What's the point in Google Ads? A chat with Pete Butler...

Alex recently had a chat with Pete Butler who runs Grow My Estate Agency (https://growmyestateagency.com/) and helps lots of agents manage the pay-per-click landscape on Google by either helping them do it themselves or by doing it on their behalf. 

The idea was to provide insight into the basics of PPC - what is it, why should you consider it, what sort of costs are involved, how do you target people etc. 

For your viewing pleasure, the video is here:

And the loosely transcribed text version is here:

Introduction:

Embark on a detailed journey through the realm of Pay-Per-Click (PPC) advertising with our beginners guide. In this article, we'll dissect the nuances of PPC, shedding light on its purpose while incorporating examples for a more practical understanding.

1. The Genesis of Pay-Per-Click Advertising:

Since its inception in 2002, PPC advertising, notably through platforms like Google, has been a game-changer in the digital marketing landscape. Departing from the gradual organic visibility on search engines, PPC provides an instantaneous and dynamic presence. 

This is exemplified through the Google Ad platform, where businesses engage in a minute-by-minute penny auction, paying exclusively for actual clicks.

2. Decoding the Pay-Per-Click Model:

Fundamentally, the PPC model operates on a pay-per-click basis, meaning advertisers are exclusively charged for user clicks, not for mere impressions. 

The process hinges on strategically chosen keywords—specific phrases users input into search engines. 

Take, for example, someone searching for "flights to Colombia" or "flights to Miami" — these are the keywords that businesses bid on to ensure their ads reach users actively seeking relevant content.

3. Utilising Google's Keyword Planner:

To identify the optimal keywords for a successful PPC campaign, Google provides the indispensable Keyword Planner — a free tool that assists advertisers in gauging search volume and competitiveness. 

This tool proves invaluable for crafting targeted campaigns tailored to resonate with the intended audience.

4. Tailoring Campaigns and Budget Considerations:

PPC campaigns can be finely tuned to various audiences, whether it's buyers, sellers, or tenants. 

Consider the scenario where a real estate agency, traditionally focused on valuations and landlords, recognises a shifting market demand. 

Now, the agency is exploring new avenues by targeting potential clients searching for specific property types, like "two bedroom house in rugby."

Regarding budget considerations, an average monthly budget between £250 and £300 is recommended, allowing for scalability based on performance. 

Advertisers retain flexibility by setting daily limits to prevent budget overruns, ensuring cost-effectiveness.

5. Strategies for Maximising Clicks and Ongoing Optimisation:

Maximising clicks involves expanding the campaign's reach to different geographic areas. 

For instance, an agency based in Scotland, acknowledging the market's unique characteristics, strategically expands its reach to new postcodes, tapping into previously untapped markets.

Ongoing optimisation is key, involving constant exploration of new territories and refining targeting strategies based on performance data. 

In this context, agencies are now competing with major property portals like Zoopla and Rightmove, aiming to capture the attention of users actively searching for property information.

Conclusion:

PPC advertising stands as a powerful and targeted approach to connect with potential customers. 

By delving into the fundamentals of the pay-per-click model, leveraging tools like the Keyword Planner, and implementing strategic targeting based on real-world examples, businesses can elevate their online visibility and accomplish marketing objectives.

For further details and a complimentary demo, get in touch with Pete and arrange a chat - https://growmyestateagency.com/last-31-days.