A successful Google AdWords PPC campaign ends with testing your ad for effectiveness and doing it often. You’ve chosen to invest in a campaign and betting on its bringing your the right leads through thoughtful keywords, compelling ad copy and a high-converting landing page. Testing your ad will keep you in line and point to areas of improvement so you don’t waste precious ad dollars and time while your campaign is running.
The Short of Testing Your Ad
Most real estate agents have a set it and forget it mentality. You’ve spent hours poring over each detail to create your PPC campaign. It should work, right?
Monitoring your campaign often is important to ensure that your ads are garnering the results you expect. You might think you have the right keywords and copy, but who is actually clicking on the ad? Or are you even getting any clicks at all? If you start to see either of these scenarios taking place, then it’s time to take a good hard look at the numbers.
Isolate the Potential Issue
We are going to take a “scientific” approach to analyzing your PPC campaign. If you are not getting clicks or not getting the right people to click on your ads, you should look first to isolating each piece of the campaign and see the effect it has overall. The first area to look at are your keywords.
Changing only your keywords can tell you whether they are the root of your campaign’s poor performance. Change your ad group words then monitor the performance of those keywords. If you still aren’t getting clicks or receiving unqualified leads, then change your keywords again.
You may find that in changing your keywords will yield a higher bid. But if you look at the potential return, less expensive keywords that bring you low-quality or no-quality leads ends up being more expensive than more expensive keywords that attract the right people who will likely convert to real estate clients.
The second area to look at is your ad copy. You may be in front of the right people with your keywords, but if they see your ad, does it answer a question related to what they searched in Google for in the first place? Once your ad is up and running, it’s a good time to look at this part of your AdWords campaign because you can take a step back and look at the copy with a clearer head. Ask yourself: if someone searched for the keywords you bid on, does my copy match or relate to that search? Is it a natural progression from their search to your ad?
Finally, and similarly to your ad copy, take a look at the information on your landing. Your landing page should naturally expound on your ad copy. If it seems way off base or doesn’t draw leads in to take action, then you’ll find that you get clicks on your ad but few to no conversions.
A few areas to look at on your landing page include the organization of the information, how the information is communicated (is it clear?) and the images you use. We mentioned in the previous post how it should be informative, relevant and succinct. Go back and take a look to see that you can check these three things off your list.
Are the Numbers Improving?
Every time you change one aspect of your ad campaign (keywords, ad copy, landing page), see how the numbers change over the course of a week. If things don’t improve from testing your ad in one area, make changes in a new area. You might see that the numbers improve with just one key area.
Testing your ad campaign can help you get closer to more effective campaigns from the start the next go-around. As with any marketing tool, it takes a lot of practice to create a high-converting campaign, so have some patience and don’t give up!
If you find that your AdWords PCC campaign is not working despite the step-by-step changes, then you may need to turn off your campaign for a bit. Look at the time of year (winter months tend to be slower in real estate) or determine if you are not wholly focused on the right message or audience. As you keep track of how certain campaigns do throughout the year, you’ll have a good foundation for creating and timing future ad campaigns to get the most out of your PPC ads.