Let's try and keep this just between you and me...(we wouldn't want any of this to get out to the other brokers and agents who are trying to corral a lot of search engine traffic). Is anyone else listening? Good!
Here's something I'm beginning to suspect. It could be that some Google AdWords campaigns might get a little costly. In fact, that might even be deliberate!
I know it sounds crazy, but just stay with me on this. Here's what I've detected. When you go to the trouble to build a terrific site -- including a home page that is artfully constructed to feature the keywords that will match many potential clients looking for your specialty in your area -- and then to design a Google AdWords ad that features the very same keywords, and then to add those exact same keywords to your campaign...after a while, you might occasionally note that the amount you are asked to bid in order to have your ad appear on the first page is sort of...well, costly.
And sometimes you'll also notice that it isn't because of landing page quality or loading time -- it's costly because of 'relevance'. And since it couldn't possibly be more relevant (since all the terms are in perfect harmony, and since your firm has been doing business for years and nobody in your office has ever been sent to prison), you may check out what Google says about this, and conclude that the reason it costs so much is because the general public isn't clicking on your ad much.
You may also sense that the reason they aren't clicking on your ad much is BECAUSE THEY CAN'T SEE THE DA**ED AD BECAUSE IT'S NOT ON THE FIRST PAGE!
Sorry. I don't mean to shout.
The good news is that you can eventually cure this by paying an exhorbitant amount to get it to appear on the first page where people can see it, so they can click on it. Then it will become relevant enough to Google so that they will not have to charge you so much anymore. That is, after you've paid them whatever they want for however long they tell you to. They'll be the judge of that.
Another way to go: practice yoga, and let the material world go. Or take a few deep breaths and redirect your attention to building organic (unpaid) traffic. You may think I've got an ax to grind by the second recommendation since it's what we do. That would be hard to deny.
Ommmmmmmmmm...
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