Chances are, you’re wasting money if you’re using Google Adwords and you may not even be aware of it. It has become very complex over the years and it takes someone with experience to maximize your return on investment.
A poorly managed campaign can cost you money, not make you money. If you have an effective campaign, you can see an increase in qualified leads, more seller leads and generate a very healthy return on your investment.
In this post, I am going to share with you 5 of the common mistakes realtors are making with Google Adwords. By avoiding these common mistakes, follow these tips and you’ll be on your way to a very successful campaign, which mean more qualified leads, improved listings and an increase in your bottom line.
1. Sending Traffic to the Home Page of Your Website
This is, by far, the biggest mistake I see realtors make when running a Google Adwords campaign. This is like throwing money away.
Or out a window, like this baby…
You need to send your Adwords traffic to a specific landing page. This page should only be available to Adwords traffic, not a page that is visible from your website.
Based on the keyword (search term) a user types in Google, you want your landing page to solve that specific problem. For instance, if someone searches Google for “Las Vegas MLS Listings”, you probably don’t want a landing page dealing with “Home Values”.
You want to send the traffic to a specific page dealing with the problem they are searching for. If you do this, you can expect conversions to be 30 -40%, although many other factors are involved.
2. Not Having Goals for Each Campaign
Each campaign/landing page should have a goal. I would suggest grabbing name/email from each to add to your automated sales funnel. A lot of realtors (and other business owners) measure their success by how many clicks (traffic) they are generating.
Clicks do not equal revenue.
You could be generating a lot of clicks, but no leads. This needs to be fixed ASAP as it is costing you business. The only one profiting here is Google.
You want to track leads (conversions). Each lead should be entered in your sales funnel for automated follow up, along with your CRM. You should know your closing ratio for every lead brought into your funnel, now you can properly track your ROI. (Determining your Cost Per Lead is extremely important — more on that in tip #4)
3. What Should I Do?
Each page must have a Call To Action telling the user what you want them to do. This is important on your landing pages, as well as your website.
I recently did a website audit for a realtor and I explained the importance of having strong calls to action. A few weeks later, he told me he had already seen an increase in incoming calls because of this. It might seem small, but can bring big results to your bottom line.
Here are some ideas;
- Enter your name and email for instant access to the latest MLS listings
- Call now to schedule your free tour of specific home
- Download our free guide — “What Every Seller Must Know Before Selling in ENTER YOUR CITY HERE”
You get the idea. You want the visitor to take an action, make a commitment to you. This can be the difference between a campaign that is in the red and one that is in the black.
Also, your ad itself must have a clear CTA. Make your intentions clear and you’ll increase your CTR (Click Through Rate) on your ads, which will lower your costs.
- Call today!
- Search <YOUR CITY> real estate
- Find your dream home
- Browse our <YOUR CITY> MLS listings
- Find your foreclosure today!
4. Not Tracking/Measuring
This is common with a lot of marketing, not just Adwords. One of the benefits of Adwords is the ability to track right down to the exat search query and ad.
Install the Conversion Tracking pixel (a piece of code that your web developer can install for you). Remember, each landing page needs to have a specific goal.
Let’s say you want the visitor’s name and email address to send them updated MLS listings. After they enter in their name and email they are sent to a confirmation/thank you page, this is where the tracking pixel would be installed.
Google Adwords sees that your user (now a lead) visited the page with the code and registers that as a conversion inside your Adwords dashboard. Facebook advertising works the same way.
You can then determine your CPL (Cost Per Lead) and optimize from there.
5. Negative Keywords
This is a big money waster. When you leave your house, do you leave with the lights on, the door open and the TV on? Probably not. Why would you let your Adwords account waste money? You can simply “turn off” negative keywords.
What are Negative Keywords you ask?
Here is an example….
Let’s say you’re a realtor in Las Vegas, NV (where our World HQ is located 🙂 ) and you target the keyword “Las Vegas Real Estate”
When someone in Las Vegas, New Mexico (yes, a real city) searches for “Las Vegas Real Estate”, the ads from both, Nevada AND New Mexico will show up is Google. So the realtor in Nevada is paying for an impression for a search in New Mexico. This effects your quality score and drives your costs up.
It is a complicated subject, so here are a few blog post from around the Interwebs that should help you out;
This comes from Perry Marshall, the Google Adwords expert…
Should you let Google “help” you, if they call and ask? Read this Facebook post for your answer
Google Adwords can be extremely effective and profitable, if ran properly. It is not an easy thing to master. It takes a lot of testing, a decent size budget and a powerful backend (sales funnel) to maximize your return on investment.
There are plenty of other places for paid traffic, Facebook is one I prefer for the low cost, laser targeting and the fact they have a billion+ users. If you are not using Facebook to generate leads for your real estate office, I would advise to do so.
You can see 500%+ ROI on campaigns when targeted properly.GIF credit: The Frisky