Mortgage Tech Summit Denver - Mortgage PPC 101
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Mortgage Tech Summit Denver - Mortgage PPC 101

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Best practices of mortgage PPC and how to setup, structure, and optimize your account for success.

Best practices of mortgage PPC and how to setup, structure, and optimize your account for success.

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  • ----- Meeting Notes (6/8/12 13:37) -----JeffSteveNancy
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Mortgage Tech Summit Denver - Mortgage PPC 101 Mortgage Tech Summit Denver - Mortgage PPC 101 Presentation Transcript

  • You Down With PPC? Luke Alley, Director of PPC luke@dreamsystemsmedia.com @lukealley
  • Case Study – Mortgage Client MONTH 1 Cost Per Lead - $68.42 Total Number Of Leads - 52 JANUARY 2012 Cost Per Lead - $28.02 Total Number Of Leads – 1,418 Cost Per Lead Leads
  • What’s Happening Now? MONTH 1 Cost Per Lead - $68.42 Total Number Of Leads - 52 May 2012 Cost Per Lead - $23.10 Total Number Of Leads – 2,563 Cost Per Lead Leads February 2012
  • What Did I Do? June 2011 – Started Display Network Feb 2011 – tested new keywords, too broad, though low CPA. Mar 2012 – Restructured all campaigns Nov 2010 – Hyper-targeted city campaigns in TX & CA Normal optimization
  • Where do people get stuck? Quality Score Disapprovals Costs are High, Leads Low Time- Set & Forget
  • Search, Display, Mobile Network Pro Tip: The Best Mortgage Accounts Have Search and Display Separated
  • Keyword Resarch - Jumbo Loans!
  • Jumbo Loans!
  • Google’s Keyword Tool External
  • Use Match Types Broad Match: Jumbo Loans • Jumbo Hot Dogs • Find Jumbo Loans • Loans Phrase Match: “Jumbo Loans” • Find Jumbo Loans • Jumbo Loans Scottsdale • Jumbo Loans Interest Rates Exact Match: [Jumbo Loans] • Jumbo Loans Modified Broad Match: +Jumbo +Loans • Jmbo Loans • Jumbo Loan • Jumbo Loanings Pro Tip: Don’t Use Broad Match, Except with a Thorough Negative Keyword List
  • Make Tight-Knit Adgroups/Themes “Jumbo Loan Rates” • jumbo loan rates • jumbo loans rates • jumbo loan interest rate “Jumbo Mortgage” • jumbo loan mortgage • jumbo mortgage loans • jumbo mortgages “Jumbo Loans” • jumbo loan • jumbo loans
  • Make Specific Ads for Themes “Jumbo Loan Rates” • jumbo loan rates • jumbo loans rates • jumbo loan interest rate “Jumbo Mortgage” • jumbo loan mortgage • jumbo mortgage loans • jumbo mortgages “Jumbo Loans” • jumbo loan • jumbo loans
  • What’s this about “Quality Score”? Historical Clickthrough Rate of Keyword & Ad Matched Ad Includes Keyword Historical CTR of URLs Landing Page Quality Account History & Performance (CTR of ads & kws)
  • What’s this about “Quality Score”? Expected CTR • A/B test ads. • Create tight knit adgroups • Add negative keywords Ad Relevance • Include keyword in the ad. • Include keyword in destination URL. Landing Page Exp. • Match landing page to KW • Optimized like SEO page
  • Let’s Be Negative Universal Negative Keywords! • Free • Youtube • Game • Facebook • Job • Career • Internship Pro Tip: Add names of mortgage companies in your area.
  • Ad Extensions – Give Your Ads Some Flavor Sitelinks Location Extension Phone Extension
  • Display Network – Uncharted Territory
  • Making Display Network Work “Jumbo Loan Rates” • jumbo loan rates • jumbo loans rates • jumbo loan interest rate Pro Tip: Display network can yield mortgage conversions cheaper than search network.
  • Remarketing- You’re Being Followed! Pro Tip: Don’t Be Creepy… and Image Ads Work Great
  • Landing Pages
  • Bringing it All Back Together… Leads Sales Tight Knit Adgroups (Keyword Themes) Super Landing Page (Converts Traffic) Well Written Ads (Improve CTR) High Quality Scores (Lower Costs) Thorough Keyword Lists with Negative Keywords (Quality Traffic) Remarketing
  • ADWORDS EDITOR!!!
  • Don’t Set It and Forget It! Comb Through the Search Term Report A/B Test Ads Raise/Lower Bids Based on ROI Split Out High Volume Keywords Into Their Own Adgroups A/B Test Landing Pages
  • THANK YOU! Luke Alley, Director of PPC dreamsystemsmedia.com luke@dreamsystemsmedia.com @lukealley