Mortgage Tech Summit Denver - Mortgage PPC 101
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Best practices of mortgage PPC and how to setup, structure, and optimize your account for success.
Transcript of Mortgage Tech Summit Denver - Mortgage PPC 101
Case Study – Mortgage Client
MONTH 1
Cost Per Lead - $68.42
Total Number Of Leads - 52
JANUARY 2012
Cost Per Lead - $28.02
Total Number Of Leads – 1,418
Cost Per Lead
Leads
What’s Happening Now?
MONTH 1
Cost Per Lead - $68.42
Total Number Of Leads - 52
May 2012
Cost Per Lead - $23.10
Total Number Of Leads – 2,563
Cost Per Lead
LeadsFebruary 2012
What Did I Do?June 2011 – Started Display Network
Feb 2011 – tested new keywords, too broad, though low CPA.
Mar 2012 – Restructured all campaigns
Nov 2010 – Hyper-targeted city campaigns in TX & CA
Normal optimization
Where do people get stuck?
Quality ScoreDisapprovals
Costs are High, Leads Low
Time- Set & Forget
Search, Display, Mobile Network
Pro Tip: The Best Mortgage Accounts Have Search and Display Separated
Keyword Resarch - Jumbo Loans!
Jumbo Loans!
Google’s Keyword Tool External
Use Match Types
Broad Match: Jumbo Loans• Jumbo Hot Dogs• Find Jumbo Loans• Loans
Phrase Match: “Jumbo Loans”• Find Jumbo Loans• Jumbo Loans Scottsdale• Jumbo Loans Interest Rates
Exact Match: [Jumbo Loans]• Jumbo Loans
Modified Broad Match: +Jumbo +Loans• Jmbo Loans• Jumbo Loan• Jumbo Loanings
Pro Tip: Don’t Use Broad Match, Except with a Thorough Negative Keyword List
Make Tight-Knit Adgroups/Themes
“Jumbo Loan Rates”• jumbo loan rates • jumbo loans rates• jumbo loan interest
rate
“Jumbo Mortgage”• jumbo loan mortgage• jumbo mortgage loans• jumbo mortgages
“Jumbo Loans” • jumbo loan• jumbo loans
Make Specific Ads for Themes
“Jumbo Loan Rates”• jumbo loan rates • jumbo loans rates• jumbo loan interest rate
“Jumbo Mortgage”• jumbo loan mortgage• jumbo mortgage loans• jumbo mortgages
“Jumbo Loans” • jumbo loan• jumbo loans
What’s this about “Quality Score”?
Historical Clickthrough Rate of Keyword & Ad
Matched Ad Includes Keyword
Historical CTR of URLs
Landing Page Quality
Account History & Performance (CTR of ads & kws)
What’s this about “Quality Score”?
Expected CTR• A/B test ads.• Create tight knit
adgroups• Add negative
keywords
Ad Relevance• Include keyword in
the ad.• Include keyword in
destination URL.
Landing Page Exp.• Match landing page to KW• Optimized like SEO page
Let’s Be Negative
Universal Negative Keywords!• Free• Youtube• Game• Facebook• Job• Career• Internship
Pro Tip: Add names of mortgage companies in your area.
Ad Extensions – Give Your Ads Some Flavor
Sitelinks
Location Extension
Phone Extension
Display Network – Uncharted Territory
Making Display Network Work
“Jumbo Loan Rates”• jumbo loan rates • jumbo loans rates• jumbo loan interest
rate
Pro Tip: Display network can yield mortgage conversions cheaper than search network.
Remarketing- You’re Being Followed!
Pro Tip: Don’t Be Creepy… and Image Ads Work Great
Landing Pages
Bringing it All Back Together…
Leads Sales
Tight Knit Adgroups
(Keyword Themes)
Super Landing Page(Converts Traffic)
Well Written Ads
(Improve CTR)
High Quality Scores
(Lower Costs)
Thorough Keyword Lists with Negative
Keywords(Quality Traffic)
Remarketing
ADWORDS EDITOR!!!
Don’t Set It and Forget It!
Comb Through the Search Term Report
A/B Test Ads
Raise/Lower Bids Based on ROI
Split Out High Volume Keywords Into Their Own Adgroups
A/B Test Landing Pages
