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PPC Basics For Realtors

PPC Basics For Realtors. The REW Guide to Google Adwords. Presented by Kim Krieger. Getting to Know Adwords. Adwords allows advertisers a DIY ad interface based on a bidding system Cost effective (vs. traditional print ads) Fast results Broad reach Campaign Adgroup Keyword Ad

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PPC Basics For Realtors

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  1. PPC Basics For Realtors The REW Guide to Google Adwords Presented by Kim Krieger

  2. Getting to Know Adwords • Adwordsallows advertisers a DIY ad interface based on a bidding system • Cost effective (vs. traditional print ads) • Fast results • Broad reach • Campaign • Adgroup • Keyword • Ad • CPC (Cost Per Click) • QS (Quality Score) • CTR (Click Through Rate) • Bid • Search Network • Display Network

  3. Creating An Adwords Account • Open up your browser and head to Google.com/Adwords • Click “Start Now” in the top right corner of the welcome page • Several options: • Link a new Adwords account from other Google services • Create a login and password just for Adwords • Create a brand new Google account

  4. Setting off on the Campaign Trail • Housekeeping. Enter your timezone, currency, and billing information according to the prompts. • Sign into Adwords, then click “Create Your First Campaign” • General • Select “Search Network Only” • Give your campaign a name • - Should be descriptive of the campaign’s goal • - eg., “Miami Local” for a campaign targeting traffic locally (vs. nationally/internationally) • Networks and devices: these settings can be left as the defaults

  5. Display Network Settings • What’s the display network?Sites that allow Google to automatically match their content to ads are part of the display network. We do not use it because ads on the display network could, potentially, have very little to do with the site’s content, therefore producing wasted clicks. • Eg. “Orlando Homes” • Demographic Settings Used for campaigns appearing on the display network, which we do not advocate using • Social Settings Also exclusive to display network • Automatic Campaign Optimization Again, for the display network; not used in REW campaigns

  6. Locations • Local traffic: select “let me choose”, type in your area, eg. Miami, click “Add”. The ad is now limited to traffic from Miami exclusively. • General: US & Canada for a broad/national/international campaign • Languages • Advanced Location Options • The default option for location allows traffic from “people in, searching for, or viewing pages about my targeted location”. Remember that in a local campaign, I only want “people in my targeted location”. • Can also exclude traffic from other areas with the Location Options Advanced tab.

  7. Bidding & Budget • What is the budget? • The budget is your daily maximum spend for all clicks within this particular campaign • What is a bid?What you’re willing to spend per click. “AdWords will set my bids to help maximize clicks within my target budget” is the recommended starter setting. • Note: Google doesn’t always max out bids; you can make your budget go further by improving your quality score.

  8. Quality Score • What the heck is quality score? • Keywords get a quality score from 1 (lowest) to 10 (highest) • Based on a number of considerations (CTR, account history, landing page quality, ad/keyword relevance, etc.) • Calculates cost per click • Affects ad position • Good ad = good quality score • The grand poo-bah?

  9. Advanced Settings • Ad Scheduling Beginners will have likely selected “Automatic Bidding” as their strategy, so many settings will be unavailable. Once you get more experienced, you can look at ad scheduling. Things to consider: • When are most leads likely to convert? • What days do you work? • Remember the pause button IP ExclusionsAllow you to block traffic from certain IP's Keyword matching options We recommend you set this to "Include plurals, misspellings, and other close variants"

  10. Establishing Adgroups • The Adwords Hierarchy • CampaignAdgroup Ads + Keywords • What is an adgroup?An ad group is a series of ads all with the same targeted audience in mind, sharing a single list of keywords. • KeywordsEach of your adgroups has its own collection of keywords. This is a list you’ll compile of all the combinations of keywords you can come up with.

  11. Writing Ads • There are character limits for each line of ad copy • Ads appear in several formats • Headline Should incorporate a keyword • Description lines Should expand upon your keyword in an interesting way • Destination URL The landing page your visitors want to get to • Display URL The “cleaned up” version of your destination URL

  12. Checking Your Ads • Use ad preview and diagnosis • “Why shouldn’t I check my ads by typing them into Google?”

  13. Tips & Tools • Get creative! • After your first campaign is created, you can load settings to subsequent campaigns to save time. • More information:http://support.google.com/adwords/?hl=enhttp://searchengineland.com/infographic-how-do-google-adwords-work-100963http://www.pitstopmedia.com/sem/google-adwords-quality-score-part-1

  14. Thank You! Questions?

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