In my last post, I covered a little introductory info on Pay per Click Advertising. In this post, we'll take it a few steps further.
Your first task is to choose which keywords you want to target. Keyword selection and research is the first place that you can avoid losing your shirt. If you pick very broad search terms (things people search for on Google), you could end up paying as much as $7+ per click for your advertising.
But, if you do a little research first, you can find keywords that are lower in search volume and have very few advertisers - which means you won't have to pay but 20 or 30 cents a click to get people to come and see your landing page.
Here is a video I did on keyword research and how to find keywords that have lower search volume for your area. Do some research and make a list.
You can also use Google's keyword tool for keyword suggestions.
Now - if your landing page offers, let's say, a report on "23 Quick and Easy Fixups to add value and Sell your home fast", then you will want to target sellers who are looking for information on selling their home. If your landing page targets buyers in the southern subdivisions of Seattle, Washington, then you'd want to make a list of keywords that target the subdivisons, BY NAME, in the southern part of Seattle, Washington.
The idea is to pick as many possible keyword combinations for YOUR area that buyers and sellers in your area would search for information on.
Keep in mind though: you are going to be directing people to a page that might not have any homes on it. In other words, you may be offering people a report on "How to Avoid the 6 Biggest Mistakes when Buying a Home in Southern Seattle, Washington". So your keywords MUST all relate to Seattle, Washington Homes and preferrably, southern Seattle homes.
Something else to keep in mind is your "message to market match". What this means is that whatever it is you are running ads for must be EXACTLY what people find when they click your ad and are taken to the page you want them to go to.
So, here's what you do NOT want to do... we'll use the example of the 6 biggest mistakes report from above.
AD COPY: Homes for Sale in Seattle - find beautiful homes for sale in Seattle at bargain prices
Now if that's the ad I run and I click on it but I am taken to a page that offers me a report on avoiding mistakes that homebuyers make - THAT is NOT a message to market match and your response rate will be very low. Also - GOOGLE will charge you MORE per click because the content on the page doesn't match up well with the ad. YES - Google looks at your landing page and analyzes the match between your ad and the content on your page.
So here's BETTER Ad COPY: Buy a Home in Seattle? Warning - Failure to Get this Free Report Could Cost you Thousands!
It still targets Seattle, it mentions free report, it mentions buy a home. So there is a much better message to market match.
Remember that the idea is to put up an ad that gets the readers attention and then takes them to a page that offers them an immediate benefit that exactly relates back to the ad.
So when you are doing your keyword research and making a list of keywords that you want to bid on, you must keep in mind the WHOLE picture of what it is you are trying to accomplish. If you start off with the big picture in mind, it will save you TONS of money on your PPC advertising campaign in the long run.
In my next post, we'll take the list of keywords that we have selected, put them into groups, and go into Google Adwords and begin setting up an actual advertising campaign.
If you haven't already gotten the free Agent Toolkit, you can get it HERE.
See you tomorrow,
Mike
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