No idea where to start with Adwords

[strategit]

I'm setting up a PPC campaign for a real estate agency in Dallas that focuses on luxury high rise condos and homes. I have no idea where to start on setting up an Adwords campaign.. I'm a keyword research newbie and I'm not sure what tools to use or how to perform this art.. other than the Adwords keyword tool and the keyword difficulty tool here.

I'm confused on using terms with [exact] or "broad" - I'm not sure which to use or what would produce the best results... Can anyone please help point me in the right direction?

[DesignBigger]

If you're hear asking this, don't try doing this on your own. You'll get reamed in the worst possible way on real estate terms.

I'd highly suggest starting in the official AdWords Help Center and study the AdWords certification material. That'll get you a good working knowledge.

But, seriously, you're going to be far more cost effective to find a local (this is important since you're a localized business) Google AdWords Certified Company. What you "save" on management fees you'll spend 5x over on the first time you make a mistake on the way you set up bidding or daily budgets. I'm not trying to dissuade you from learning AdWords, just trying to get you to understand the potential money sink it can be.

[strategit]

Thanks for the reply.. I respect your opinon, but I would like to learn to perform keyword research on my own and setting up Adword campaigns as well. I have read the beginners guide to SEO but I'm looking for a push in the right direction for keyword research and how to set up an adwords campaign with your keywords.

The [exact] and "broad" terms have me confused as what to use for key phrases.. Also how many key words/phrases should one use per campaign? Once again, any help would be appreciated.

[EGOL]

It sounds like you are just getting started.  So the best place to begin is with a basic book.

I would get a copy of Brad Geddes' "Advanced Google Adwords" book and start reading.  There are other books and free info on the web that are also helpful.  At the same time I would open an Adwords account and start experimenting. You probably know a few of the queries.  Write ads for them and get started.

Experience and experiments are a very important part of learning

Calling the real estate agency and asking what words people use when asking about this type of property can be very helpful.  Ask them what they believe are the most valuable search queries to be visible are.   Visit online  listings and competitor websites  to see how they are described.

It is essential for you to learn the language of the business.

Sometimes the person who answers the incoming calls at a business has a better idea about the language customers use than an experienced SEO.  Don't be afraid to ask them.

[DesignBigger]

The AdWords Help Center linked in the previous answer (note: this is NOT the SEO guide you're referring to) will answer this questions in detail and outline use cases for each one. I do implore you to read it. It'll also guide you in keyword research.

[kchandler]

Keep in mind there is far more at play with Adwords than just simple keyword research. There is everything form account management, conversion tracking, to landing page optimization. Then in each one of those large categories there are sub-categories like account structure, ad scheduling, ad rotation, delivery, and networks.

I seriously suggestion reading over the fundamentals guide on adwords help center. Also don't confuse keyword research for SEO and PPC. Two totally different beasts.

Good Luck!

• Kyle

[DesignBigger]

Exactly.

I have many, many people asking similar questions in my circle. It's far more expansive than most folks realize. Plus, there is a lot about the way AdWords works that simply reading a book or online resource can't cover. Every account/budget/competition/industry is different and needs to be treated as such.

[strategit]

Keyword research for on-site SEO and adwords is totally different? How so? Would you not focus on keywords and key phrases that tend to be searched for the most?

[DesignBigger]

Most-searched for keywords will also typically be the most competitive.

Competition = higher CPC and lower CTR. So, you're spending a LOT of money on keywords that have a low chance of getting a click (when they do, it's an expensive one at that), and is likely to be early in the buying cycle (less chance of a conversion).

For example, "real estate" would not be a desirable keyword. If you're selling luxury apartments, what percentage of people who search for this are looking for what you're selling? If you were to bid on this, you're going to pay big for it and see no real conversions from it.

However, "luxury condos in highland park" with a geo-focus on that area will not get a ton of clicks, but the conversion rate will be extremely good on a well-written and optimized landing page. Not to mention, the clicks will be cheap; probably 10% or less than "real estate". Although that keyword is one that wouldn't even show in the AdWords Keyword Tool, but is highly relevant to someone looking for what you're selling.

It's these sort of things that can't be taught easily, but that come from experience and independent research.

[kchandler]

Commonly searched phrases is just the beginning for PPC research. Difficulty and competition are measured on two completely different scales in regards to ranking. For paid search you can also targeted competitor brands and brand names when with SEO this is a much harder task.

You can also include the use of negative keywords. Although something like SEO maybe very high difficulty, with the proper negative keywords you can still get legitimate - cost effective traffic.

For as many similarities that paid and organic have there are just as many differences.

[ClickIt]

If you just started up your campaign, Google should have emailed you saying you can contact them for help setting up the campaign.  Take them up on this.  They offer 30 days of coaching as well.  That way you can learn from them without wasting a lot of money.  I have been running campaigns for a couple of years and took Google up on their coaching offer on a new campaign I was setting up.  It allowed me to ask them questions and to make sure I was doing everything I could to get a high CTR.

Hope this helps!

[Francisco_Meza]

Brian, I am the KING of Google Adwords. Follow DesignBigger's advice. And don't forget to use negative keywords. If you need help, contact me or any certified Google Adwords specialist.

If you do things right, in the long term, you can possibly get around a 24% conversion rate like I do for one of my clients.

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[Ivanz]

I started out thinking I could learn Google Adwords and save mny company some money, plus increase exposure.

After hours of study it seemed the more I learned the more I realised how complex and Involved Adwords became.

Almost a science.

I then started a trial with WORDSTREAM and finally handed over the whole spend to one of their case managers.

I am on my first month and I think the suspense is worse than the study...will keep you informed.