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

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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.

list

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.

links

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!

Thoughts?

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 AtlantaRealEstateInfo.com

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17 Comments

17 Comments

  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,

    RM

  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

    Stephanie:

    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.

    Thanks!

    Rob

  6. Atlanta Real Estate

    October 3, 2009 at 10:58 am

    Barbara:

    Thanks and let me know if you have any Qs.

    Are you currently using AdWords?

    Rob

  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
    –etc

    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!

    RM

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Reels: Why Instagram can’t compete with TikTok… yet?

(SOCIAL MEDIA) The future for Instagram Reels is uncertain, since even Instagram has acknowledge that TikTok is far ahead of them, but what does it mean for their future?

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Phone camera on stand in foreground with two women filming for TikTok or Instagram reels in the background

If you’re a TikTok user, chances are you’ve scoffed at Instagram’s attempt to compete with the hype. Yes, I’m referring to the Reels feature.

In an attempt to step in and absorb all the TikTok user run-off in August, when Trump announced the TikTok ban, Instagram launched Reels. Short, catchy and sharable clips, Reels are almost exactly like TikTok videos – but are they catching on?

In an interview with The Verge’s “Decoder” podcast, Head of Instagram Adam Mosseri says that he isn’t yet happy with Reels, stating that TikTok is still “way ahead”. While Reels is growing in terms of shared content and consumed content, it’s not nearly where Instagram hoped it would be by this point. Perhaps this is because TikTok is still alive and well. Or perhaps there’s something else to it.

It’s interesting to note that some of the most popular Reels on Instagram are simply reposted TikToks. This poses the question: Is Instagram’s Reels simply a channel where the ‘cream of the crop’ TikTok videos can get posted in a second location and exposed to a new audience, or is it actually a platform for creators?

Mosseri also hints at some sort of consolidation across Instagram’s video features (i.e., IGTV, in-post videos, Reels). Without being entirely sure what that will look like, I’m already skeptical – is this all just another example of Facebook (via Instagram) trying to hold a monopoly on the social media sphere?

My opinion? As long as TikTok is still in operation, it will reign supreme. While the two apps have a ton of overlap, they are simply different cultural spaces. TikTok is a trend-heavy, meta-humor creative space that relies on engagement between users through effect, duets, and other TikTok-exclusive features.

Adversely, Reels is a space for Instagramming millennials and Gen Xers who might be choosing to opt out of TikTok (which has sort of become the cultural epicenter for the younger Gen Zers). The feature might also be used by Insta influencers and creators of all ages who toggle between the two apps (i.e., reposting your viral TikTok on Instagram to gain more traction).

Whatever the reason is for engaging in Reels, I’m fully certain the feature will never amount to the success of TikTok – but I guess we’ll have to wait to see what Instagram has in store for us next.

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One easy way to organize your influencers inbox, get paid for fan DMs

(SOCIAL MEDIA) Superpage is a contact page for influencers that also allows users with a fanbase to charge fans money for guaranteed attention on their message.

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Demo page of Superpage, a contact page for influencers that lets you filter DMs across social media platforms.

At times, our inboxes can get out of control. Besides email from our family and friends, marketing and spam emails wind up in there, too. While for some of us, it isn’t too bad to handle. Some people might find it a little harder to manage because of the great influx of messages they receive. And, some of those people are influencers.

Well, that is one company’s target – if you have a fanbase, you have an influence. Superpage is a “contact page for influencers.” According to the company’s website, their product will help influencers declutter their inboxes and offer them a better communication setup.

“DMs & e-mails were built for generic human communication. With huge follower-base & more people seeking their time, influencers need a slightly different communication setup – designed just for them. That’s what we’re building at Superpage – a communication system uniquely crafted for influencers,” wrote Superpage Founder Srivatsa Mudumby.

Who can get Superpage?
Superpage is meant for influencers, creators, artists, writers, entrepreneurs, and just about anyone with a social media presence.

What does it do?
The platform allows fans to directly connect with influencers by letting them send a message through the influencer’s Superpage. So, instead of hoping to receive a reply from the DM they sent on Instagram or TikTok, Superpage guarantees a reply, as long as it isn’t illicit or spammy of course.

But, while Superpage lets fans communicate with their idol, it doesn’t do so for free. Fans “pay what they want” to send a message. However, the website doesn’t make it clear whether what you pay makes a difference. If someone pays more, will their message get prioritized? I doubt a $10 ticket gave anyone the chance to choose between general admission or VIP.

How does it work?
You sign up and set up your personalized page by adding a bio, display picture, cover photo, topics you’d like to discuss, etc. Once you link your bank account to your Superpage account, you can share your page on social media, website, or blog post. Through your unique “Superpage link” anyone can send you “Super texts” (messages).

In your Dashboard, you can view, manage, and reply to your messages. Superpage uses “restricted messaging”, which means each sender receives a limited number of messages to follow-up. Once you’re finished replying, the conversation will automatically close.

Fees and Payments
There is no monthly fee to use Superpage. The company makes money by charging a 5% commission plus credit card fees. And, it uses Stripe to process payments directly to the influencer’s bank account.

“People want to talk to influencers of the world but because of huge volume of messages & poor incentivization, influencers can never respond to everyone mindfully. We spoke to a ton of influencers and almost everyone complained “my inboxes are spammed,” wrote Mudumby.

Superpage does provide a new way for fans to reach out to their idols, but is it more like a way for them to charge for office hours? One thing is for sure, it’s a way for influencers to reach out to fans, but make money in the process, too. It’s up to you to decide if it’s something you’d put your money into.

As for a decluttered inbox, it does seem like all those emails and messages might not end up in your messy inbox. Instead, they will live on the platform’s dashboard in a, hopefully, more organized manner.

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If you’re not on Clubhouse, you’re missing out – here’s why

(SOCIAL MEDIA) What exactly is Clubhouse, and why is it the quarantine app sensation? There’s a few reasons you should definitely be checking out right now!

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Clubhouse member hanging out on the app, on a couch with mask on their face.

The new exclusive app Clubhouse is challenging what social media can be – and it might possibly be the best thing to blow up during quarantine.

Developed by ex-Google employee Rohan Seth and Silicon Valley entrepreneur Paul Davison, Clubhouse has only been gaining in popularity since lockdown. Here’s why you need to join immediately:

What is Clubhouse?

Clubhouse is like if subreddit pages were live podcasts. Or maybe if niche, topic-centric Zoom chatrooms could connect you with people from all over the world. But it’s ONLY audio, making it perfect for this period of lockdown where no one truly looks their best.

From networking events to heated debates about arts and culture to book clubs, you can truly find anything you want on Clubhouse. And if you don’t see a room that peaks your interest, you can make one yourself.

Why is it special?

Here’s my hot take: Clubhouse is democratizing the podcast process. When you enter a room for women entrepreneurs in [insert your industry], you not only hear from the established experts, but you’ll also have a chance to listen to up-and-coming users with great questions. And, if you want, you can request to speak as well.

If you click anyone’s icon, you can see their bio and links to their Instagram, Twitter, etc. For professionals looking to network in a deeper way, Clubhouse is making it easier to find up and coming creatives.

If you’re not necessarily looking to network, there’s still so much niche material to discover on the app. Recently, I spent an hour on Clubhouse listening to users discuss the differences in American and British street fashion. It got heated, but I learned A LOT.

The celebrities!

Did I mention there’s a TON of celebrities on the app? Tiffany Haddish, Virgil Abloh, and Lakeith Stanfield are regulars in rooms – and often host scheduled events. The proximity to all kinds of people, including the famous, is definitely a huge draw.

How do you get on?

Anyone with an iPhone can make an account, but as of now you need to be “nominated” by someone in your contacts who is already on the app. Think Google+ but cooler.

With lockdown giving us so much free time that our podcasts and shows can’t keep up with the demand, Clubhouse is a self-sustaining content mecca. Rooms often go on for days, as users in later time zones will pick up where others left off when they need to get some sleep. And the cycle continues.

Though I’m still wrapping my brain around it, I can say with fair certainty that Clubhouse is very, very exciting. If you have an hour (or 24) to spare, try it out for yourself – I promise, you won’t be disappointed.

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