Value Proposition Summary
If you’re looking to fill a pipeline of high quality, transaction-ready leads then Google Ads is where you should start. Google is unique in the digital advertising marketplace because they truly provide demand fulfillment, rather than demand generation. It’s the only channel that allows you to serve an ad to a consumer, only when they are looking for your services. It’s unique and it’s powerful.
Curaytor’s Advanced PPC program combines a deep understanding of the Google Ads ecosystem with the expert, localized knowledge that our clients bring to the table to create complex, hyper-local accounts that truly deliver on the promise of “higher quality leads that are easier to convert”.
Curaytor believes in long-tail keyword management. This means that we build and maintain thousands of keywords, targeting very specific searches that users type into Google.
“houses for sale” is good - we know that they’re actively looking for a service our clients provide.
“houses for sale in Salem MA” is better - we know the exact area they’re looking for.
“1 bedroom condos for sale in Salem MA” is best - we know exactly what they’re looking for and that type of searcher is typically further along in their purchasing journey.
Our keyword strategy allows us to serve ads on any (or all!) of these types of searches.
Geographic Targeting Strategy
We pair this with sophisticated geo targeting - essentially, the more broad the keyword is, the more tightly controlled the geographic targeting is (and vice versa).
If someone is looking for “houses for sale in Salem MA”, it doesn’t really matter where they are geographically. Their intent is clear, so we can confidently say that they would be a relevant lead.
On the other hand, if someone searches for “houses for sale” - you have no idea where they want to buy. So it’s very important to control the geographic targeting to ensure that the only people that see our more generic ads are local to the agent’s market.
The most important factor for Google Ads copy is relevancy. You need to ensure that you’re speaking directly to that individual user's needs. In other words, if they tell you they’re looking for “condos for sale in Salem MA”, your ad better talk about “condos” and “Salem MA”.
Our strategy capitalizes on this, grouping keywords into adgroups that have a very tightly correlated theme. That allows us to write highly relevant ad copy using what we know about the user from the keyword.
This is how we end up with thousands of ad variations.
Landing Page Strategy
Once you’ve captured the click, it’s incredibly important that you deliver on your promise. If the keyword talked about “condos” in “Salem MA”, and your ad talked about “condos” in “Salem MA", your landing page better show “condos” in “Salem MA".
The more customized the landing page feels, the more likely you are to keep the user on the site and get an opportunity to capture their information through a lead registration form.
We create dozens of landing pages to deliver a customized experience for every user.
The combination of Targeting, Ad Copy and Landing Page is what we call the “trifecta”. Nailing this combination is critical to driving great ROI out of PPC.
It is not our primary goal to get the client’s ad to the top of page 1. Page 1 on Google has an allure that it’s a great branding opportunity. While that’s true, it can be an incredibly expensive branding play.
Clicks at the top of page 1 are typically 2-3x the cost of clicks lower down on the page. Additionally, you get more “window shopper” clicks - people that are just clicking on the first result simply because it’s first. This leads to lower conversion rates. So you end up paying more for clicks that are less likely to convert.
The goal of the campaigns are to maximize leads - get as many leads as possible for the allocated budget. The two primary metrics that impact leads are Cost Per Click (CPC) and Lead Conversion Rate (CVR).
CPC / CVR = CPL
Instead, our goal is to drive Cost Per Click (CPC) as low as we possibly can. Naturally, that means that most of the time, we will NOT be at the top of Page 1. But as long as we are spending the full budget and converting at expected rates, we are getting plenty of exposure.