Real estate agents should pay close attention to the suggested methodologies that Google urges web designers and advertisers to employ.
Google invests a lot in its customers, which are the browsers of its search engine. Their approach is to allow the browser to navigate as quickly as possible to the information they are looking for.
This is equally important for your advertisers. Google strongly suggests that advertisers construct their ads so that when the browser clicks on the ad, they are taken directly to what the advertiser is promoting. And they’ll reward advertisers with a “quality score” that lowers your cost per click and lifts your ad higher in the rankings.
For example, if the header of your text ad said “Accommodation in Lorne”, your destination URL should take the browser directly to the page on your site that offers accommodation in Lorne.
Also, there should be a header on this page that says Lorne Accommodation (not in image format). And its contents must be for Lorne’s accommodation. If done this way, it will be given a high “quality score”.
Go to your AdWords account, open your campaign, select your ad group, then open the “keywords” tab. Next to each keyword is a magnifying glass. When you mouse over this, it should reveal a “quality score” of ten.
Having said that, the reverse will apply if the browser doesn’t land directly on what you’re promoting. I have seen several lodging houses that use keywords for cities that are 100 kilometers from their establishment. The effects of this are a low quality score, a higher cost per click, and a browser that isn’t happy about wasting your time. This can also negatively affect your brand.
Don’t let your AdWords manager use keywords that generate thousands of impressions but no clicks. They’ll tell you it didn’t cost anything because no one clicked on your ad. However, the hidden cost will be a higher click-through rate and lower ad rank.
