her marketing budget. But, in addition to that, while reviewing the landing pages linked to her ads, we also discovered that Keri’s IDX page was actually bleeding potential leads away from her website!
This example points out something very important. While the benefit of PPC is that you get guaranteed traffic to your website, remember that traffic doesn’t necessarily equal leads!
There’s more to this process than just fine-tuning AdWords – your website needs to be optimized as well, to make sure you get the name and contact information from all those visitors. Put more simply, your PPC campaign is bigger than just the search engine it runs on.
I find this point is overlooked by most PPC training. In my opinion, the best resources are the experiences of actual real estate agents, like Keri, who can show you how they’re using PPC in their businesses, and give you ideas on how to do it in yours. That’s why I’m happy to introduce our latest AgentSecrets Video Series entitled “Maximize Your ROI with Google Pay-Per-Click”.
Part 1 of this FREE limited-release goes live tomorrow, Wednesday March 7th, at 2pm EST.
Click here to register.
In the first installment, broadcasting this week, you’ll eavesdrop on my call with Keri, and see exactly how we worked on her AdWords account, and improved the lead capture of her landing pages. Even better, we’ve included the follow-up call, and how the changes we made to Keri’s campaigns improved her results (and ROI).
Then, over the next three weeks, we’ll expand on these PPC tactics, going further into keyword selection, optimizing your ad budget, ad targeting, and tracking your results with Google Analytics. And because Google isn’t the only game in town, we’ll also extend these ideas to other PPC services, Facebook, LinkedIn and Bing.
We had an excellent response to our previous series on Craigslist, and this one is going to be bigger and better! Join us and find out how you can make Pay-Per-Click click for you.