Posts Tagged ‘PPC’

International Targeting with Adwords: Real Estate SEM

For those of you who attended our last LogicClassroom – Intro to Google Adwords, we had a great real estate SEM question in regards to keywords that you utilize in your Pay Per Click (PPC) campaigns:

If you are targeting users in another country for your business, do you use foreign language keywords?

For Google PPC Campaigns, one of the recommended strategies is to target users with whom you do your business – for many businesses, this may mean international targeting.

Languages with Google PPC

  • Keep it Consistent – You should target the language that your ad is written in. So if your ad is written in English, your PPC campaign should target English-speaking users. Google will not translate your ad for you.
  • Keep it Organized – If you want to target users that speak another language, create a separate PPC Ad Campaign for each language.
  • Keep it Focused – In addition to targeting by language, you can also pair this with location targeting. Users can potentially speak different languages in many different locations, and language targeting  gives you an great way to reach your users even if they’re located in non-native areas.
real estate SEMThink about it this way: if you are a company based in the England and want to target the English-speaking population of Italy, you can set your PPC country targeting to Italy and your language targeting to English. When Google detects that a certain user in Italy speaks English, your PPC ad can be shown.
If this situation applies to you, you should creating separate campaigns for each language-country pair. That way, wherever your potential customers are located, they will see your ads in their language

real estate sem

International Targeting

International targeting means that your PPC SEM campaign targets more than one location. Let’s say that a business might want to target several countries where customers speak the same language (such as targeting English-speaking users in the US, Canada, and Australia).

Again, setting up a separate campaign for each main location (such as each country) and selecting the relevant language for each campaign is your best option. By creating these separate geographic campaigns, it will be easier to manage your account and track each region’s ROI.

You can also create very targeted and customized campaigns by tailoring your keywords and ad text to each market. In response to our question, make sure that each keyword list and ad text for each ad group are in one language. This will show the ad in the same language in which the keyword was entered. So if a user enters a keyword in Spanish, the ad will appear in Spanish.

Top Reasons That You Should Be Using Google Adwords

If you aren’t involved with Google Adwords already as an aspect of your real estate marketing campaign (agent or office), then read up on why you should.

Local Businesses thrive on online advertising.
89% of people in the US search online for services and products online before they make a purchasing decision. This is true – perhaps even more so – even when the potential service is available at a business in their area. And with such a geography-centered field as real estate, PPC is perfect. You can also use Google Adwords to  set your ads to show only to people in your area: so you can target your specific demographic in the city, state, or zip code that you specialize in!

Excellent SEO coupled with PPC ads can increase the ranking of your website.
You’ve diligently taken all of our LogicClassroom advice, read all about real estate seo best practices, and your website is now perfectly optimized after all of your hard work. So, your real estate business may already appear in the organic search results on the left side of the page. But run a quick test: Does your website appear on the first page of search results? 2nd? 10th? Does it come up for all possible search terms that your customers may be using when they are looking for what you have to offer? If  “yes”, that’s great, HOWEVER, studies have proven that search advertising can still increase traffic to your site. In fact, appearing in both organic and paid positions of the page at the same time increases the perceived relevance of your website and as a result even increases the number of free clicks you get to your website.

Paid Search compliments your SEO Campaignppc
SEO Campaigns take a great deal of diligence to see through, and takes time to see results. However, in addition to your real estate SEO campaign,  paid search has a few advantages: It is easier and quicker to setup, offers much more control over when and where your ads appear, and its impact is easier to measure through comprehensive analytics and reporting. It is recommended that website owners practice both effective SEO and advertising.

Online advertising can be customized to fit any budget

Consider PPC Advertising as an investment, not a cost. You only pay per each click that a user interested in your product clicks to learn more, so there is a direct return on however much or little you spend. And how much you are willing to spend is completely up to you. There’s no minimum spend requirement and you only pay when someone clicks on your ad. You can even set a maximum that you are willing to bid per click and you can start and stop your advertising at any time.

You don’t need to be an expert to set up your own campaign.

While it’s helpful to solicit the service of experts (ahem, Boston Logic!)  to manage your real estate sem,  getting started is easy. You don’t need to have the perfect keywords or ads immediately: you simply get started, see what works and what doesn’t, and make alterations. You can constantly fine tune and tweak your campaigns as they run, without having to check in on them everyday.

The automated feature allows you to let them run without checking in every day.

Real estate agents and brokers are busy. We get that. But once you have got your online ads up and running, the automated PPC feature doesn’t require that you check in with them everyday. Still don’t have time to get started? We can help you! Contact Boston Logic today about setting up your business’ online advertising campaign.

Outdoor

Outdoor can work. Here’s a great example:

outdoorWhen you want to reach a mass audience with a geographically targeted message, Consider outdoor media.

Now, you may be puzzled why we’re writing about outdoor on an SEO and online marketing blog? Well, first, here are some reasons we love outdoor:

Have a look at the billboard in the photo above. That’s quite a message. It’s in a place where this woman knew her husband would see it. Well, so did another 250,000 people. Let’s call the woman the advertiser and the man her market. Well, she had a very targeted market and she get her message right to them. Imaging your perfect customer. Is there somewhere they go all the time (other than Google). Can you catch them when they’re looking for what you’re selling?

Next, outdoor is highly geographically targeted. Now, with Google adwords, you can pick, in a pretty precise way, the areas where your ads will show up. If you’re doing SEO, and you want to get local, you’re going to need to pick localized terms. The nice thing about this strategy is that the more specific you get, the better your customer will be. Also, these hyper specific terms are easier to rank for and cheaper (if you’re using PPC). They just get fewer searches then some of those marquis terms.

So, here’s why I don’t like Outdoor:

It’s hard to change your message. If you spend $10,000 putting up a billboard, you’re stuck with it. The cost to put up a different billboard is quite prohibitive and it’s going to throw your ROI calculations into the red. By contrast, PPC campaigns can have different language running in about 5 minutes.

Just the other day, i saw a billboard that said BUY MORE CARPET is huge letters. Then, there was some language, in much smaller font, telling you who put up the ad. The problem is, I can’t for the life of me remember whose ad it is. Also, they don’t want you to just buy more carpet. They want you to buy more from them. So, if the ad had said:

BUY MORE CARPET
(from us)

This would have been more effective.

I guess the folks who put up this ad were going for laughs, but all they had to do was work their name into the joke and then they’d get a lot more bang for their buck. Dunking Doughnuts has a good slogan “America Runs On Dunkin.” If they’d made the slogan, “America Runs On Doughnuts” it wouldn’t have been nearly as effective.

I just feel really bad for that carpet company. By the time they figure out that their message isn’t helping their brand, it’ll probably be too expensive to change. Luckily, the woman who bought the billboard in the photo above doesn’t need to change her ad, even if the message never reaches her audience. I don’t think she really cares.

LogicClassroom Session on SEM 101

Thank you to everyone who came to our latest LogicClassroom session on Search Engine Marketing 101!  We explored the basics of SEM, including search engine optimization and pay-per-click advertising.  We learned how these tactics help you bring traffic to your site from the major search engines.

Don’t worry if you missed this LogicClassroom session, you can view the slides below at your convenience. Enjoy!

Our next LogicClassroom will be on 3/9/10. Learn how agents and brokers can create effective and engaging email marketing. Please email Katrina if you would like to attend.

Class Monday Night: Online Lead Generation Techniques for Real Estate Agents

Hi all,logic_classroom1

In case you forgot, I wanted to remind everyone that we’ll be holding our first Logic Classroom this coming monday night, November 9th. Everyone is welcome to attend by Webinar. If you are a local, you can come and join us in our office. If you are interested, please email Katrina at ksierant@bostonlogic.com.

What will we cover in this session?

We’re going to cover how leads are sourced, incubated, and converted into sales via the web. We’re going to touch on search engines, SEO, social media, blogging, and how your website should be the foundation of it all. We’ll also go into effective website design based on our experience in the market.

I hope you will join us!

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