To make sure you understand, I’m not talking about advertising your listings on Google AdWords; I’m talking about generating leads from interested buyers and sellers on demand.
You are probably already using lead magnets on your websites, such as home buyer’s guides and sellers’ guides, but are you driving traffic specifically to those pages? That’s what I’m going to recommend you consider in today’s post.
Have you heard about Google AdWords’ smart campaigns? Google now offers an easy-to-use interface to set up your own AdWords campaigns. The most accessible place to access this is in your Google My Business account. You do have a Google My Business account, don’t you? Smart campaigns use artificial intelligence to manage your campaign, and my experience has been that they do an excellent job. This also keeps your advertising costs low because you’re not paying anybody a management fee; all you’re paying for is clicks, and you get to determine your budget. It also provides plenty of reporting to monitor how well your campaign is performing and track your return on investment.
To track your conversions, you’re going to need to put some code from Google AdWords onto your thank you page, so don’t forget to design a thank you page. You can find this code on your Google AdWords account page by clicking on the Tools and Settings icon and selecting conversions from the measurement tab.
Let’s say you’ve got a detailed seller’s guide; maybe it’s titled “Eight Reasons Why Your Home Isn’t Selling,” And you’re already offering this seller guide on your website. Still, it’s not getting much traffic, so what we are going to accomplish is generate that traffic.
Let’s start by going to that landing page that offers the seller’s guide and grabbing the URL; the next thing we’re going to do is find out the density of the words on that page. Your best bet here is to do a Google search for a keyword density checker and then plug in the URL to your landing page. This will return results to you of the number of words and phrases on the page. You’re looking for two and three-word phrases that are most common on the page. So maybe on this page, you’ll find that the sellers’ guide is repeated 4 to 6 times or something similar.
These are the keyword phrases that you will use in your Google AdWords smart campaign. The reason for this is that Google AdWords assigns a quality score to each page submitted as a landing page. You want your quality score to be as high as possible, which will keep the cost per click as low as possible. This also gives Google AI the best information to determine similar terms to use for testing.
Once you set up your smart campaign, it will take two or three days before you start seeing results and probably another week or two to give smart campaigns sufficient time to determine how to optimize your campaign best; once that’s done, you are well on your way to generating targeted interested leads.
Would you like more information on this or perhaps some help? Contact me.
In a future post, I’ll be discussing what I believe is the best way to follow up with the leads generated by your smart campaign.
Need more local marketing tips? Check out our entire Guide to Local Marketing for Real Estate Professionals