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PPC Campaigns 101 for Agents

May 20 2014

PPC WebsiteBoxPay per click (PPC) ad campaigns are one of the quickest and easiest ways to drive traffic to your website. This also makes them one of the more expensive methods of driving traffic. However, if you do it right, it could generate a significant return on investment. It's all about picking the right keywords, choosing the correct campaign settings and making sure you are bidding wisely. Once these three elements are working well together, you will see your website's traffic and leads increasing steadily.

In PPC Campaigns 101 for Realtors®, I am going to discuss the basics of correctly setting up a pay per click campaign to help you get the ball rolling. Even though most people think Google Adwords is the way to go for a PPC campaign, I also recommend giving Bing a shot, as it is a highly underrated PPC tool that could also generate significant results for you.

The most important thing you need to pay attention to when creating your PPC campaign is your campaign settings. The last thing a real estate agent wants is to have their ads displayed all across the world. This could lead to a lot of wasted money. Make sure your location settings are correct. You only want your ads to appear in the cities that you service. So, select them when you are choosing your targeted locations.

When it comes to choosing your networks, you should only select the search network when you are starting out. The display network refers to websites that utilize Adsense. These sites could come in handy later on, but when you are starting out you want to make sure your ads are only being displayed on Google's search network (do not choose Google's search partners). Ads appearing on the search network are more visible and more likely to generate leads since the individual who conducted the search is specifically looking for your services.

While ads on display network sites are shown to individuals browsing websites that include your targeted keywords within its content, you also want to initially set your bidding strategy to allow Google to automatically determine your bid and maximize clicks. Down the road, it would be a good idea to either manually set your bids or enable enhanced bidding. Manually setting your bids allows you to put more money into the keywords that generate the most leads for you. Enhanced bidding does the same thing but automates the process.

Finally, you will need to focus on picking keywords and creating your ads. For great keyword ideas, check out this article. Your ads should include the keyword searched for in the title. This is a great strategy since the person conducting the search will feel your ad is more relevant to what they are looking for.

You should also include some of your offers and services in the ad. You could mention the free home evaluation that you offer to sellers or a free market snapshot for buyers. This is where you need to make sure that your offer is relevant to the keyword that has been searched. For example, if someone searches for "sell a home in New York" and your ad appears for this keyword, you want to make sure that the ad linked to the keyword reads as follows:

Selling a home in New York?
Get a Free Property Evaluation
Mike Jones Sells Your Home Fast

The third line is a selling point for the Realtor. You want to make sure that it is also targeted to the search term. Now, let's say someone searched for "Buy a home in New York." Then you would want the following ad to appear:

Buying a home in New York?
Get a free Market Snapshot For Buyers
Call Mike to Find Your Dream Home

You could also include your phone number in the ad as an ad extension. This is an introduction to PPC campaigns for your website and if you use this tool correctly you will be able to drive traffic to your website and generate more leads. For more detailed info on optimizing your PPC campaign,  check out 4 Google Adwords tips for Realtors4 Google Adwords tips for Realtors.

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