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Why Not Put Your Dormant Little Website to Work, Part II



google adwordsLast week we talked about the possibilities of utilizing AdWords to get some leads flowing to your sites – without going broke.

First, let me say that there are definitely lots of ways to obtain leads while going broke! For example, you could pay up for the primary keywords (KWs) in your neck of the woods, like “Atlanta Real Estate,” and “Atlanta Homes,” and other such high volume competitive keywords.

Let’s say you use brute force (cash) and set up a very basic AdWords campaign to put you in the top three positions for these primary KWs, and you passed these clicks to your home page. For the terms above, this will cost you $3 per click through (CT) and will mow through a $200 monthly budget in 66 CTs. This will take about 1-4 hours and get 66 unfocused-curious-tire-kicking-gomers to your home page. This will in effect, net you a $200 donation to Google, thank you very little. By the time you land a client, you could of paid cash and just bought someone a house and given it to them. Still not a sale.

So AdWords is indeed lame then, right? It can be, that’s for sure! But let’s look at how to set up a really effictive AdWord campaign.

Here’s what you do: you set up an AdWords account consisting of many campaigns. Each individual campaign using as many as possible, very specific long-tail KWs. Each group of KWs points to their own matching Ad, and each Ad points to its own matching landing page.

Note: forget the content network, turn it off, people searching for paint are not looking to buy a house. Some may be but this is called untargeted traffic and we’re not interested.

Again, you create a campaign consisting of, lets say 100 long tail KWs, one AD and one landing page. Then you build 50 of these. If you were selling products, this could be 50 products. For real estate, I chose neighborhoods.

By the way, this scenario will also net you an account with a very good Quality Score and will enable you to compete with the brute force advertisers for pennies per CT. Because while AdWords is an auction with Ad placement going to the highest bidder, it’s also graded on a curve called Quality Score.

Design your entire AdWords campaign for Quality Score

According to Google, here’s the definition of Quality Score:
The AdWords system calculates a ‘Quality Score’ for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. A keyword’s Quality Score updates frequently and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC

This means that the higher your Quality Score, the less it costs you to compete to display your Ad. For example, if you have a Quality Score of ten and your competition has a Quality Score of  two, then “Atlanta Real Estate” costs you $0.16 per CT and costs your competition $3 per CT. Pretty cool, eh? For now, we are still ignoring those primary KWs, but this is a nice side effect. Instead, we are after all the traffic generated from the hundreds of long tail KWs. This traffic is Super Targeted.

Let’s take a deeper look using my site as an example, since it’s working and it utilizes all of the above. Take a look at my site: Atlanta Real Estate Info. Look at that column of neighborhoods down the right side. Guess what those are….landing pages. Click one, check its URL, its Title Tag, the Text on the page; they are all matching or closely related.


Now you can’t immediately see this, but there are 50 unique AdWords Ads that point to each of these 50 landing pages. The text on each Ad also matches the respective landing page text. And finally, driving each Ad is a list of 20-100 long tail KWs that also have similar and matching KWs and phrases.


So Google looks at this and says, the KWs match the Ads, which matches the URLs, which matches the Title Tags, which matches the on-page content. Quality Score HIGH.

Besides all this matching content, the other big factor that goes into Quality Score is the predictability of your business to Google. Google wants the performance of Adword campaigns to be predictable for them. So if you have 2000 long tail KWs spread across 50 campaigns, it’s much better than just one KW in one campaign. Think of it like this, as a manufacturer would you rather do business with one reseller carrying just one of your products, or would you rather do business with 50 vendors carrying all your products?

How does this work in the real world?

Let’s analyze one of my specific campaigns.

  • Campaign: Chattahoochee River Club
  • 37 Keywords used in this campaign: Chattahoochee River Club, Chattahoochee River Club Homes, Chattahoochee River Club Georgia, etc.,etc.
  • Keyword match set to broad match, Content Network OFF.
  • Google Ad reads: See All Homes in Chattahoochee River Club, (see picture of Ad)
  • Landing page Title: Atlanta Real Estate | Chattahoochee River Club
  • Landing Page URL: www.AtlantaRealEstateInfo/ChattahoocheeRiverClub.php
  • Text on Landing Page: follows the theme, take a look- Chattahoochee River Club.

If a Google searcher makes it all the way to this landing page, there’s a high probability they are wanting to search homes, so they click the big button in the middle.

Now, you repeat this entire scenario for as many neighborhoods, counties, or towns as you want to, the more the better.

Here are some metrics from my account in the last thirty days:

  • Average CPC $0.20
  • Clicks 541     (541 highly targeted visitors)
  • Registered Leads 121
  • Impressions 83,377
  • Click Through Rate (CTR) 0.65%
  • Total Cost $110
  • I sometimes get some of the big primary KWs for $0.18 per CT

In the future, I would like to double my Registered Leads and I have some ideas about that. I would also like my CTR to roughly double as well and this comes down to writing more effective/compelling Ads.

In summary, design your next AdWord campaign with the sole purpose of achieving a high Quality Score. This will cause you to do everything right and you will wake your site up and start getting some leads!


Rob is the founder of The Georgia Realty Group, a real estate company focusing on the five large counties north of the 285 perimeter in Atlanta. Out of USF in 1991 as an Electrical Engineer, he then quickly shifted into software sales. For 12 years, he sold enterprise level Engineering Design Automation (EDA) software to Fortune 500 companies. His current focus is web site design, SEO and lead management activities and he also takes on the occasional excellent client. Find him at

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  1. Keith Lutz

    September 30, 2009 at 5:00 pm

    This was a really great article. I learned alot. I also like that that mortgage page, and how the graphic changes, really cool. Is that yours?

  2. Atlanta Real Estate

    September 30, 2009 at 9:01 pm

    Thanks Keith. It’s tough to boil something like this down to a few paragraphs and be able to convey to a wide audience.

    Glad it was helpful,


  3. stephanie crawford

    October 3, 2009 at 1:52 am

    This is great. This is stuff I’d expect to pay for.
    I’ve been using AdWords for years, but the recent influx of competitors has driven the cost per click way up. I’ve changed my strategy and started shooting for long-tails. My clicks and visits have gone done, but you’ve given me some great ideas.

    I’ve recently launched a brand new website so my rankings have fallen off the map. I’m going to use this slow part of the year to start building new landing pages and campaigns.

    I’d love to hear your thought on Facebook advertising.

  4. Barbara Bradley

    October 3, 2009 at 8:46 am

    Rob McCance @agentgenius Great step-by-step directions for improving website effectiveness! I will give it a try and see what develops. Thank you for sharing. I will be following you and hoping to learn more.

  5. Rob McCance

    October 3, 2009 at 9:58 am


    Good job identifying the issues and deciding to attack them.

    I can’t imagine a much more competitive landscape than here in Atlanta, except maybe LA, or San Diego, or some other huge metropolis. So don’t be discouraged in NashVegas.

    I’m getting serious AdWord traffic here for $0.20 or less per click. So I KNOW you can do it there!

    Your transition to long tail KWs is a great start. I never chase the large $6/CT terms here – too expensive and actually not very targeted.

    People search “Atlanta Real Estate” for lots of reasons.

    People search “new homes in Windermere Cumming GA” for basically ONE reason!

    I recommend you design your new AdWords campaign exactly like I did mine.

    Start by identifying 20-50 large or popular neighborhoods in your area. Build landing pages for each one. Make sure everything correlates within each page: the URL/Title Tag/H1/Text on the page.

    Building these will be laborious and take time. Took me maybe a week.

    After they are all done, you have some great landing pages to start building your Adwords campaign and ad groups and that is also some work, but much quicker and easier. Will take maybe a day.

    Then, sit back and rock!!

    Lastly, I apologize but I’m not currently into social networking. I’ve picked my battles and lead capture via my web site is the method I’m working on 24/7 these days.



  6. Atlanta Real Estate

    October 3, 2009 at 10:58 am


    Thanks and let me know if you have any Qs.

    Are you currently using AdWords?


  7. Nick Nymark

    July 31, 2010 at 4:07 pm

    Learned something new. Great Article!

  8. Keith Lutz

    July 31, 2010 at 6:11 pm

    You Wrote:

    “In the future, I would like to double my Registered Leads and I have some ideas about that.”

    Any more on this? Much appreciated.

  9. Rob McCance

    July 31, 2010 at 7:26 pm

    Nick – thanks.

    Nice to see this old article getting some play. All the info is still curent.

    Keith – I still have the same ideas, but they involve a tremendous amount of work. I want to add irresistable content to each of my 50+ landing pages. Things like:

    –detailed community reports
    –video tours of each community
    –interviews with residents

    All of these obtainable in exchange for a valid registration, of course.

    Massive work. Could maybe do one a week, max, and that’s a year right there!


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Social Media

Twitter branches out into voice chat – what could go wrong?

(SOCIAL MEDIA) We’re learning more about Twitter’s forthcoming audio chat rooms, but what is Twitter learning about moderation?



Twitter open on a smartphone on table next to a cup of warm brown tea.

Twitter wants you to talk more with more people. Like, actually form words. With your mouth.

In November 2020, the micro-blogging giant announced it’s testing its new Audio Spaces feature, which allows users to create audio-only chat rooms – making it what Wired calls a copycat of the new and buzzy Clubhouse app.

Twitter itself hasn’t released many details, but tech blogger/app-feature detective Jane Manchun Wong has been tweeting some of the deets.

How it works

Here’s what we know about the private beta version, according to Wong: Users create a chat room and can control who is admitted to the group, whether it’s the public, followers, or followees. Group size is currently limited to 10. Members can react with a set set of emojis: “100,” raised hand, fist, peace sign, and waving hand. Spaces conversations are not recorded, but they are transcribed for accessibility. It uses Periscope on the back end.

One thing that’s not clear: The actual name. Twitter’s announcements have been calling it Audio Spaces, but the product’s handle is @TwitterSpaces.

It’s Twitter! What could go wrong?

The big gorilla in the chat room is moderation – as in, how do you keep humans from being terrible on Twitter?

We can all be forgiven for skepticism when it comes to Twitter’s aim to keep Audio Spaces safe(ish). Twitter can be a toxic stew of personal insults and even threats. Interestingly, Twitter is starting its test by inviting users who are often targets: Women and people from marginalized groups. Great idea! Who better to help craft community guidelines?

Requiring platforms to shut down hate speech and violent threats is having a moment, and Clubhouse is already in the controversy mix. Even as invite-only, the app has had some high-profile failures to moderate with threats toward a New York Times reporter and a problem anti-semitic conversation. It seems likely Twitter is paying attention.

Also on the safe(ish) side: The space creator is all powerful and can mute or kick out bad actors. Spaces can also be reported. Then there’s the transcription, which sets Audio Spaces apart from similar apps. Chat transcription was aimed at accessibility but, TechCrunch suggests that might help keep things civil and appropriate if people know their words are being written down. Hmm. Maybe?

Also… Why?

It doesn’t appear that there was a groundswell of demand from users, but Audio Spaces at least is something different from the feature pile-on making the social media big dogs start to look the same, as in Twitter’s also-new Fleets, Instagram’s and Facebook’s Stories, Snapchat’s… Snapchat. (See also Instagram’s Reels, Snapchat’s Spotlight, TikTok’s… TikTok.)

Clubhouse does appear to be hugely popular in Silicon Valley – and it has the investment capital to show it – so maybe there’s something to this audio-only chat thing. But we’ve already seen pandemic-fueled Zoom-happy-hour-fatigue, as users have gotten frustrated with too many people talking at the same time. Video chat can give users at least a few more clues about who is talking and who might be about to talk. Audio-only chat seems like it could quickly devolve into a chaotic cacophony.

But, Twitter says, conversation will flow naturally, and it advises users to “be present.”

“Just like in real life, the magic is in the moment,” it says.

It’s beta testers will surely have a lot to say about “magic” and “moderation.”

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Social Media

New Pinterest code of conduct pushes for mindful posting

(SOCIAL MEDIA) Social media sites have struggled with harmful content, but Pinterest is using their new code of conduct to encourage better, not just reprimands.



Pinterest icon on phone with 2 notifications, indicating new code of conduct.

It appears that at least one social media site has made a decision on how to move forward with the basis of their platform. Pinterest has created a brand-new code of conduct for their users. Giving them a set of rules to follow which to some may be a little restricting, but I’m not mad about it. In a public statement, they told the world their message:

“We’re on a journey to build a globally inclusive platform where Pinners around the world can discover ideas that feel personalized, relevant, and reflective of who they are.”

The revamp of their system includes 3 separate changes revolving around the rules of the platform. All of them are complete with examples and full sets of rules. The list is summed up as:

  • Pinterest Creator Code
  • Pinterest Comment Moderation Tools
  • Pinterest Creator Fund

For the Creator Code, Pinterest had this to say: “The Creator Code is a mandatory set of guidelines that lives within our product intended to educate and build community around making inclusive and compassionate content”. The rules are as follows:

  • Be Kind
  • Check my Facts
  • Be aware of triggers
  • Practice Inclusion
  • Do no harm

The list of rules provides some details on the pop-up as well, with notes like “make sure content doesn’t insult,” “make sure information is accurate,” etc. The main goal of this ‘agreement’, according to Pinterest, is not to reprimand offending people but to practice a proactive and empowering social environment. Other social websites have been shoe-horned into reprimanding instead of being proactive against abuse, and it has been met with mixed results. Facebook itself is getting a great deal of flack about their new algorithm that picks out individual words and bans people for progressively longer periods without any form of context.

Comment Moderation is a new set of tools that Pinterest is hoping will encourage a more positive experience between users and content creators. It’s just like putting the carrot before the donkey to get him to move the cart.

  • Positivity Reminders
  • Moderation Tools
  • Featured Comments
  • New Spam Prevention Signals

Sticking to the positivity considerations here seems to be the goal. They seem to be focusing on reminding people to be good and encouraging them to stay that way. Again, proactive, not reactive.

The social platform’s last change is to create a Pinterest Creator Fund. Their aim is to provide training, create strategy consulting, and financial support. Pinterest has also stated that they are going to be aiming these funds specifically at underrepresented communities. They even claim to be committing themselves to a quota of 50% of their Creators. While I find this commendable, it also comes off a little heavy handed. I would personally wait to see how they go about this. If they are ignoring good and decent Creators based purely on them being in a represented group, then I would find this a bad use of their time. However, if they are actively going out and looking for underrepresented Creators while still bringing in good Creators that are in represented groups, then I’m all for this.

Being the change you want to see in the world is something I personally feel we should all strive towards. Whether or not you produced positive change depends on your own goals… so on and so forth. In my own opinion, Pinterest and their new code of conduct is creating a better positive experience here and striving to remind people to be better than they were with each post. It’s a bold move and ultimately could be a spectacular outcome. Only time will tell how their creators and users will respond. Best of luck to them.

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Social Media

Facebook releases Hotline as yet another Clubhouse competitor

(SOCIAL MEDIA) As yet another app emerges to try and take some of Clubhouse’s success, Facebook Hotline adds a slightly more formal video chat component to the game.



Woman forming hands into heart shape at laptop hosting live video chat, similar to Facebook's new app Hotline

Facebook is at it again and launching its own version of another app. This time, the company has launched Hotline, which looks like a cross between Instagram Live and Clubhouse.

Facebook’s Hotline is the company’s attempt at competing with Clubhouse, the audio-based social media app, which was released on iOS in March 2020. Earlier this year, The New York Times reported Facebook had already begun working on building its own version of the app. Erik Hazzard, who joined Facebook in 2017 after the company acquired his tbh app, is leading the project.

The app was created by the New Product Experimentation (NPE) Team, Facebook’s experimental development division, and it’s already in beta testing online. To access it, you can use the web-based application through the platform’s website to join the waitlist and “Host a Show”. However, you will need to sign in using your Twitter account to do so.

Unlike Clubhouse, Hotline lets users also chat through video and not just audio alone. The product is more like a formal Q&A and recording platform. Its features allow people to live stream and hold Q&A sessions with their audiences similar to Instagram Live. And, audience members can ask questions by using text or audio.

Also, what makes Hotline a little more formal than Clubhouse is that it automatically records conversations. According to TechCrunch, hosts receive both a video and audio recording of the event. With a guaranteed recording feature, the Q&A sessions will stray away from the casual vibes of Clubhouse.

The first person to host a Q&A live stream on Hotline is real-estate investor Nick Huber, who is the type of “expert” Facebook is hoping to attract to its platform.

“With Hotline, we’re hoping to understand how interactive, live multimedia Q&As can help people learn from experts in areas like professional skills, just as it helps those experts build their businesses,” a Facebook spokesperson told TechCrunch. “New Product Experimentation has been testing multimedia products like CatchUp, Venue, Collab, and BARS, and we’re encouraged to see the formats continue to help people connect and build community,” the spokesperson added.

According to a Reuters article, the app doesn’t have any audience size limits, hosts can remove questions they don’t want to answer, and Facebook is moderating inappropriate content during its early days.

An app for mobile devices isn’t available yet, but if you want to check it out, you can visit Hotline’s website.

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