After you pick some keywords and set your bid amounts, the pay-per-click system you’re using will tell you where you’re ranking in the results. This way, if you’re ranking 20th or not even ranking at all, you know you need to increase your bid price if you want to appear higher in the results. internet marketing seattle
The results that show up in the middle are called “organic results” from SEO (search engine optimization). The rest of the results are pay-per-click internet marketing ads, which is what we’re focusing on today.
Of course, at the same time, that particular keyword won’t get as many searches as “Seattle real estate”. But if you have hundreds of these long tail keywords that you’re bidding on, the volume will add up and your budget will thank you for it!
The website advertiser will then pick some “keywords” that they think prospects would search with if they were looking for a site like theirs. They will set the price they’re willing to pay Google or Yahoo or MSN if someone who searches with those keywords actually clicks on their ad and goes to their website.
How much you are willing to pay for each click will determine how high up you are on the search results. You can bid whatever price you want. But bid too low and your ad will never appear. Bid too high and you could be wasting a ton of cash.
One of the keys to a successful pay-per-click internet marketing campaign is selecting enough keywords. You don’t typically want to compete with other advertisers for the “mainstream” keywords like “Seattle real estate”. It’s a bit broad and very competitive. You’d probably have to pay a few bucks per click just to get on the first page of results.
You probably already know about pay-per-click internet marketing but in case you don’t, think about when you do a search on Google. You’ll type in the phrase (keyword) you’re searching for and a list of website results will show up in the middle of the page.
So one solution is to use a good “Keyword Research Tool”. Google has one of their own, which is great to use. The problem with Google’s keyword tool is that it won’t give you many “long tail keywords”, which are keywords with about 4 or more words in the phrase.
So if you reach your limit half way through the day, your ad will basically stop showing until the following day and your daily budget starts all over again. This keeps your financials under control.
Headlines are the big key! Make sure you’re writing eye-catching headlines that people want to click on and that are relevant to your site or blog.
A great long tail keyword research tool I use for my pay per click internet marketing is the one by WordStream. It’s free and gives you a bunch of great keywords that I don’t see with other keyword tools out there. It’s a good idea not to rely on just 1 keyword tool so get used to a few and see which ones you like best.
You’ll want to stick with your ads that have the highest click-through-rate (number of people clicking your ad vs. the number of times your ad appears) and stop the ads that are performing poorly.
What website advertisers, like yourself, will do is set up a Google AdWords account (or Yahoo, or MSN or any other search engine that allows pay-per-click internet marketing ads) and write up a couple of short ads, which will appear as I explained above.
So what’s one of the fastest ways to jump start the flow of traffic to your website or blog as a Realtor? Pay-per-click internet marketing! It costs money but I’m going to show you a twist that may save you some cash, with Facebook. Pay-per-click internet marketing is simple but it’s not. It’s cheap but it isn’t.
The beauty of writing these ads is that you can write several and test them against one another. Google, for example, will create a test for you and display your ads evenly to see which ones are performing best.
Another area of pay-per-click internet marketing you’ll want to focus on is the ad that you write. They’re typically pretty short, in terms of the space the pay-per-click company gives you, so you need to make the most of it.
The nice thing about most pay-per-click internet marketing accounts is they let you set a daily spending limit. This way, you can set the price you’re willing to pay for each keyword as well as the total amount you’re willing to spend each day.
For example, instead of “Seattle real estate”, you could bid on the long tail keyword, “Ballard real estate condos for sale”. It’s more obscure and therefore, less competitive.
Other solid ones would be Traffic Travis and the famous WordTracker Keyword Tool.
But you’ll also see 2-3 highlighted results at the top of the results plus a list of different looking results running down the right side of the page.
Test, test, test! I can’t stress that enough!
In the end, pay-per-click is simple in that you write some ads, set the price you’re willing to pay and start seeing traffic hitting your site, sometimes in a matter of minutes.
Facebook also has a different kind of audience. It’s all about being social with your friends so people aren’t exactly searching for a certain topic, as they would with Google or Yahoo. That is probably one of the reasons why the “click-through-rate” (CTR) with Facebook is quite a bit lower than Google.
Like I said, as with any other marketing weapon, you’ll want to test, test, test. It takes a little time to learn how all this pay-per-click stuff works but it’s well worth the learning curve.
Also, if you have the cash but don’t have the time, you can have a company handle your entire pay-per-click campaign for you. They’ll set it up, gather all the keywords, select the bid amounts based on your budget, etc.
While you can set your pay-per-click campaign on autopilot, for the most part, you’ll need to maintain it from time to time.
It really all comes down to testing, as it is with any marketing weapon. Just have patience and tweak aspects of your marketing to get better results. It’s not magic; it’s just hard work and diligence. Pay attention to the numbers and you’ll be successful.
But in some ways it’s not so simple because you need to select a large number of solid “keywords” that people will search for in order for your ad to pull up. That process can be tedious and time consuming but it’s not as bad as weeding the garden in your backyard.
But if you’re looking to save some cash and target your market like crazy, try using Facebook’s pay-per-click advertising. It’s relatively cheaper than Google and Yahoo and you can really drill down on the demographic information to target your audience super-duper well.
If that’s the case and you’re trying to get in the top position in the results, you could end up paying through the nose. Some keywords cost $14 PER CLICK just to get on the first page of the search results! Go with long tail keywords and watch your pennies. Again, WordStream’s Keyword Research Tool will help you do this.
Pay-per-click is cheap because you can pay as low as a nickel per click. But it can get expensive if there are a lot of other advertisers vying for the same keywords you are.
WordStream is the company I mentioned earlier that has the free keyword research tool. They also have search engine optimization and pay-per-click services. Check them out, if that’s what you’re looking for.
But even with a lower CTR, you’ll still get a TON of “impressions” (having your ad show up on a person’s Facebook homepage so they see it). If nothing else, it’s fantastic branding for you. Repetition is a HUGE part of any marketing weapon.
Pay-per-click is extremely effective because you can set up your account and start seeing traffic to your site in minutes. It’s not so effective, though, if you’ve picked poor keywords or keywords that aren’t relevant to your website or blog. It’s OK because you won’t get billed for anyone clicking on your ad but not so good because you also won’t get any traffic.
Google and Yahoo have put together some fantastic tutorials for their pay-per-click programs, which I recommend checking out. It’ll make the whole process very clear for you.
You’ll want to see which of your keyword bids need to be adjusted higher or lower, depending on the ranking you’re getting.
You’ll want to check your ads and delete poor ones but also create new ones to try out.
You’ll want to add keywords until you have a gigantic list, preferably in the thousands if you can get there. The more low cost keywords you have, the more clicks you’ll get. Plus you’ll get a bigger bang for your buck.
You can target prospects by age, education, geographic location, language, keywords they have in their Facebook account, etc. Google and Yahoo allow you to do some of this too but Facebook let’s you go further.
This way, even if someone doesn’t click on your ad the first time, they’re likely to see it again and click or at least have your name/logo in their head. And remember, you can target your audience down to geographic location so branding really comes into play here.
As with Google and Yahoo, you can usually find promo codes on the web for a “$50 credit” to start your Facebook pay-per-click campaign with. Just do a Google search for it. It’s free money, take it.
Yes, they charge a monthly fee but if you want to be hands-off and have the money to spend, it’s worthwhile. There are a number of these companies to choose from but I’d recommend looking at the services WordStream offers.