adwords ppc strategy for real estate investors - 3 things to do to increase ctr
TRANSCRIPT
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About MeBrendan HolmesIn-House Traffic Guy at InvestorCarrot
AdWords and Bing Certified
Managing PPC for real estate investors for almost 3 years
Here to help educate so you can improve ROI on your own campaigns
PPC Management
Search Engine Marketing Certified – Oregon State University
How many Investors are currently managing or have managed their own
AdWords campaigns?
• Increase click-through-rate by 30% using Ad Extensions
• Write targeted and compelling ad copy
• Use keywords in the display URL
Today’s Goal: Help you create higher converting PPC ads by using super simple techniques
3 Effective Adwords Advertising Tactics
Ad Extensions - 30% CTR • Free ad “real estate”• Increase Quality Score by boosting ad relevancy & click-
through-rate
4 Main Ad Extensions to Test
• Sitelinks• Call extension• Callout• Structured snippets
1 - Sitelinks• Allow you to include up to four landing pages in your
ad • Shown to increase click-through-rate by up to 30%
Example showing an InvestorCarrot client Ad
Sitelinks: Who We Are - FAQ’s – How We Buy Houses – Get a Cash Offer Today
2 - Call Extensions• Don’t use phone number in
ad text. Use a call extension
• Business phone number of Google Call Forwarding Number
• Clickable on mobile• Call tracking (reporting)
3 - Callout Extensions• Draw attention to your unique selling points• Non-clickable• Resource to extend ad copy
Include benefits such as Sales Quotes in 24 Hours – Fair All-Cash Offers – No Real Estate Agent Fees
4 - Structured Snippets• Latest extension feature• Highlight important aspects of your service• Give your audience a further glance into what you’re
providing (or buying)
You must choose Types: Use that space for what you’re buying or selling
Benefits• Builds Credibility• Stand apart for National ads• Your unique sales pitch
Write Targeted and Compelling Ad Copy
• Higher click-through-rates• Higher Quality Scores• Higher conversion rates
Leads to…
National Ads = No Connection
You wouldn’t know these are ads for Google search we buy houses Baltimore
Don’t be one of these ads
Instead…
Use: • Location text. Searchers usually feel a connection to
a local company.• Your unique selling position.
Don’t Overlook Display URLsBenefits• Create a more targeted, keyword specific ad text• Eye tracking (gaze time)
Leads to…
• Higher click-through-rates• Higher lead conversions
Display URL Ad
Carrot Client ad example of using Sell-My-House in the display url.
Helps:● Stand out visually● Increase quality score
for keyword sell my house
How do we more clicks and conversions?
• Have a plan• Test• Track results• Patience
• Ad Extensions: Sitelinks, Call, Callout, Structured Snippets
• Location-based ad copy• Display URL Extensions - Add Keywords for Quality Score
and Relevance
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