oncarrot.com -- We teamed up with Dan Barrett with AdwordsNerds, who analyzed over 3 million keywords and 5,500 leads to create this report to get a more advanced guide out there for those real estate investors and marketing vendors who are already investing consistently into PPC marketing. Those who already have some months under your belt running ads, already have invested into the thousands in click costs, and who are looking to eliminate the waste in your account and hone in on the keywords and ad groups that will return the most profits in your pocket over the long-term. If you’re a newer real estate investor or just exploring PPC marketing, save this post for later. You may start at some of our other blog posts on PPC marketing for real estate investors to get your start.

1. The Advanced PPC Guide For Real Estate
Investors + 804 Of The Top Motivated
Seller Keywords

2. Who This Guide Is For:
We teamed up with Dan Barrett with AdwordsNerds, who analyzed over 3
million keywords and 5,500 leads to create this report to get a more
advanced guide out there for those real estate investors and marketing
vendors who are already investing consistently into PPC marketing. Those
who already have some months under your belt running ads, already
have invested into the thousands in click costs, and who are looking to
eliminate the waste in your account and hone in on the keywords and ad
groups that will return the most profits in your pocket over the long-term.
If you’re a newer real estate investor or just exploring PPC marketing, save
this post for later. You may start at some of our other blog posts on PPC
marketing for real estate investors to get your start.

3. How Much Of This Guide Should
You Read?
This guide was meant to be read cover to cover. I know it’
s tempting, but don’t go straight to the keyword list and
think you’re going to just download a list and upload it to
your PPC account. Great PPC performance doesn’t work
that way.
Let’s dive into the Advanced PPC Guide for Real Estate
Investors!

4. Real Estate Investors Have One Of The Toughest
(And Weirdest) AdWords Markets In The World

5. So Why Is Online Marketing For
REI So Nuts?
● High potential reward with real estate.
● There’s a lack of good data on what actually works.
● Competition can be fierce.

6. Why You Shouldn’t Just Grab
The Keywords
One of the biggest reasons so many investors PPC
campaigns are bleeding money is because many tend to
take the “easy” way out.
You just wanna grab the high ROI keywords in this report
and paste them into your campaign right?
DON’T DO IT!

7. PPC Is Not SEO - Here’s Why…
SEO keywords are pretty well-understood in the REI
space - but when you move those keywords to Pay Per
Click, however, you start to run into problems.
PPC exploits the difference between Keywords and
Search Queries.
● Keywords are what you tell Google you want to
target.
● Search Query is the phrase the searcher actually
types in.

8. Actual PPC Search Terms

9. Can You Spot The Problem?
Every single one of these searches – every single one – is
from a person who is looking to buy a home, not sell
one.
Want to know how many of these searches got us a lead?

10. Zero - Not A Single Lead
In Pay-Per-Click, we have to worry not just about what
keyword we’re using, but how that keyword will be
matched up with the search queries we want. And it’s not
always obvious.
So how do we STOP wasting money on people not
looking to sell?

11. “Match Types” – How To Use
Them Correctly
Each keyword has four different variations. These variations are called
“match types.”
Let’s use the example keyword sell my home. That single keyword has
four different match types:
sell my home – Broad Match
+sell +my +home – Modified Broad Match
“sell my home” – Phrase Match
[sell my home] – Exact Match

12. Broad Match Keywords
Give Google as much freedom as possible, letting it
match you up with whatever searches it thinks are
relevant.
So, the keyword sell my house might get matched up with
the following searches:
● Houses for sale near me
● Zillow com
● Real estate
● How to sell my house

13. Broad Match Keywords

14. Modified Broad Match Keywords
With +sell +my +house, for example, we are requiring that
Google only match us up with people using the terms sell,
my, and house – though not necessarily in that order.
So, we might get matched up with queries like:
● My house is for sale
● How to sell my house
● Sell my home cooked meals
● Sell my soul house dance remix

15. Modified Broad Match Keywords

16. Phrase Match Keywords
Reign in Google a bit more…
So, the keyword “sell my house” might match us up with
these search queries:
● Sell my house fast
● How to sell my house
● I can’t sell my house
● Sell my house boat

17. Phrase Match Keywords

18. Exact Match Keywords
The most limiting match type.
So, if our keyword is [sell my house], our ads will only
trigger when someone searches for:
● Sell my house

19. Exact Match Keywords

20. Broad = More Volume + Less
Targeted while Exact Match =
Less Volume + More Targeted

22. How We Gathered The Data
We looked at over 3 million individual search queries,
generated by over 35,000 different keywords (that’s right
– 35,000).
All told, those searches generated more than 5500
conversions.

23. The idea is…
“The more keywords I have, the more leads I’ll get.”
Get The Advanced PPC Guide for Real Estate Investors

24. 4 Reasons Why This Is A Big
Problem:
1 Running keywords carries risk. Any keyword you run can overspend,
cause you to hit your budget cap, and prevent you from getting leads
from your other keywords.
2 Keywords that get low Quality Scores can weigh down your account and
cause you to pay more…and it’s very hard to monitor the quality scores of
thousands of keywords at once.

25. 4 Reasons Why This Is A Big
Problem...
3 Huge numbers of keywords are really hard to manage, so very large
campaigns tend to overspend and underperform.
4 Simply slapping together a big list of keywords and running them all is a
recipe for disaster.

26. Focused On A Few Key Metrics:
Click Through Rate (CTR) – The percentage of folks that clicked on the ad
after seeing it.
Number of conversions (Conv) – The number of leads a keyword
generates.
Cost-Per-Click (CPC) – Gives us a sense of how competitive a keyword is.
More competitors means higher bids, which means we pay more for
leads.
Cost-Per-Conversion (CPA) – Gives us a sense of how easy it is to turn
these clicks into leads, and what those leads cost.

27. Which Keywords Should You Go
With?
We wanted a convenient way of condensing a keyword’s
many characteristics into a single number that could tell
us:
How likely is this keyword to benefit my bottom line?
To do that, we had to create a new way of analyzing
keyword performance.

28. We Call It The MAP Number.
MAP Number solves the problem of lead quality by
incorporating a weighting factor determined by a
keywords match type.
It uses our real-world experience to factor in the
likelihood that keywords of certain types are more likely
to generate leads that become deals.
It also takes into account the high average transaction
values in Real Estate Investing.

29. Seeing The Differences Between
Keywords A Bit More Clearly:
Using the MAP calculation, we can see…
1 The Broad Match keyword will generate more leads, but
at a lower profit margin.
2 The Exact Match keyword will generate fewer leads, but
with a higher profit margin.

30. The Results Of Our Analysis

31. Here Are A Few Takeaways:
1 Less than 5% of all keywords ever generate a single
lead.
This was the big shocker. Only a tiny percentage of all the
keywords investors are targeting ever generate a single
lead.
Of those that did get leads, more than half generated
only one lead apiece.

32. 2 Different match types perform very differently.
The same keyword will perform very differently depending on
the match type you’re targeting.
Broad Match keywords get the most conversions, but cost the
most per lead.
Exact Match keywords ultimately offer the best compromise
between lead quality and price.
Phrase and MBM fall somewhere in the middle, getting you
decent lead costs, but also helping to boost your overall lead
volume.

33. 3 Localized keywords can be extremely valuable (but not always).
Localized keywords (keywords that contain some geographically-
specific word, like “sell my house in houston”) ranked among
some of the absolute best keywords we looked at.
If your housing market is active and well-educated about what
investors do, you can see a large number of highly-motivated
leads searching for this type of keyword.
If you’re in a smaller market, these keywords won’t do as well.
Smaller markets with lower search volumes will get a bigger
boost by targeting more generalized keywords.

34. Finally: The Keywords
We’ve included our complete PPC keyword list with this
article, so you’ll be able to see the specific rankings we
uncovered and compare them to your own account.
Remember – just because it worked for them, doesn’t
mean it’ll
Test everything, and watch your account grow - To Higher
ROI!
– The InvestorCarrot Team

36. Higher ROI Marketing For Real
Estate Investors
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