Real Estate Marketing: Google Adwords
By Editor • Aug 21st, 2008 • Category: MarketingGoogle Adwords offers Real Estate Agents the opportunity to get instant enquiries! A Google Adword’s campaign can be setup in minutes, and traffic / visitors could start arriving at your site within 10 minutes. The campaigns can be easily monitored, and switched on & off in seconds. Budgets can be set so you can control your marketing budget.
What is Google Adwords?
It is a Pay Per Click (PPC) program of advertising on Google and other websites that offer Google adverts. The adverts can be text adverts, banners or even videos. With Google AdWords you create your own ads, choose keywords to help match your ads to your audience and pay only when someone clicks on them.
As you can see in the above snapshot doing a search for “Paris Property Investment Opportunity”, the natural search engine rankings are on located on the left main content area. The Google adverts are located at the top of the listings and on the right-hand side. They are illustrated above in the red ellipses. Note: the adverts seem relevant to the search term!
As an advertiser, you are bidding to be located within the Search results (or on content pages of other websites). For a given keyword / keyword phrase you are bidding against other advertisers. In general, you are having to bid higher for top of the page rankings. In reality, Google “scores” your adverts and if your keyword phrases (that you are bidding on) link to relevant pages – then the cost of the Google Advert click is less. However, link your adverts to non-relevant pages and you will pay much more!
Branding
Remember that you only pay for an advert when somebody clicks on advert. Some companies use this as an opportunity for Branding. They believe getting the name in front of customer eyes often enough and it may stick! The advert below illustrates the point.
If you do not click on the advert perhaps subliminally you are associating Investment opportunities with CssPartners.
In some markets, and real estate is one, the costs of advertising can be high. Typically between $1 and $10 per click depending on the keywords! It is absolutely essential that you have a method for tracking introductions from this type of advertising. Google does provide some tools. But you need to justify that the Google advertising works and converts to sales. If $500 of Google Advertising brings one sale, then one would guess it would be deemed successful!
In later articles, we will describe how to use Google Adwords successfully and reduce costs!
Editor is based in England.
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