NUTS & BOLTS
LEAD GENERATION
EXACT: [sell my house fast] Broad Match tells Google to match searches that contain those words in any order, even alongside other words. Google can even swap out your words with words Google sees as similar. Using our example of “sell house fast,” your ad might show up with searches like: • How to sell your house • Selling your home • Sale house Broad matches can go pretty far afield. Modified Broad Match tells Google to match only with searches that include the words with the plus sign in front of them (or slight variations of those words). The slight variations are things like accepting “home” in place of “house” and “sale” in place of “sell.” Using our example, “+sell+house+fast” could match the following: • Sell my house fast • Sell my home quickly • Sell a house fast • How to sell a house quick Phrase Match tells Google to match searches that include the phrase we have surrounded by quotes in our keyword. So only searches made that include the words in quotes that are in the same order are matched. Using our example of “sell my house fast,” Google would match these searches: • How to sell my house fast • Sell my house fast in San Antonio • How do I sell my house fast Exact Match tells Google to match searches that are exactly the same as the keywords. Nothing else. This is the strictest type of match. Using our example of [sell my house fast] you will only match for that exact search -- “sell my house fast” -- or the exact search with very similar word replacements, i.e., “house” and “home.”
Instant Website Promotion USE ‘PAY PER CLICK’ TO GENERATE TRULY MOTIVATED SELLER LEADS.
IT’S ALL ABOUT INTENT “Houses for sale” could be the keywords used by someone just looking to buy a house. “Selling a house” could be the search terms someone is using to find a Realtor. If the keywords you use don’t have the right intent, you’re going to be paying for clicks from people who don’t have any interest in getting a cash offer from an investor. The big issue with paying for these wasted clicks is that it eats up your daily ad spend budget so that your ads stop showing midway through the day. Then you could miss out on that super- motivated seller who wants to sell immediately. Be careful about what your keywords are going to match. Constant adjustment is needed. How do you make sure you are targeting the right searcher intent? You have many options with keywords so that they match all sorts of different phrases and things people search for. You could never guess exactly what people are going to search as there are millions of possible combinations of words. That’s where match types because very useful. USE MATCH TYPES There are four different match types you can use to tell Google how to match what is searched in its search engine with your keyword list: BROAD: sell house fast MODIFIED BROAD: +sell +house +fast PHRASE: “sell my house fast”
by Danny Johnson
imply building a website is not enough to generate lots of traffic and leads for your real estate investing business. This is true even if your site is SEO optimized. You need website promotion. Pay per click (PPC) is one way to gain instant high-quality website promotion. PPC, used by the top real estate investors across the country, is awesome because you can use it to generate leads within a day, even if your website is brand new. Simply defined, PPC is where you post ads online and pay for each click those ads receive. The main service providers for pay per click are Google’s AdWords and Bing Ads. With AdWords and Bing Ads, you pay money to have your ads displayed in their respective search engine’s results. Based on several factors, you can have your ads displayed above all organic search results—basically at the top of the page for the best keywords out there. Think about how awesome that is! In your very first week, you could generate more leads than websites that have been online for years. Of course, you will have to pay for those leads, but these tend to be some of the best-motivated seller leads available. This is because these motivated sellers are seeking you out. They are ready to sell and are looking for a buyer.
CRAZY COMPETITION Considering these are some of the best leads available, it stands to reason that other investors are already out there competing for them. While that is true, there is still a lot of opportunity to get leads cheaper using AdWords than what people are getting with direct mail. Let’s look at how you can generate leads that have the potential to make you tens of thousands of dollars (assuming you are able to convert those leads into deals and not lose your shirt on the rehab, of course). HOWDOES PPCWORK? At the most basic level, as a PPC advertiser, you select “keywords” that your ads will “match” against. That is, when a search engine user’s query includes your keyword, your ad will be included in the search results for that keyword. There’s more to it than that, of course – you have to place bids for your ad’s positioning in the results. But whenever someone clicks on your ad, you’ll pay for that click.
88 | think realty magazine may :: june 2017
thinkrealty . com | 89
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