It's one thing to say you know what's going on with your GEO-targeting plan with Google's AdWords.
It's quite another to realize you're spending about $10,000 too much money per month on useless, empty calorie marketing efforts.
Below is a real phone call with a REAL Broker I had on Friday form Miami, Florida.
BART: " Are you GEO-targeting your prospects right now using Google AdWords? "
BROKER BOB: " Yes, we are. We got good advice from an SEO firm on that a year ago, but we're impressed with your work and we'd like a 2nd opinion of what we're doing."
BART: " Thanks for the compliment. What are the key words you are targeting right now on Google AdWords? "
BROKER BOB:
" Miami.
Miami listings.
Miami Vacation.
Travel to Miami
Real Estate.
Hotels."
BART: " And you're spending how much a month now on these?
BROKER BOB: " Our last month's bill was $14,010."
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Suffice to say, the Miami market is a bit aggressive. There's over 162,000 active REALTORS in the greater Miami Dade/Broward county area. There's just ten natural positions on Google's coveted LEFT side. And two slots above and another 6 to 8 AdWords ads on the right.
Does anyone know how to solve the Broker Bob's problem above?
His key words are GEO-targeted, but he's paying for CLICKS for people looking for;
MIAMI
MIAMI VACATIONS
TRAVEL TO MIAMI
HOTELS
What's WRONG with this picture?
My calculations show that he's WASTING $7,000 - $8,400 a month on useless key words. Sure, you're traveling to Miami for a vacation. People will CLICK on anything out there. Ka-ching. You get a click. But the person realizes you're selling homes, and the person is looking for a HOTEL.
You cannot recover $$$ back from Google because you used the WRONG key words in your AdWords campaign.
So how do you get BETTER GEO-targeting? You start by looking at your traffic reports. We like to use VisiStat.com. Below is a screen grab of a new client we just finished for Better Homes and Gardens. This is VBProp.com in San Jose, CA.
Below is their GEO-targeted stats for the past week. Note how many people are search from California, Texas, Florida, etc.
Why is this chart important? Because it lets you know where ELSE to target prospects in other states. So for example, we see a lot of traffic coming from southern California. San Diego, Santa Barbara. Fine, we start to look to GEO target people moving from SoCal to San Francisco/San Jose area.
This kind of fine tuning of your website Search Engine Marketing (SEM) is key. Without this kind of reporting, you're just guessing and spending way too much money like Broker Bob is doing right now in Miami.
If you'd like to learn more... call me or drop me a message.
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