To sum up: • Use broad match or modified broad match to find new keywords, but beware that you will get more clicks from people with the wrong intent. These clicks are typically cheaper, but are from mostly the wrong people, which means a lower conversion rate. • Use phrase match and exact match for great intent keywords like “we buy houses” and “sell my house fast.” These are more expensive, but are more likely to be better leads, which means a higher conversion rate.
form (or called you using the AdWords call-extension) after clicking on your ad and visiting your website. This gives you an idea of whether the searches that matched your keyword had the right intent—meaning the searcher was looking for your service and reached out to you.
KPIS DETERMINED BY COST COST PER CLICK (CPC)
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This is the amount you actually paid per click that you received. This will give you an idea of howmuch of your ad budget each keyword is eating up. You set a budget for each day, and if you have keywords that are costing you too much per click and don’t have enough conversions, you could be losing
Choosing the right keywords and match types can make or break an AdWords strategy. You can quickly bust your budget and not get results if you end up matching too many of the wrong searches.
out because your budget is being spent before other keywords have a chance to be used. The higher the cost per click, the more competition there is for the keyword generally. The cost per click is determined by Google’s bidding process. Google also takes into account the quality of the landing page and the click- through rate you are getting. It’s actually a very sophisticated algorithm. The reason why Google doesn’t just go off who is willing to pay the most is because Google wants to provide a good user experience to
Learn more about DAWGS www.dawgsinc.com 877-88-DAWGS (32947) sales@dawgsinc.com
HUGE MISTAKE TO AVOID At LeadPropeller, we manage other
investors’ AdWords accounts and have learned a lot over the years. One of the biggest mistakes we’ve seen is an investor trying to start out with a huge list of keywords. Do not start an AdWords campaign with a huge list of keywords that are all over the board. You’ve got to start with the better intent keywords and work your way up to including more. If you start with too many keywords that result in low-quality scores, you’ll end up affecting your entire campaign, as Google looks at quality scores across an entire campaign. Basically, you’ve got to run a tight ship!
Why DAWGS saves you time and money:
the person doing the searching. If someone with a horrible website bids a lot and gets the top spot, most of the people searching will end up going to a horrible website, something Google doesn’t want. COST PER ACQUISITION, OR CONVERSION (CPA) This is the amount paid for each conversion for the given keyword. Remember, a conversion is where the searcher clicked your ad, went to your site and submitted the form. Obviously, you want keywords that have the lowest cost per conversion. THAT’S NOT ALL There’s so much to cover, it’s impossible to address it all in a single article, so next time we’ll look at the best keyword strategy to use. Stay tuned. If you want to find out more about LeadPropeller’s managed AdWords service, feel free to give us a call at 210-999-5187. •
• No Stolen Tools and Materials – With DAWGS, contractors can leave tools and materials in the property overnight and start working first thing in the morning. • No Lock Boxes or Key Management – No need to keep track of keys and lock boxes with contractors and tradesman. DAWGS doors with a built-in 4 digit code solves this problem.
HOWTO TELLWHETHER A KEYWORD IS PERFORMING There are several key performance indicators (KPIs) we can use to determine whether a keyword is working out or not.
• No Break-ins – Resulting in faster turnaround times, plus on-time, on-budget projects.
KPIS DETERMINED BY USER ACTIONS CLICK-THROUGH RATE
This is the percentage of times someone saw your ad (called an “impression”) when they entered a search that matched your keyword and clicked to go to your website. This gives you an idea of how relevant your ad was for the searches that matched your keyword. CONVERSIONS This is the number of times that people filled out your contact
• No Safety Concerns – Real estate agents rent and sell properties faster when they feel safe showing properties and are guaranteed reliable access with DAWGS doors. Contractors also feel a lot safer working in a secure property.
Danny Johnson is the founder of LeadPropeller. He does a weekly podcast at FlippingJunkie.com. You can download his best-selling book, “Flipping Houses Exposed: 34 Weeks in the Life of a Successful House Flipper,” for free at flippingjunkie.com/freebook.
90 | think realty magazine may :: june 2017
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