February 1, 2012
Pay-Per-Click Search Engine Advertising
When you get a search results page on Google, Yahoo, or MSN Live, you?ll notice a series of ads other than the regular search results appear at the top of the page and to the extreme right of the page. These are pay-per-click advertisements. With each search engine you can have ads appear in these areas whenever someone types out specific keywords (eg. ?Brampton real estate?). Your ad?s positioning on these search results pages depends on how many other businesses have ads for those keywords and how much each is willing to pay per click. The best ad positioning goes to the highest bidder.
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It?s best having your ads appearing for numerous different keyword phrases. Here?s the approximate number of times the following keyword searches occurred in October 2008 on Google alone as measured by the Google Adwords Keyword Tool:
?Canadian real estate? ? 8100 searches
?Toronto real estate? ? 18100 searches
?condos Toronto? ? 5400 searches
?Toronto condo? ? 9900 searches
Note that anyone searching for the keywords ?Canadian real estate? is likely not located in Canada and may be an investor. This is proof search engine optimization exposes your real estate listings to a truly global market. Be creative with the keywords you use. Try putting your keywords in a different order as with the ?Toronto condos? searches above.
Toronto neighborhoods?get lots of searches too, so you should setup pay-per-click ads for neighborhoods in and around your farm areas. Some of these keywords get a staggering number of searches because there are other places elsewhere in the world with the same name, so make sure your ad clearly states what area you?re offering properties in or you?ll get a lot of misdirected traffic which can cost you a lot of money. For instance, if one of your farm areas is the Swansea neighborhood in Toronto or is near Swansea, make sure your pay-per-click ad also mentions Toronto and High Park as there are many other places in the world named Swansea.
These were the number of searches on these Toronto neighborhood keywords in October 2008 along with how many Toronto area realtors were found on that search page with a pay-per-click ad:
?Roncesvalles? ? 2900 searches ? 1 realtor with a pay-per-click ad
?Stonegate? ? 74000 searches ? 0 realtors with pay-per-click ads
?Swansea? ? 246000 searches ? 0 realtors with pay-per-click ads
?Forest Hill? ? 165000 searches ? 2 realtors with pay-per-click ads
?Rosedale? ? 301000 searches ? 2 realtors with pay-per-click ads
My RECO approved courses?Building Your E-Commerce Business?and?The Internet & Real Estate E-Commerce?provide much more information on the finer points of search engine optimization and how having SEO makes you far more money.
Read Part 1?
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