The sample above is on a desktop view. It has a contact number but sometimes when greyed then it’s not clickable. The number above is blue and is clickable, so when the person clicks, it redirects the person to the app where he/she can call using that number. On a mobile device or smartphone,people could call you directly.
If you go back to Google,you want to click the add new call extension.
You’re going to pick the right country so it’s defaulted to the United States.If you’re in Canada obviously you would change it to Canada.
Then you would put your phone number and leave all the rest as is. Click save and that will put your phone number directly into the Ad.
There are also more extensions if you click the Ad extensions.
If you have an app or if you have your company or your franchise,they will provide with you your own version of an app.
Click the new Ad extensions and then click the New App extension.
You could be specific and let’s say anybody who’s on an iOS device search up the app in the App Store.You put it in there and then people can download your app directly. You would want to do one for Android and one for iOS and click save for both of them.
There are other options too. You could do location extensions if you just want to add keywords to the areas that you serve.There’s a lot of other options that you can do but the main ones are the Call-out extension and the Sitelink. These are the two main ones that you want to do.
Click save and continue.
What you just set up was the campaign level.Now we’re moving on to the more refined part where we’re going to create the Ad Groups.
So,the name of the group should be whatever the call-to-action or your keyword is,that you’re going for.
In this sample,the main ones we’ll use here would be one Ad for Open House,one Ad for House Values,another one for a Real Estate for Sale.Those are the top three that you want to start with.Those are obviously the most logical ones that we’re going to focus on.
The Open Houses would be your Ad group number one. You’re going to name it as open house and then in the section boxed in red,that is where you put all of the keywords.
We recommend you have typed-out a list of all the keywords that you’ll need so that you can just copy and paste the text. We recommend you follow the format below.
So, in the example, we will use the below format:
+Vancouver +Open +House
The plus sign means the word must be prevalent in the search.If a person goes to Google and searches using the keywords Vancouver and open.The word Vancouver and open could trigger your keywords but that person is not actually looking for Open houses.But because we have the plus symbol in front of each word,their keywords have the three words we put-in, the Vancouver, Open and House so your Ads will be triggered. It doesn’t have to be in a particular order.Just as long as they do the search,it has those three words.
You are going to want to add all of the brokerages and franchises in your area.What’s the idea of listing all the brokerages in the area?If a person who’s thinking of going to an open house,maybe they saw an open house sign rider on the for-sale sign.They go to Google and search for the name of that company.You want to show up for that search too.
Also, what you want is the plus symbol plus the brokerage word together as if it’s one.That is proper.If there’s a space between them,that is not proper.
You can also revisit and edit your keywords. After a couple of weeks, you check which keywords work and which did not. So,you can remove the keywords that didn’t work or change them. You could have other words in it but you’re being very specific,here are three variations.
Below are more of samples you can use:
+Weekend +Open +House
+Weekend +Open +Houses
+Weekend +Open +Home
+Weekend +Open +Homes
+MLS +Open +Houses
+MLS +Open +House
+MLS +Open +Home
+MLS +Open +Homes
+Sunday +Open +Houses
+Sunday +Open +House
+Sunday +Open +Home
+Sunday +Open +Homes
+Real +Estate +Open +Houses
+Real +Estate +Open +House
+Real +Estate +Open +Homes
+Real +Estate +Open +Home
+Realtor +Open +Houses
+Realtor +Open +House
+Realtor +Open +Homes
+Realtor +Open +Home
For local brokerages and franchises, you can do a +Name+Open +House.
Paste the keywords and it’s okay to have spaces between them.
Click save and continue.
The next part is creating the Ad.
This part shows a preview of what the Ad is going to look like.The very first step says the final URL.
It’s going to pull in whatever your website is but because you know you’re triggering based on the open house keywords, you don’t want them going to your website, you want them going to the landing page or a page on your website that talks about open houses.
The headlines will be:
Headline 1. Vancouver Open Houses
Headline 2.Real Estate for Sale
Headline 3. Saturday and Sunday Open Houses
Then under the description:
Description 1.Get a Full List of this Week’s Open Houses in Vancouver
Description 2. Vancouver Real Estate
Make a clean simple Ad.See the preview below on the smartphone view.
See the preview below on the desktop view.
All those Sitelinks that you’ve just created are going to get added underneath those Ads.This makes the Ad double in size which is awesome. Click save and continue.
You continue to Set up billing if you have anew account and haven’t set-up the payment methods yet.
And click submit.
If you already have, you proceed with confirmation and continue to campaign.
If you navigate and click on Ads and Extensions on the left side of the dashboard. It’s going to show you the Ads you made.You should actually have at least three Ads.To add more, just click the plus button.
Add a text Ad.
Select the group that we’re doing it for.
As you create more of these Ads in the future,there’ll be other options you’ll see on the image sample above.
After choosing the Open Houses that are shown above. You’ll then be redirected to the page where we put the final URL, the headlines 1-3 and the description 1 and 2.Once you’re done, you’ll have an option at the bottom part of the page to choose from:
1. Save and add another.
2. Save and create extensions.
3. Save Ad.
You can proceed with Save and Add Another until you meet your desired number of Ads to create.As time goes on,keep adding more and more. Now that you have different Ads that are going to be running,click Save Ad.
When you click on the Ads and Extensions,you will see all the Ads and in two or three weeks,when you come in to check it out,you’re going to see which one of your Ads is performing well and the other ones that aren’t working so good.
What you can do is modify the others that are not working well.That’s why you make more than 1,2 or 3 Ads because you can’t just rely on a few Ads.You didn’t realize that by just changing up a few of the words,you’d have a better click-through rate.
The other thing you can do is click on the keywords and it’s going to show you a list of all the keywords that we’re targeting.Let’s say in three weeks,you come in and some of the keywords aren’t working out so well for you,what you can do is click on the pencil button,which means to edit, and then just change it.Choose the Phrase Match and get rid of the plus symbols and then click Save.
The CTR or click-through rate is based on how many times the keywords are triggered and then how many times did the searchers click.The higher that click-through rate,the better.
Let’s say you make that change and then a couple of weeks later you log back in.To the ones that are not working out so well,click the plus button and then you could make it a broad match and then click Save.
The reason many don’t like a broad match too well is that it is literally too broad.What if a person has searched an open house but they were actually searching for a school open house or like a church open house or a rental open house?All these other things,that’s why many don’t like the broad match.
Click-through rates are typically on the lower end of things usually in the single-digit percentages.You’re not going to get a 20% click-through rate or a 50% click-through rate.For most of you,it’s going to be like 6%,10%,8%, or 3%.But what you’re really worried about is the ones that are like a 0.001%click-through rate.Something’s not matched up,that’s what you’re really concerned about there.
Once your Ads have been running for a while,you’re going to be able to log in and see what search terms are working and which ones are not working.Do this a lot to get things up and running well.
The best thing about Google pay-per-click is that once you set it up,you can forget about it for a couple of days.You could have some campaigns with good CTR that could be running for years and the keywords don’t need to be changed.The landing page doesn’t have to be new as well.It just has to be new to the person who’s doing the search.Once you find something that works,dial it in and get more chances to get leads.
Stay tuned for part 3 in our next series!!!