With dozens of real estate investors fighting for just four premium ad placements above organic search results in each auction, costs per click average $15-$75, depending on the keyword and the market location.
[screenshot showing four premium ad placements]
[text under image explaining the principle of the ad auction]
Cutthroat competition means there are no shortcuts to profitability.
Success demands ongoing dedication to incremental testing and refinement of every element. From keywords’ targeting and exclusions to match type strategy, the right ad copy, appropriate bidding methods and targets.
Challenge #2 - Algorithm Needs Substantial Ad Budget
Our data shows algorithm needs 30+ monthly qualified leads to optimize your ad spend effectively. That is why we say that campaigns spending below $5K per month will likely struggle.
Imagine your average CPC is “only” $25.
That provides you with 200 ad clicks from your $5,000 monthly budget. With a 25% conversion rate, that's 40 leads per month. Assume 75% are motivated sellers. That gives you 30 qualified leads, just about satisfying an algorithm’s minimum conversions threshold requirement.
Challenge #3 - Adapting to the Pace of Change is Difficult
Google's ad platform evolves rapidly. Yesterday's strategies often become obsolete overnight, and it is challenging to keep pace with the speed of change. This is why we will regularly refresh all sections of this guide but especially paid search chapters, to provide updated guidance on:
Conventional tactics that still deliver results
New methodologies worth testing
Approaches to avoid
In the following chapters, you’ll learn:
The new framework for optimal paid search campaign structure
Which setting to choose vs default setting to change
How to optimize keywords, ads, audiences and bidding
Why negative keywords and negative audiences are your best friends
Daily, weekly and monthly management routines
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