Google Adwords and real estate

[webmaster]

Are you a user of Google adwords?
If so, do you implement conversion tracking?
If yes, what % of traffic would you say converts?

I am currently studying the Google adwords program as a value add for my clients and would love to hear your experiences.

[Cherie]

1-3% is your typical ctr on Adwords. I have campaigns that are much higher, due to a properly written ad. I have been asked many times how this converts and it comes down to the realtor. You can put conversion tracking on and the numbers look good - but the bottom line is: Are you prompt in calling the lead, do you just email, what does your site look like. PPC will only be as good as the site and the Realtor that follows up with leads.

[pcdoc]

FWIW

Google Inc. said on Wednesday it had agreed to pay up to $90 million to settle its part of an industrywide lawsuit alleging Web search companies overcharge some advertisers by billing them for false customer leads.

http://today.reuters.com/news/NewsAr...CLICKFRAUD.xml

I've had a good bit of experience in another industry (insurance) and know that click-fraud does exist. It doesn't take long for a competitor to deplete your daily budget, sitting at home or in the office, surfing anonymously, slamming your google ads.

ad from

http://battellemedia.com/

On the one hand, this validates Google's claim that clickfraud is not that big a deal. On the other, Google settled, and relatively quickly, and probably with the knowledge that a quick settlement was far better than a drawn out, public trial that might make the company look, well, defensive at the best. At the worst, it could have meant a terrible PR nightmare, and a hell of a lot more damages than $90 million. My first take: This settlement is a major victory for Google. Was it good for advertisers? Not sure. But I think the folks at Google are pleased as punch with the deal.

well put.

[Memphis]

Cherie,

When you estimate 1-3%, is that conversion to a closing or conversion from a web surfer to someone who gives you their email address and then you have to convert them to a closing ($$$$)?

[webmaster]

Memphis, I think she meant "Click through rate" meaning the % of people that see your ad and actually click on it. Not Clicks to leads, or leads to sales.

[Memphis]

Thanks Morgan. I guess that makes more sense.

[Duncan Pollock]

A point that I think is being missed in this thread is the R.O.I factor.
Let your AdWord generate just a single deal and the commission should pay for a year's cost of PPC. For example, if you're spending $300 per month -- which isn't all that difficult to do! -- all you need is a $3600 commission cheque and every other click/lead you get is "for free."
The challenge, of course, is to:
a) have an ad that gets clicks and gives you a good CTR
b) a click that converts into a visitor's contact with you
c) following up on the contact well enough that you end up with a listing that sells or a buyer who buys.
Much of this depends on how well your site tells your visitors "this is the guy/gal we should be dealing with" and this involves some serious attention to SEO plus the keys to a successful AdWord campaign. But, do things right and you don't/won't need to spend one red cent on any other form of advertising.

Duncan

[Memphis]

I agree 100% Duncan !

Ditto, what he said above.

[jfilley]

Well if you looking for data im getting about 1.2% click-through on ads. I think I can get that up above 1.5% with some tweeking. And im getting better than 20% cick to conversion rate for leads. Whats interesting is how much that changes day to day. I have days over 50% conversion and days around 10% conversion. Still haven't found the trend because its not following a day of the week trend.

[realestateindia]

i get a click through rate ranging from 3 to 10% (not our property site) and content search gets a CTR of .50 to 1%.