If you are an avid listener, you know we have been concentrating a lot on PPC. If you’re in real estate, you know that the Facebook way isn’t quite what it used to be and a lot of you guys are frustrated by it. As a result of that, what we’re seeing is a lot of people heading over to Google and YouTube ads. So I think by now, if you’re tuning into the show, you get the point on PPC. And we don’t want to beat that up anymore. What we do want to do is how to optimize because if you’re going to start spending money, the number one question you have is about return on investment. With your return on investment from ads and money spent etc.
Today, we’re gonna talk about how to optimize and measure your PPC campaigns and Google ad platform. We brought on an expert who has a software that does this shit for you guys, Fred Vallaeys. Vallaeys is a Silicon Valley entrepreneur, author, and leading influencer in pay-per-click search marketing. One of Google’s first 500 employees, Fred quickly established a reputation as a pioneer in PPC marketing as the company’s first AdWords Evangelist. Today he serves as Co-Founding CEO of Optmyzr, a leading and multiple award-winning PPC management software system.
Three Things You’ll Learn in This Episode
- Refresher on what PPC is and where to start
- What is a good cost per action
- How to optimize your PPC
The Listing Advocate (Earn more listings!)
So how do you attract new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started. What’s up ladies and gentlemen, welcome another episode of the real estate marketing dude, podcast. Welcome to 2022. Everybody we’re gonna be chatting about if you are an avid listener, you know, some have been concentrating a lot on PPC. If you’re in real estate, you know that the Facebook way isn’t quite what it used to be. And a lot of you guys are frustrated by it. But in as a result of that, what we’re seeing is a lot of people head over to Google YouTube ads, for example. So I think by now, if you’re tuning into the show, you get the point on PPC. And we don’t want to beat that up anymore. But what we do want to do is how to optimize because if you’re going to start spending money, the number one question you have is about return on investment. And with your return on investment with ads, money spent, and what we’re going to talk about today is very specific. We’re gonna talk about how to optimize and measure your PPC campaigns and Google ad platform. And we brought on an expert disguise a software that does this shit for you guys. So maybe you just fucking go use that after the show if you’re actually interested in this, but this guy is the one who built it. So I am getting into PPC myself. If you guys have seen me online, you know exactly where I’m finding you guys and I’m retargeting living daylights out of you. But I’ll be honest, I don’t 100% know what I’m doing. So this is gonna be very educational for me too. And I’m going to ask him questions just like I would as a customer as we go through the show. So without further ado, let’s go ahead and introduce the owner of optimizer platform. Fred valets Fred, what’s
up, dude? Hey, thanks for having me. Mike.
Why don’t you tell everybody a little bit about who the hell you are? And then let’s get into this thing.
Yeah, who the hell am I so I’ve been doing PPC for a long time I’ve been doing it since 1998. Started in my dorm room in Stanford, I was buying video cassettes from blockbuster, anyone remembers that company and a way to to sell them. And found this platform called go to that was the original keyword advertising system. didn’t make a lot of money doing that maybe just enough little drinking money. But then later on, I went to Google started at Google in 2002. And I found out that a lot of the big advertisers were these mega affiliates, they call them. So I was like, Wow, this whole advertising thing, it does seem to work, it seems to provide good results. So let me see what I can do. And I became a big advertiser, while I was working at Google, I was big enough, I had my own account rep inside the Google team that is literally a guy sitting five desks away from me. But I’ve been fascinated with PPC and how to make money with it ever since. And nowadays, I make money with it, running a software company that helps other companies be more successful save time and, you know, produce better results.
Love it. So let’s get into it. And we know that I’m sure it’s the first time you heard it. But a lot of people are looking for somewhere else to spend their money. In regards to not on Facebook, at least in the real estate community, especially with real estate agents, for whatever reason, real estate agents always seem like we’re the last adopters to any new ad thing. But yeah, the PPC guys are hearing the talks about it. So let’s get into it and focus on we get what PPC is, right, we understand that it’s people it’s intent based advertising, you’re typing in keywords that people are looking for your shit, you know, just a matter of whether you’re going to pop up or not. But you’re right. The question is where I’m struggling right now, personally, as a potential customer of yours going through this is how do I optimize? What is a good cost per action? And what should I aim for? And where do you even start? So let’s start targeting, I guess, or wherever, wherever you take it from here, you know what you’re talking about
to start, right? I mean, so like, listen, the biggest mistake that I see advertisers have been making for the last 2030 years is they just get to general keywords, right? So because Google gives you the ability to choose any keyword, you damn well, please, people are like, Hey, let me advertise on something like Super Bowl or basketball or something that’s popular, but that has nothing to do with what users looking for. And there’s this whole relevance penalty that you end up getting right. So choose good keywords, but but also come to realize that there are so many people searching for the stuff that you sell, that having a specific keyword is probably a better path to spending a reasonable amount of money on highly qualified prospects as opposed to like, you know, blasting everyone but your ad and then like 99% of people don’t even care what you’re talking about. Right? So choose good keywords. And nowadays, bid management, which is sort of that next decision, how much am I going to spend on it? What is a good cost per acquisition? Well, it’s gotten much easier because Google does a lot of the bid management for you through building automation, in the past, you would have had to save up for this keyword I want to bid $5 for this one $10. And by the way, CPCs are really expensive. We see legal, the legal industry is the most expensive. So clicks go over $100 per click. So don’t be shocked by that, right? Bring it back to what is my cost per acquisition goal, if I’m going to make $2,000, you know, on an acquisition on the on the sale? And how much can I afford to get that maybe I can’t afford to spend $100 per click if five clicks lead to a sale, and it’s $500 to get that sale, and I make four times, you know, my investment back as profits, I have a good ROI. So those are the initial place. And then and you were also talking Mike about, you know, you don’t money into a certain place of PPC or you put it on YouTube or Facebook or wherever. So budget allocation is a really big question as well. And so one thing that software like ours will do is it’ll literally show you it into Google Ad engine, you have these campaigns running and this one is performing it maybe twice the cost per acquisition as this one. And maybe there’s ability to put more budget towards that. So why not put it towards the the better performing campaign, a one that has the lower cost per acquisition? So those are sort of the first steps that I would take.
And, yeah, I think that’s important. You guys are gonna spend more money on Google. But that could be a good thing, because you’re not dealing a bunch of tire kickers is what we’re talking about here. And so let’s go back to keywords though. I want to go to so you’re saying good, more intent based keywords. So and are you doing long tail? So like, let’s just say, because this is a common place where people get confused with keyword research, myself included? And is it better? Like what? How much of a number do you need to see as a result on keyword research to justify that it’s worth something of targeting?
Yeah, and that’s a tricky question, because you will get too deep into the detail where the numbers become so small that it’s hard to drive any measurable volume that makes it worth your while. But then again, think about it this way, right? Like, you can literally put in 10,000 Key longtail keywords that each get, say 50 impressions per month. Well, that’s still 50 highly qualified impressions multiplied by 1000. And if some percentage of those click and buy, like that’s what you want, right? So don’t be scared of that. I think again, like I said, the bigger risk is that you go too much after the super high volume, keywords. And guess what, you’re going to be competing against some other people with a lot more experience that they may have deeper pockets, bigger budgets, they may have a better optimized landing page experience. So you’re going to convert better, and then you quickly get into this game of like, you just don’t have the money to compete against him yet, right. So if it was me, I’m always looking for what we call the torso. It’s not the head, it’s not the tail, but it’s the torso. So you get like that sweet spot of volume, but not volume that you can quickly start to iterate and learn from your experience. Because if you go too deep into detail on each of these individual keywords, you just end up waiting three, four months before you can make a decision. And that’s painful to write. So go with the torso. Now what that exact number of impressions is, that really depends on your industry. But you’re going to run that through the key keyword tool. And you’re going to see kind of those ranges at the top and the low end fingered stuff in the middle. That’s probably your sweet spot.
Yeah. So the only other thing I was going to add to that his keywords are really the original way of targeting and PPC. But nowadays, there’s a lot of audience things that you can do as well. And that really lets you narrow in on exactly who your prospect is. Right? And so are you looking for a corporate buyer or a consumer buyer? Does a big difference in that right, depending on what kind of real estate you’re into? They might look for the same things. I mean, they might look for apartments. But if you’re a corporate buyer, well, then you’re looking for a block of 100 apartments, right a multifamily unit. If you’re looking as an individual, then you might look for one apartment to rent. And how do you distinguish between that. So that’s where audiences can be really helpful. So Google has predefined audiences that you can pick from and layer on top of these keywords. But then, like you were saying, Mike, and a great strategy that it sounds like you’re already doing but remarket the shit out of people, right? Once you know what kind of audience somebody falls in, put them on that list and use that to beat your competition because now that the stuff that you’ve already invested in figuring out about your prospective customers, that’s worth gold, right? That’s the stuff that you layer on top of these really expensive keywords so that you can afford to pay $20 for a click because you know, it’s the right click. It’s someone who’s a highly qualified prospect Is it?
Yeah, when targeting too, and people first see it, I mean, the actual platform feels a little bit like Facebook. And it’s not too hard to figure out if you are familiar with the backend of Facebook. And when you get in there, there are there’s really comes down to four different targeting options. But anyone who’s been on the show is basically agreed that you should always be using keywords. Is that a fair statement?
Oh, absolutely. I mean, I think there was this whole thing about keywords being dead for a while. But now with all the privacy laws coming in, I think we do have to be very careful about over relying on audiences, because that’s becoming more and more difficult to do. And it’s also putting a little bit too much reliance on what the engines know, right analytics, putting you into a silo, the silo of just Facebook, or the silo of just Google. So I think it’s really important to take what they give you build your own first party data from that first party data simply means things that you know directly about your customer, where you don’t have to go to someone else to ask them, Oh, does this person fit the corporate profile? Or the consumer profile? Is this person? You know, where do they live? Okay, you usually have to go through a third party to ask that. But if you’ve asked them for their address, it becomes your first party data. And now you can use that to target not just on the platform where you could have gotten asked that question, but you can target across all the platforms that you have access to. So just puts your power more in your hands.
So keywords, keywords, let’s get into sort of second half of this. When, you know, this is going to be very for most people, this show, you’re gonna be doing some very, very hyperlocal. So you’re not going to have a lot of impressions. But I’m guessing that you guys could pick your geography and target but I’m not gonna I’m guessing that there’s not going to be like, super duper, duper amounts of impressions for people, or a lot of people searching for your keywords is what I mean. So I’ve done this research, like you could look at by house, there’s gonna be a lot, though a new segment and down to like, you know, your market. So you probably you guys are gonna have to pick a lot of keywords, I’m just picking one or two, and you’re gonna have to test them all and whatnot. How many keywords should someone actually start with? If I’m looking at a campaign? And I’m going to look at and say, my first time doing this? How many keywords does someone have to pick? How many is too many? Some people out there, say five to 15 keywords is good per campaign, some people say it doesn’t matter. And how do you even approach that?
Yeah, so I’m actually the guy who came up with the five to 20, I think is generally out there.
I could have asked it to a better person. So what happened
20 years ago, people were asking me that question. When I was working for Google, and I was speaking at a bunch of conferences, and I just made a slight I was like, probably keep it between five and 20. And now somehow, that’s like the thing everybody believes in. But but the thing in PPC is every answer is it depends. So here again, it depends, right? The whole point of five to 15, or five to 20, or whatever you believe in is that once you go beyond 20 keywords in an ad group, chances are pretty good. There’s multiple themes starting to develop. And you could take those, say 2530 keywords and split them into two groups that are more thematically related. What you’re able to do by splitting it is write a more relevant ad text to each of the different themes. And by writing a better ad text, you’re going to boost your quality score and quality scores, this whole complex topic that we could spend hours about, really fundamentally, it’s Google’s way of saying, how good is your ad at answering a user’s question, and Google cares deeply about that. But they care about it so deeply, because it’s also what makes them money, right? They get paid when somebody clicks, they don’t get paid when they show an ad. So when they’re going to show your ad, they want to make sure it’s got a pretty damn good chance of getting clicked on, because that’s how they’re going to monetize it. Right. And so that’s what they reward in turn. So that’s kind of where that comes from. So it’s totally fine. And I think you probably should have hundreds of keywords, but split them up into ad groups, somewhere between five to 20, each thematically relevant. And then you also may put them in different campaigns. And the campaign is really what controls the budget and a lot of geo targeting. Right. So if you operate in a single market, it’s very possible you just have a single campaign, you put one budget towards that it’s fine, that campaign may have 100 ad groups each have five to 20 keywords, highly relevant ads, that’s fine. Now one thing that has changed a little bit over the past probably five years is keyword match types. Right. So Google has gotten much better at taking your broad match keyword and modifying it into things that that will show your ad to the right user. And here’s kind of how that works. Right. So if somebody is looking for houses to buy, Google actually has a pretty good profile of who that user is. Where do they live? Demographically how much income Do they have what other websites do they visit? Do they read Wall Street Journal? Or do they read USA Today? Right, so they start segmenting based on that, and they start to understand that, okay, well, this person who reads Wall Street Journal, probably more corporate, this person who lives in an affluent ZIP Code probably has more money. And so now the same search for the same keyword by houses, Google is going to show different ads to these different people. And and they might also even start to, you know, say, well, this person actually typed in by apartments, or by condos, or by vacation homes, and even though your keyword was by homes. While that’s, that’s close enough to the intent that was expressed, so we’re still going to show the ad and they’ve gotten much better at doing that. So you don’t have to have quite as deep a keyword list as you used to, to still get pretty decent results. But it does rely on you then using the automated bidding from Google. Because otherwise, you’re gonna end up spending way too much money on low relevance keywords that they brought him to out to
make sense. Yeah, no, it does. When you guys pick keywords, Google asks, Do you want it to be an exact match or broad match? And he’s saying choose broad match?
Yeah, I’m saying it’s safer nowadays, to use broad match, I know, I’m gonna get a lot of criticism for this. People love their exact match. Exact Match is great, right? If you know your money, keyword, exact match, like control that tightly, own that keyword. But when it comes to someone being newer in the space, right, and building out that initial keyword list broad matches fantastic, because you pick like, okay, buy homes, that’s pretty obvious. And then Google is going to come back to you and say, and then you can look at your search term, the search terms report, you can start to figure out what the people actually type in, and what was the actual performance of those different queries. And then you can say, Oh, well, look, this is my money, keyword, even though I didn’t have it, but Google, find it out for me. And then you make that an exact match keyword, and you keep exploring potential new volume by having a good amount of broad match keywords as well.
extense, let’s get into copywriting dogs about targeting. But this is gonna be the other half of the formula. Here. If you don’t have good copy on there, imagine these ads aren’t going to be as good. It’s also something you have to test beyond your keywords. So what makes a good ad? What kind of tax? Do I need to go? I only have x amount of characters. And how does that work?
Exactly. So it’s back to the same thing. It’s relevance, relevance, relevance, the user on Google has a very specific intent. They don’t want to they don’t want gimmicks, right, they they ask the question, they want a good answer. Now, the question then becomes how do you stand out from everyone else? Who has a good answer as well? So then it becomes about, well, what is the value proposition that you have? What is your call to action? So a good ad generally has a strong branding component that will go into title right? Who are you? Why should I trust you? What is it that makes you better than the rest? So that’s your unique value proposition? And then what is it that I will be able to do once I click on this ad, that your call to action, call to action is really funny, because we have measured that if you tell the user what it is they should do when they come to your website, they will do that at a proportionately higher rate. Right. So if you say, register for more information, or call us to get a quote, people will actually go to that website. And the human brain just works in a way like, Okay, I’m a hunter, you’ve given me a mission, like I’m on that mission, I’m on your website, I’m looking for that thing to do, as opposed to being very vague and letting them kind of like, Ah, interesting website, like, what might I want to do on here? Right, tell them what to do.
So just don’t be gimmicky. I mean, like, Don’t try too hard, guys. Like, just tell them exactly what’s gonna happen when they make that click, click to register, click to speak to someone, click to get your free, whatever your lead magnet may be. Let’s go into the text. How would we write let’s do some like real plain, I guess? How would How would I? How would we write let’s just take a typical second mortgage broker. So a lot of mortgage brokers here, and mortgage brokers targeting probably, let’s just say they’re targeting FHA loans, which is gonna be low income, or lower than income, maybe not the best credit scores, what would and targeting someone who wants to buy a house? What would be a good headline for something like that?
Yeah. And so so just to save it, like the financial industry that’s heavily regulated. So it’s a little more tricky in terms of what you can say. Going into terms of headline, if you have any affiliation with a known institution, a brand name that people recognize, like, there’s nothing better than that, right? People want to know that or not. Exactly. They want to trust who they work with. That’s number one. That’s your headline, as it could be something like Fannie Mae affiliated or official site of blah, blah, blah, whoever you are. That’d be number one.
That makes a lot of sense. And he just said, and most mortgage brokers would instantly think of like going to do something like about them, you know what I mean? Like, they wouldn’t think about making a Association at all, let’s switch the script a little bit, let’s go into maybe you’re a real estate investor, looking for motivated sellers?
Um, yeah. And so they’re usually more individuals, there’s fewer big known companies. So I mean, as a headline and be something like, sell fast, no contingencies, how many deals you’ve done. Right, and those motivated sellers, for them, it’s often about speed of closing the deal, right? So I think I’d make that a big part of the draw. But again, now we’re talking maybe more about the value proposition, which tends to be the middle portion of the ad. Now, if you don’t have a strong brand, or a strong affiliation, then that could become your headline, obviously, right? So your offer in 48 hours, something like that.
And that’s typically what I see too. And a lot of those, and it makes a lot of sense that they, it gets right to the point, I mean, makes a whole lot of sense. So let’s break down the components of the ad, you got your headline, and you have like a little sub headline section underneath it. What else does anyone else need to know?
Well, so the other big thing to know is that ads used to be very rigidly structured in terms of headlines and descriptions that you had to give. Now Google in its push towards automation, has come up with this new ad format, which they call responsive search ads. And what you do is you give 15 headline variations, or up to 15. And you give up for description lines and description lines are pretty long, the headlines are pretty short. But But really, what Google again, is trying to do is if you get that generic query, like, you know, sell your house quick, that’s your keyword. Well, what’s the scenario? Is this someone who’s like, relatively affluent, and just is moving for a job? And that’s why they want to sell quick, or is it someone who’s underwater, and is about to face foreclosure. And that’s why they need to talk quick, right? Google tends to know these things. And so what they can do now is they can pick from these 15 headlines and four descriptions and construct the ad on the fly, that’s most likely to resonate with that particular individual. And so it makes our jobs a little bit easier, because we don’t have to think about who could everyone be that’s clicking on this. Google can do that work for us. And so, but but if you think again, about these 15, headlines, brand association, like who are you, and why are you to be trusted value proposition, right. So cash out fast. You know, next day delivery, free shipping, when you talk about e commerce, right, like have a harder time putting it in real estate terms, sometimes investor myself but have an advertise, maybe I should
go back and tweak your your back and optimize your ads right now. Like you’re talking
to you. And then there’s the call to action, right? So then have like two or three calls to action and experiment with that. And then eventually, you’ll see what works better and not go with that.
That’s a really good tip, guys. So like, let me put that into, just add on a little bit further on that. Let’s just say you’re a real estate and tell me if I got this, right. You’re a real real estate agent, and you’re trying to target buyer leads? Well, why don’t you write one to two headlines per type of buyer that you’re trying to target. So that might be the move up buyer, right? Write a headline or two for them, then target the first time buyer, and then target and then write a headline for them. Because all those headlines are going to be different, and they’re going to resonate with different people, there isn’t going to be a universal. So take your intended audience, and then go back and write a headline for each type of person that you know, would be your ideal candidate. Is that a fair way to?
Exactly. So think about your audience? And who might be the subgroups of that audience and then write to each of those specific types.
Yeah, that’s really that’s like a that was like a if you guys got anything out of the podcast, that’s like a huge, golden little nugget. Alright, so when you run a new campaign, pick a bunch of keywords. Often, I’m going to check it out once a week, how often how’s the optimization process work? This is like your your thing, right? So let’s talk it’s gonna be optimized and you write a good headline, you test all this stuff out, you guys have to come back and check these ads and make your tweaks they’re not gonna like, and Google does have like this new, automated optimize ad to I’d like you to chat on a little bit, if you have any input on that. But let’s talk about optimization.
Yeah, so optimization really depends on how much data you get. Right. So but generally speaking, do check into your campaigns at least once a week if you have really high cost going through it more often than that, if you have a really low volume campaign, maybe once a month is okay, but but we can do things through the software like auditing. Right, one risk that we see is as you continue Adding new keywords and new ad groups, you forget that maybe you should have put in sitelink, extensions sitelink extensions, these are ad extensions, by the way, right? So we talked about the ad and what you put in. But we haven’t talked about the extensions, right? If you want to have people call you put in a call extension, if you want people to go to specific parts of your website, if you are out, a mortgage broker will maybe have a different landing page for commercial lending, as opposed for Residential Lending, etc. So those could be different site links to take people more directly to the portion of the site that’s most relevant to them. So, so put those things in as well. So we can audit for that is all of that working? The audits will also include things like, are there certain ad groups that are just spending inordinately more than others? There might be something wrong with that, right. So that’s, that’s an optimization opportunity, we will look at crime rates. So based on your keywords, what search terms has Google actually shown your ad for? And are those some of them are really good, so let’s add them as keywords. Or some of them might be really bad, so let’s exclude them and make them negative keywords. We’ve done optimizations, Mike, we’re, you know, advertisers run on the Display Network, for example. And this is an option Some people leave it on, and we will audit it for that. So we’ll tell you, Hey, careful, you might not want to automatically do this. But if you did automatically do it. Well, here’s a placement, maybe a YouTube video where you spent $2,000. And nobody signed up. Do you want to keep doing that? Probably not. Right? So put a negative placement, we help you do those types of things. But yeah, optimization, there’s so much you could do.
And when does the optimization process stop?
Never. For my business, right, I mean, that’s my face. But But honestly, listen, as long as you continue running ads on Google, and as long as Google keeps evolving, how to determine relevancy, and how broad match keywords will show for different search terms. And bidding is always evolving. And listen, I mean, like, obviously, the last three years have been crazy, right. But that’s an external change. And even though that has nothing to do directly with PPC, like it’s impacted everybody’s business, and it’s impacted what people search for how people behave. And so these are the reasons we need to continue to, to optimize.
Well put, well put any other final points, anything coming out with the platform. I was in there the other day, and I noticed when you the targeting options, there was a I don’t know if this is a new thing, and maybe some ad accounts have it some don’t. I don’t know yet if they’re rolling it out. But I noticed and because it’s not an all my ad accounts, I start noticing one only, and I have three different ones. And I’m not running heavy PPC ads, by no means am I an expert. So don’t take my advice. Take this guy’s advice. What does that question it’s like, Why meet automated optimizing? And they just do it all? For you. There is no targeted, like we’re gonna figure out what you get for you. And then you don’t even create your ad, all you do is you create your copy, skip the whole targeting part. What’s up with that?
Yeah, I mean, you might be talking about performance Max, which is a new campaign type that runs across six or seven channels within Google. So it’s really nice, because it gets you on to discovery campaigns against you on video campaigns, whereas what we tend to talk about with keywords is a search campaign. We also talk a lot about shopping campaigns, right? So but but these are nice, if you’re kind of a novice advertiser, you don’t have too many opinions on how it should be done. This is a really easy way for you to get online and like Google, figure it out for you. But even then, like there’s concepts like well, where should you allocate your budget, like between Facebook and performance max on Google, we can tell you, we can look at that and shift your budget around based on what’s working better. The audience component that we talked about at the very beginning of the show that is relevant still to two performance, Max. But I think the biggest shift in PPC that’s happening right now is, instead of managing all of these little details, like what keyword what bid what ad text, Google started to handle a lot more of that. But what we need to think about is, how do we communicate to Google what we actually want to achieve? And that’s what you were saying like, right, well, what is my cost per acquisition target? Well, that’s a calculation for you to do, like, what is the sale worth. And if you tell Google correctly, what a sale is worth to you, and you communicate that properly, they can do a good job of getting you profitable sales. But too many advertisers, they say, Oh, if somebody fills out my form on my page, that’s silly. That’s a conversion. And that’s where they stop. And that’s wrong. Because now Google is going to say, well, I can get you a ton more of those. And now you get 100 leads through the forum page. And then you call all of them up and nobody buys. And you’re like, I just wasted all this money. But what you can do is you can say well, okay, this is stage one of my conversion, but stage two is how many of these people actually do the eventual thing I want? to do which is buy from me, if you communicate that back to Google, then Google has better information. And they can actually use these performance Max campaigns and automated bidding to get you what you actually wanted. So I think the biggest problem in PPC today is that the advertiser doesn’t tell Google what they really care about. And then Google goes and does the wrong thing for them, because they thought they were doing what was interesting.
And you’re talking about creating the conversion values.
Exactly. So the conversion values and the conversion actions.
Yeah. So basically, when you get in there, you got to tell you can’t just leave that blank, you got to tell Google how much a demo is worth, as opposed to an opt in, and then figure out what those are because you’re basically giving them your your cards like your, hey, this is how much I’m going to pay for that. So like, hey, I’ll pay this for that. They’re like, trust me, I’m gonna figure this shit out. I’ll get that for you. Right? works.
And so let’s see the example of the mortgage broker, right. So that first lead form, that’s usually the first step. But then it takes really long for that person to get through the approval process and all the paperwork to be done. And the problem is, sometimes this takes longer than the conversion cycle that Google allows you to report back on. So after 60 days or so you may not be able to tell Google, oh, this original click actually became a customer of mine. So what you have to start doing now is you have to start using your own data, and basically predicting, okay, well, the person fill out this form, and then we talked to them, and I know where they live, I know how much money they make. So I can start to prequalify is basically the pre qualification process, is your input back into Google that says, This person has a really good chance of actually closing the mortgage and becoming my customer. And you feed that back into Google, not after 60 days, but after three days, because maybe that’s how quickly you got on the phone with them, and figure this all out. Now Google can instantly start to find you more people, just like that with the same attributes. And so that’s going to help your pipeline stay full, but also with the right types of customers who who don’t just fill out the form, but become customers of yours and pay you money.
Very, very, very good tip. But, um, let’s just say I’m lazy, and I don’t want to do that. Does your software like solve all this shit for me? Well, I’m gonna really check it out.
So some of these things are pretty difficult to fully do. But yes, we are working on doing much more of this automatically. A lot of the initial things like keyword optimization, bid optimization, budget optimization, all of that will handle this whole new wave of value optimization. And there’s very few tools that do this. Yeah. But we are working on it, we have the first couple of forays into it. You guys got to come from us.
Very cool. Things are always changing, folks change with it. It’s the beginning of 2022. And this is a time that you make those changes, and you think about what things are going to do differently. If that’s PPC, then commit to it and start figuring this shit out. If it’s direct mail, then great commit to it and figure it out. If it’s owning a niche, then great commit to it and start figuring out why don’t you go ahead and tell everyone how they can find you guys, and any other final tips you want to go and we’ll get this rap?
Yeah, check out optimizer.com op tmyzr.com, we’re actually launching a new light product, which is going to be free. So it’s going to do a lot of this auditing work. At no cost. Just hook up your Google Ads accounts and we’ll tell you what’s going on with them. So that’s brand new for us in 2022. Follow me at Silicon Valley’s on Twitter. And I’m sure we’ll pop that in the show notes. And and yeah, I speak a lot of conferences on PPC. So if you are as passionate about PPC as I am, hit me up say hello at a conference and I’m actually I’m starting to go back to conferences which I’m really excited
to. It’s been too long man it’s been two years I can we see a lot of speaking events and people are starting to get out and see each other again. It’s great and you guys got a it’s so important to get out of that comfort zone, whether you’re doing it in a conference or you’re learning something new. I know I get that a lot on the show from comments from people but yeah, you’re exactly right. Check this guy stuff out. Man. This is really good shows a lot of nuggets, you guys may want to rewind that and write some of the shutdown I have a little envelope over here full of notes I’m going to actually implement and I’m gonna check out your software as well. Folks appreciate you guys listening to another episode of the real estate marketing dude podcast if you guys need any help with your video content creation, you know where to find us real estate marketing, dude calm, we script edit and distribute your video content and we make the process really fucking easy. So go ahead and give us a ring give us a shout. Look us up and I will follow you around until you finally schedule a demo with me because I’m telling you video works for everyone who implements it. The only time it doesn’t is when people don’t like you. But that’s nothing we can help you with. So appreciate you guys have a great day and stay tuned for next week’s podcast. Let’s go 2022 peace. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate Marketing do.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training, and then schedule a time to speak with the dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.