SF Connect 2015 - Digital Marketing Workshop - PPC

PPC Presentation at the Digital Marketing Workshop by Chris Scott at Inman SF Connect 2015.

Transcript

1. How to Get Predictable Leads and Business Using PPC
2. What is PPC?
6. The Common Experience
7. When You Do PPC Right
8. First Step in Every Campaign Clarify Desired Outcomes
9. Fundamental Rule Right Message Right Person Right Time + +
10. The PPC Process Design Ads & Specify Audience Test Your Campaign Review Data & Results Discover Opportunities
11. Your First Tests Share a Common Goal Gather data for improvement * Expect it to take several weeks or months to discover the right message and audience using PPC.
12. Deciding Which Platform to Use
14. Real Example: Just Listed Campaign • Promotes the home to potential buyers to generate interest. • Drives traffic to our website resulting in customer inquiries (leads). • Gets our listings typically in the top 5 of the first search results page (If we do this prior to syndication).
15. Real Example: Just Listed Campaign • Provides reporting we can give our sellers on our actions to sell their home. • Gives social proof to everyone in our farm areas that we’re THE firm that sells real estate. • Creates a competitive advantage when talking with prospective sellers on how we market homes differently.
16. Real Example: Home Search • Promotes our website’s home search • Austin, TX • Likely to Move Behavior • Specific Income Range
17. Real Example: Home Value • Promotes our website’s online home estimate tool • Austin, TX • Likely to Move Behavior • Homeowners
18. The PPC Process Design Ads & Specify Audience Test Your Campaign Review Data & Results Discover Opportunities
19. A word about tracking…
20. “Why does my PPC campaign suck?”
28. Takeaways The normal experience for PPC marketing is to run a campaign, get bad results, and decide that it just doesn’t work for you. There’s process for implementing PPC that requires testing, reviewing data, and refining… don’t stop when you hit road blocks! Real Estate Firms: Just Listed, Home Search, and Home Value campaigns are campaigns you can start testing first.
29. Takeaways Without tracking, you can’t improve your campaigns. Incremental improvement is the heart of the PPC process. If you don’t know, split test and let the data decide for you… humility is more profitable than pride.
30. Thank you! Chris Scott | The Paperless Agent facebook.com/icxscott linkedin.com/icxscott chris@thepaperlessagent.com thepaperlessagent.com