Google Ads that Convert

Justin Ulrich
My name is Justin. I lead the marketing team here at Evocalize. With us today, we have Andy, who leads our customer success team, and Krista, who, Krista, I always get it wrong.

Everything that you’re in charge of, it seems like it’s way more than I can remember, but if you wanna just let us know on your end what it is that you handle over at MoxiWorks, that would be awesome.

Krista Hannahs
Yeah, I handle all of our third-party integrations and partnerships, as well as I’m a product manager for Promote and other integrations in our platform.

Justin Ulrich
Yeah, I feel like you handle more and more every time we talk, but.

Krista Hannahs
I usually just tell people I’m the queen of the API.

Justin Ulrich
There you go, there you go. Well, perfect, yeah, and Evocalize, why we’re, just to give a little context, we actually power the Moxi Promote product. So we’re gonna go through a lot of content today around Google Ads to try to get everyone here educated around creating ads that convert.

I know just being on the marketing side, like throughout my career, I’ve always done demand gen. Ads are just typically, they’re a pain in the neck. They’re important, you know that you want to do them, but to go into all the different platforms and set them up yourself and then monitor and optimize and all that stuff, it just, it takes a ton of effort and know-how that it’s just worth, typically, like I’ve always resorted to letting an agency run it, but now we have the tools that we’ve made available.

So I’m gonna go through a lot of things today around Google Ads, best practices, try to get you enough knowledge. If you want to go try to do it on your own, you have the ability to do so, but just know that toward the end, we’re actually gonna show you the tools with Moxi Promote to show you just how easy it is to launch an ad across Google, as well as the same technology you can launch ads across Facebook, Instagram, whatever. Tons of different channels for you there, and it’s like in a couple clicks, so it’s super easy.

So yes, a lot of the information we’ll go through today, it’s gonna be a little bit overwhelming. There’s just a lot to get through, but know that we have the tools and stuff that will take you through to make it extremely easy to do it on your own. So with that, we’ll go ahead and jump right into the content here.

So why Google Ads? So if you think Google is, we have, what is the stat? Folks spend on average, like 90% of folks spend like five hours plus a day online.

We’ve gone through that a few times in some of our other sessions. And a lot of that time is spent not only on the different social platforms like Facebook and Instagram, but also on Google, on other popular websites. They’re running searches, they’re getting display ads shown to them on different sites that they’re on.

And on the Google side, on the search side of things, you wanna show up when people are actually in the process of searching, right?

The intent is very high on Google search because it’s usually if they’re really in the mindset of wanting to figure out what a new listing would look like in a certain area, or they’re trying to figure out, hey, what are the school districts like? There’s a whole spectrum of the journey where they’re trying to educate, buyers are trying to educate themselves on new areas and figure out if that’s a place that they wanna plant their roots down.

And if you’re not showing up in the channels or folks are searching, then you’re gonna be passed up in terms of the opportunity to be able to take them out as one of your clients and place them in their next home.

So on the Google side, there’s organic and there’s paid. So you wanna show up organic efforts.

They take a lot of time, create a lot of content, very consistently, and eventually Google will find value in what you’re creating and they’re gonna serve up your content to folks. You’ll move up higher and higher and higher in the search rankings over time. And eventually you’ll get on that first page that’s super coveted to be able to show up in front of folks when they’re in the right, or during the right time when they’re active in their search.

But that takes time, it takes effort, it takes money to create content in many instances. And running ads is a way to shortcut that whole process. So you need leads now, you wanna get in front of folks now, you wanna develop awareness now, you don’t wanna wait six, nine, 12 months with all this organic content.

This is a way to get in front of folks relatively quickly. And there are, I guess I just burned through this stuff, but there’s billions of folks who are searching on Google every single day. So that’s why it’s just so important to get in front of those folks when the iron’s hot, you wanna be striking.

So we talk about Google ads, there’s a lot that goes into a Google ad. And I’m not gonna dig in super deep into each one of these things, but this is just to give you general awareness of things that you need to be familiar with if you are going to be running your own ads on your own. You wanna determine whether or not you’re running search ads versus display ads.

Search ads are like text-based ads that show up in the search engine, right typically at the top of the result. So if you search for anything on Google, you’ll see at the top, it usually looks like a typical result, but it’ll have a word, it’ll say sponsored right there. And I’ve got an example on the next slide that we’ll go through, but that’s how it looks.

Display ads are more image-based ads. They’re gonna show up all over popular websites. So this is an example that I typically bring up is on the e-commerce side of things, excuse me, with Zappos.

So you go to the website, you look at their shoes, you maybe put them in your cart and you kind of abandon. And for the next seven days, you see that same pair of shoes, the same color showing up across different websites that you’re on. You’re thinking, man, how do they know what websites I’m going to?

Well, with display ads, you’re able to target very specific segmented audiences and publish your ads across different properties online where the folks who are in that segmented audience are going to visit. With Google, they have a whole, they’ve got a ton of different ownership of different properties like YouTube, like Gmail, things like that where we’re able to serve up ads to those specific audiences and stay top of mind. When you’re running ads, you’re gonna have to create multiple ads.

You can create one and that’s fine. It’s an effort to get your name out there to develop awareness or to drive leads or whatever it is that you’re trying to do, but Google is very intelligent. And typically, as a best practice, I’ll go through a breakdown of these in a little bit, but as a best practice, you wanna have multiple ads because the platform will actually take different variants of the image that you have, the text, or what we call copy in the marketing world.

You have different variants of different sections of copy and it will create different permutations and test different permutations and land on the version of the content that actually has the highest likelihood to convert for different individuals as they visit. So you wanna make sure that you have multiple variations of each one of these different elements. And that’s copy, it’s listed here, the copy, the imagery, you wanna make sure you have those multiple variants.

You also need to be aware of your budget and your targeting. I’ll kind of skip to targeting with this, they kind of go hand in hand. If you are running a national campaign and you’re spending $1,000 versus if you’re running a very targeted local campaign and you’re spending $1,000, it’s going to have very different results.

Nationally, it’s going to spread your dollars very thin layer across all the different markets that you could potentially show up to within targeting a specific audience that you’re going after versus local. If you’re targeting a zip code or even a neighborhood, all those dollars are able to be spent right there. And in doing so, it enables you to get a lot more robust data.

There’s a lot more testing that the platform can do to ensure that you’re getting higher quality leads. And it allows for the system to actually learn because there’s a lot more money for it to play with within that very targeted area. So you want to make sure your budget is right and that your targeting is correct in terms of geography.

There’s bid settings you need to know about, like how much are you willing to pay for a lead that comes in? You set those different settings. There’s campaign objectives.

Are you trying to drive awareness? Are you trying to drive leads? Are you trying to drive traffic, just page views to the pages that are linked to your ads?

All those different objectives have different price points per lead that kind of go along with them. So just some things to be aware of, and we’ll go through some of these things in a little bit more depth. The duration, the longer a campaign’s on, whether you’re talking Facebook, Instagram, TikTok, Google, the longer a campaign is running, the better chance you have of the campaign learning and getting smarter and driving better, higher quality leads.

You will get higher quality leads over time because the system will continue to learn and drive more and more of those leads that actually look like high converting leads for you. With Moxi Promote, we may touch on this a little bit later, but because it’s powered by our technology, we also incorporate leads intelligence that the system, although the longer your campaigns are running, the smarter they get, we’re also able to feed back based on hundreds and thousands of signals back into the systems to give real-time feedback to Google to say, hey, send me more leads that look like this because this has a high, high likelihood or a higher propensity to convert relative to these other leads that are kind of garbage. So send me fewer of these leads, send me more of these leads, and we’re able to give that real-time feedback, near real-time. But why that’s important is because when you have a platform like Google, they require feedback within 24 to 48 hours of whether or not a lead is a good lead.

And in this, we talk about Zappos, in that space, that’s very easy. It’s e-commerce, it’s a very short buying cycle. Within a day or two, if they see these ads, they make the purchase or they don’t, and they’re able to feed those signals very quickly.

And that’s when the platform needs to learn. They need to learn within that 48-hour window. In real estate, if you’re talking six, nine, 12 months of a buying cycle, it’s like you, let’s say a lead does convert and they become a client of yours and you’re able to sell the home.

That feedback signal that you’re sending back into Google, the campaign, if it’s even running a year later, it’s the opportunity to teach it is long gone. So what typically happens in housing is that the system is just gonna kinda learn on its own to optimize toward lowest cost lead. And where lowest cost, like low cost leads are great, but what’s even better is if you have low cost leads that are actually higher quality and have a higher likelihood to convert.

So that’s where our system feeds in Moxi Promote, is able to teach the platform so you’re getting higher quality leads as campaigns are running. Talked about geography, audience targeting. We could target by different demos.

You could target, and it’s kinda lumps in with like, I have audience targeting in there twice. So excuse me, I’m human, okay? But pixel targeting and audience targeting based on people going to your site, viewing your page, checking out listings, you can actually drop them into different buckets and segment your audiences to serve specific messages to those different folks.

So that’s why it’s important to know that that capability exists and then you just, if you’re running these on your own, you’re digging in and you’re figuring out how do I bucket my audiences? Is it people who have visited my website? Is it people within a certain demographic that live in a certain area, that have a certain income range, certain credit scores?

All this stuff we take into consideration already within the Moxi Promote product, but those are things that you need to be aware of if you’re creating your own audiences. And then delivery optimization, setting up a program or a campaign, it’s never should really be one and done. You should never really just set it up and go about your business.

If you’re doing this on your own, you wanna make sure you’re revisiting, you’re looking at it through an analytical ends, I’m sorry, analytical lens to see, what stuff’s working, what’s not, you’re gonna A, B test different things. Google will do a lot of this type of thing for you, but you still need to be very aware. You wanna make sure you have your keywords set up that you’re targeting specific keywords, you’re leaving out negative keywords, right?

All those things are very important to stay on top of. So if you’re doing this on your own, that is one of the key things to focus on. Again, Promote will do this for you with the campaigns that we’ve set up.

And then when leads are coming in, where are they going? You wanna make sure you’re spending a lot of time and energy in your marketing efforts, setting up these campaigns to target folks. Finally, you get people to engage, they give you their name and information.

You need to make sure that you’re following up in a timely manner so that the lead is actually, you’re able to get an ROI from your efforts and you’re not having the majority of leads die in the vine because you’re not following up fast enough. You have 50% of folks will, or you have a 50, what is it? A hundred times more likelihood of actually converting or having a conversation with someone and converting them as a lead if you, or as a, sorry, as a customer of yours, if you follow up within the first five minutes, if you wait between five and 10 minutes to follow up that likelihood of converting actually drops by 50%.

And another statistic is 78% of folks go with the first person that actually contacts them and reaches out. So if this lead is actually reaching out to other folks to try to get showings and with other agents and they’re reaching out first, you’ve got a high likelihood you’re gonna lose them. So you wanna make sure that the leads are coming in, you’re getting in touch with them very quickly and you’re increasing your likelihood of converting.

Okay. Oh, that was a ton. There’s just, there’s a lot to go through here.

I’m gonna give you some key elements to focus on if you’re doing this on your own. Again, these are best practices. So you wanna make sure that you’re incorporating these things.

It’s done in Promote, but I just wanna make sure you’re armed with the tools. Upper right-hand corner, this is what an ad looks like if broken down by the different components. So I’m gonna be associating those different components with the bullets that we go through.

Your URL is the very top, the web address that you’re gonna send people to to capture the lead. You wanna make sure that the content on the website that you’re sending people to matches the content of the ad. This creates a very seamless experience and expectations align with folks who view the ad, click through and view the page.

If there’s a misalignment, Google will pick up on this and they’ll stop sending, they’ll stop promoting your ads relative to other folks who are bidding on the same keywords that you’re bidding on. So it’s important that, because Google knows whether, when they go to your webpage and fill out the form and become a lead, they get that signal back to Google, right? It’s sent back to them.

So they know of folks that are going to your page, what the conversion rate is. And if it’s a very low conversion rate, then it’s gonna kind of ding you from the perspective of how Google serves up your ads. So you wanna make sure there’s alignment there.

Headlines, you wanna make sure there’s 30 characters max per headline. You want 15 variation. It will show 15 variations of a headline.

It will show up to three of them on each ad, right? So Google will take the different variations, like I said, and put together different combinations and serve them up to folks with the intent of, or the goal of creating the ad that’s gonna have the highest likelihood to convert with these different combinations. Description, you want, the description is the first line of text in that white text there, 90 characters max.

And you wanna have four variations of a description. The ad will show up, they will show up to two combined. Why this is important to know is you wanna have them to be varied enough where it’s not saying the same thing twice, right?

They’re compelling messaging, there’s gonna be different things. It’s like, check out this listing today, contact our realtor or contact a realtor. It’s not the same thing, but it’s messaging that can go well when pieced together.

So you wanna make sure you have those different variations. And then extensions are on the bottom. Those are like calls to action.

So schedule showing now, or contact realtor, or contact your local agent, whatever it might be, right? Those things are gonna be the call to action to get them to take action and actually click through on the ad. All right, anything to add here, team, before I move on?

Andy Redington
I think you got it.

Justin Ulrich
All right, I figured. The team kind of signs up for this for me to just blabber on for an hour and then swoop in as the hero like they always do. All right, so keywords.

Keywords are extremely important. And there’s gonna be, there’s all sorts of different types of keywords. We’re gonna go through match types first, and then we’re gonna go through categories.

And this is all very important. So just if you plan this on your own, pay attention here, or just rewind later, because it’s recorded. So exact match.

This is gonna, the format actually matters. Putting it in brackets versus quotes versus nothing, right? This is how Google will determine which ones are exact match, phrase match, or broad match.

Exact match is if you were to say, homes for sale in Denver, your ad will show up when people search for terms like homes for sale in Denver, let’s see, homes for sale Denver, right? It’s very, very, very close. Or Denver homes for sale.

Like that would be considered exact match. Phrase match would be more like if you were to put together a keyword like homes for sale, it’s going to show your ad in the results for searches that would contain phrases like homes for sale in Denver, luxury homes for sale, find homes for sale near me, right? It’s a phrase match, it’s pretty close, but it’s not exact.

Broad match is going to be if you were to have a broad match term of homes for sale in Denver, you would show up for related searches like real estate Denver, houses to buy, property listings, right? It’s gonna be very broad. The more dialed and more exact you are, the higher quality the lead is going to be, right?

It’s because if you know like homes for sale near Washington Park, like people are really targeting a neighborhood and you’re targeting that area with an ad, then it has a higher likelihood that that person you’re gonna talk to is a little bit further down the funnel and they’re really thinking about living in this area, that’s gonna be one that you wanna get in touch with, right? Versus something like school districts in Charlotte, like best school districts or something like that, right? It’s a little bit more broad, a little bit further up the funnel in terms of their intent.

Now, negative keywords are also very important. You don’t wanna be spending money on winning bids for keywords that just don’t matter to you and it’s likely gonna be a lower quality lead. So if someone is searching for rentals near Denver or jobs near Denver or apartments near Denver, whatever it might be, cheap homes near, you don’t wanna show up for those because the leads aren’t gonna be as good quality.

So you can actually create a list of negative keywords and ensure that your ads are not showing to folks who are searching those negative keywords. And again, with negative, just like other match types, you wanna have negative exact, phrase and broad terms that you wanna avoid serving your ads up to because every ad that you serve up and get clicks on, it’s gonna, you’re paying for it. So you don’t wanna pay for the garbage.

Now, keyword categories. So there are different categories here that we’ve listed out. There’s high intent buyer keywords, there’s long tail keywords, there’s research phrase keywords and there’s seller keywords.

On the high intent buyer keywords, this is like they’re ready to purchase. Just like I mentioned about the homes for sale in Washington Park example, like they’re looking for very specific neighborhood. These folks are a lot more likely to be ready to have a conversation and get back to you when you contact them.

Long tail keywords, these are gonna be, they’re very specific, they’re relatively lower cost and they’re higher converting. So if someone is online searching for a first time home buyer agent in Denver, Colorado, there’s not a lot of people searching for that term. So because there’s not a lot of demand for that term, the bid prices are going to be lower and lower for these longer tail keywords.

So you’re able to get leads that are very specific, but they’re not, they’re able to, you’re able to get them at a lower cost per lead because there’s not a lot of demand for these bid auctions on these keywords. So these are actually very good to incorporate into your strategy. And again, these are all, these all behind the scenes within the Maxi Promote programs.

They’re all incorporated, all this work is done. But those are very important to ensure that you have lumped into your strategy there. Research phase keywords are gonna be like very early in the journey.

So those are also lower cost. It’s the things that are very broad, like the best neighborhoods in a city or cost of living in a city. Like you wanna show up for them, maybe start drumming up some awareness, but these aren’t gonna be your highest quality leads.

And then if you’re also looking for sellers, like with your ads, which is very common, there’s also seller keywords, like what’s my home worth or sell my house in this city. These are intent signals that, someone is looking to sell their home and you wanna be able to reach out to them representing the seller. And these are often lower cost than buyer keywords because again, there just may not be as much demand within the auctions for these keywords.

So you’re able to get them at a little bit of a lower cost as well. Anything to add there? All right.

I’m not gonna have a chance to reply. I’m not even gonna give you a chance. We’ve already moved on.

All right. There are tons of research tools that I’ve used as a marketer, that some of them are free, some of them are paid, but there are tons of tools out there for you to leverage that I thought it would be good to give you. In case you wanted to dive into this rabbit hole, it is a deep rabbit hole and it is a time suck.

It’s almost, instead of a rabbit hole, it’s kind of a black hole in terms of your time, but I’ve been sucked in on many occasions. But anyways, these tools are great. There’s Google Keyword Planner.

That one’s free to use. Google Search Console is also free to use as well as Google Trends. Great tools that Google provides to identify keywords that folks are searching for.

What is the volume of search of keyword? What is the intent? It’ll tell you whether or not they’re just doing research versus if they’re trying to, if they’re in a buying mindset when they’re looking for these things.

So it’s a good, there’s good tools to try to dive in to figure out what keywords you wanna target. It’ll also give, they also give scores with a color. If you have a score of 100 and it’s green, Google’s signaling to you that, hey, these words are worth going after because there’s not a lot of competition, but there’s a high level of search volume for these words.

Some of the other tools are paid, but like Answer the Public’s a great one. This recently kind of went into a paid version of the tool, but you’re able to type in keywords and figure out what questions people are asking. So develop a lot more long tail keywords that are associated with the keyword that you have a hunch for folks searching on.

So it gives you a lot more ideas and ways to get in front of folks with those longer tail, lower cost search terms there. So that’s a great tool, as well as there’s some other ones listed here. I don’t have to go through every single one of them, but if you’re going to dive into this, those are great places to start.

So that way you’re developing your ads in a way that incorporates these keywords, the content, as well as targets folks based on what they’re searching for. All right, display ads. So this goes back to that Zappos example where you’re seeing the actual image of an ad across different websites.

So currently the promote programs that we’ve created, they serve up across hundreds of thousands of popular websites all across the Google Ads network. But within these ads, the elements that you want to incorporate, there is the URL, that’s the landing page, again, that the ad is going to take someone to when they click on the image. There are headlines incorporated.

You want to have 30 characters max, and sometimes headlines, these elements are used, sometimes they’re not, but 30 characters max, five variations. You want a long headline, which is 90 characters. You want a description, which is 90 characters max, five variations.

You want to incorporate your logo to develop that brand recognition, because display ads, they’re typically lower. but they’re made to really drive more awareness and familiarity with your brand. So folks, we’ll see these over and over and over. So if you have your logo on your face on there, that’s a great best practice.

Video, if you can include video, awesome. It’s optional, but video, it’s usually more attention grabbing when you see motion happening. It just kind of gravitates your eye over to it.

So there’ll be a higher likelihood of converting there to get someone to click. 30 seconds max on the video there. Images, you wanna have up to 15.

There are some, what we call must have sizes that cover up to 95% of placement possibilities. There’s actually a lot more options in terms of size variation, but these are really the key ones that we have here on the right hand side. So those are the five options that really cover 95% of the placements.

You wanna have minimal text on your images. You wanna have high quality imagery that’s really engaging, kind of creates a compelling message that it’s articulating just in the image itself to try to get people to engage with it. Very clear focal point.

And like I mentioned earlier, branding’s important. We talked a little bit about budget and duration. We recommend starting at least at like 850 bucks a month.

To some, this doesn’t seem like much. To some, this seems like a lot, and that’s totally understandable. But the reason being that you’re giving the system enough to play with to bring in enough data to determine what leads are going to be, have the highest likelihood of converting to test through all that.

These ads need at least a two week testing phase anyway before they really start driving impact. But the longer they’re running, the smarter they’re gonna get. And with a system like Moxi Promote, they get even smarter.

In terms of the quality of leads that they’re able to generate for you and the volume. Google Ads have like a really wide cost per lead range. That’s CPL, cost per lead.

It could be even lower than this, it could be even higher. But typically it’s between like 30 bucks per lead up to $150. So depending on how many leads you’re trying to get, that could help to maybe work through what your target budget should potentially be.

You wanna keep your targeting very narrow. I talked about the national example versus targeting a neighborhood. The narrower you’re targeting from a geographic perspective, and even on your keyword side of things, the more likelihood you’re gonna have of these systems really learning what types of, how to get you higher quality leads at a higher volume without spreading your dollars really thin.

The thinner you spread them, and typically if you run, let’s say on the national example, if you just run a national campaign, the systems are geared toward just spending your money. So it’s gonna spend in the high metro areas like Chicago, LA, New York, and you’re likely not even gonna be able to get your ad in front of the folks that you’re trying to serve it up to. So it just makes sense to be very targeted as to where you wanna run your ads.

And you wanna keep them running for at least three months. Again, the longer they’re running, the smarter they’re gonna get, the more impact you’re gonna get, the greater likelihood of getting a positive ROI on your ads. So keep those ads running.

Too often we hear from folks in many different industries that we serve that they’ll leave an ad running and they’ll turn it off after a week or they’ll turn it off after two weeks and they’ll say, the leads just aren’t that great, the quality is bad or whatever. You really haven’t given a chance for the systems to actually bring in quality leads and to actually learn what folks are going to have the highest likelihood of converting. So if you turn it off too soon, you’re just selling yourself short.

So just commit to yourself, hey, we’re gonna run this thing for three months, identify what the right amount of money it is that you’re willing to put up for three months and go. And your results over the three months in terms of a cost per lead are gonna be much greater at the end of three months than they would be if you just ran it, targeting the same folks for two weeks. Okay, with all that, that’s a bunch of stuff to go through.

It’s a lot, it’s overwhelming. It’s kind of a nightmare to do on your own. So we’ve worked very closely with MoxiWorks to help create Moxi Promote with Google Ads being one of the targeted programs that you can create.

The technology is fantastic. This is the same technology that powers the system that the large portals are using to drive their massive volume of leads that you’re typically agents are buying at a 5X markup. You could be getting the same leads that you don’t have to share with anybody and you’re able to do it at a fraction of the cost with Moxi Promote here.

So Andy’s gonna do a real quick demo of a Google focused program. So you can see just how easy it is. Granted, Andy likes to be a little long-winded and that’s fine, it’s okay.

But just know that he’ll explain as he goes through what’s kind of happening with each section, but it really is, each section is click, click, click, click, boom, and you launch. So Andy, maybe let’s do something real quick. Why don’t you run an ad real fast without explaining anything, really just high level.

I’m gonna do this, this, this, and this, just show how fast it is, and then we can go back through and talk through what’s kind of going into each one of these sections.

Andy Redington
I can do that.

Justin Ulrich
You can do that? All right, let’s see. Go for it, you got the floor.

Andy Redington
Start a timer, okay. So we are in the Promote dashboard here. So as Justin mentioned, we’re gonna be demoing Google search ads today.

So you can see the tile here for the blueprint. So simply click into the blueprint. From here, all you have to do is set your targeting.

So we can target Denver here, a 15 mile radius around Denver. The last thing here is you’re going to add your website. So you can go ahead and type in whatever website you want here.

It’ll also pull in automatically your agent website if you have one through Moxi. There is a link here as well. If you would like to click on that for instructions to figure out how to…

Kris, I think I’m typing in your website wrong. So I’m just going to use… Yep, yep.

Yeah. But yeah, this link here will kind of get you set up for getting that agent website. Kris, anything else you wanna add around this?

I just wanna make sure that the attendees are clear on what that’s all about.

Krista Hannahs
Yeah, so effectively, if your brokerage has subscribed to brokerage and agent websites through MoxiWorks, and you have provisioned, which means at some point you edited your website, your URL would automatically appear here. However, if you’re not seeing it and you expect that you should have one, like Andy said, just go ahead and click that link. But you can also remove that URL and put whatever landing page you want.

So if you’ve created a very specific page on your agent website that you want people to go to, not just the homepage, you can throw that in there too.

Andy Redington
Thank you, Krista. So yeah, simply setting your targeting, adding your website, and then going to the last step to set your budget. So you can also set a start date if you wanna launch this in the future.

Right now, it’s just set to launch today. Set your budget. This is a subscription, so it’ll renew monthly.

And so you have a slider here, say 250 bucks a month. You can go up, let’s say 500. Add your billing information and click Purchase.

So that was it. What was that, Justin? About 15, 30 seconds, I guess, of clicking, maybe not even that.

So again, on the dashboard here, just click into Google Search Ads, add your targeting, add your website, and you are off to the races. And just a couple things to touch on, as Justin mentioned, being long-winded here, I will add a couple other points here. So we baked in all of these best practices into this blueprint.

So you’re probably wondering, wow, that’s really easy. Are you sure there’s not more to it? Well, behind the scenes, there’s a lot going on here.

So all the keyword research for the buyers and sellers, all those different match types that Justin talked through, all the ad copy creation, these are responsive search ads. So there’s a lot of different variations of headlines and descriptions. All the bidding and budget strategies, ongoing optimizations, refining the keywords, adding negative keywords, all of this is handled behind the scenes.

And a couple other interesting things about Google Search specifically, they say that 90% of home buyers actually start their home search on Google. So by running a paid search ad, this gives you that instant visibility on page one of the search results, even in those competitive markets. So this allows you to capture those high intent leads in the exact moment that they’re searching for a real estate agent near me or homes for sale in Denver.

So it’s all about sending the right message to the right person at the right time. And Google Search is really good at that because again, it’s keying off of those keywords that people are searching for in Google and putting your ad at top to drive that traffic and generate leads for your business. All right, I’ll wrap it up here, Justin.

I don’t wanna go too long for you, but I think it’s pretty intuitive. Click in, set the targeting, add your website, set the budget, and you’re good to go.

Justin Ulrich
Yeah, super easy. I mean, you mentioned it, Andy. It’s like, oftentimes people think like, we just talked about the keywords and all this other stuff that’s happening.

Like this seems too easy, but yeah, all of it is happening behind the scenes. And we power roughly, you know, between 50 to 60% of real estate ads are powered by our technology. And it’s literally the same technology is powering Moxi Promote that you already have access to.

Like it’s not like you have to pay extra to get access. You pay for the ads that you run, but that’s it. That doesn’t keep you from going in and poking around and seeing just for yourself with all these different programs, how easy it is to do marketing on your own.

And you don’t have to have a marketing background. We’ve literally made it so easy. A caveman could do it. You know, go ahead, sue me. Actually, don’t sue me. I can’t. So easy, a cave person could do it.

Krista Hannahs
There you go.

Justin Ulrich
Awesome. So with that, you know, promote.moxiworks.com. If you haven’t checked it out, go check it out.

It’s extremely easy to use. You could launch ads across. Some of these programs have Google, Facebook, and Instagram all in one.

You just publish the ad one time and it creates multiple variations that we went through and pushes across all these platforms all at once. So extremely easy to do world-class marketing. We’ve got time now for Q&A.

So we can go through. I don’t know, Andy and Krista, if you’ve had any that have stuck out. But I noticed that you guys have been answering questions the entire time.

So I think if some of these questions would apply to more folks, it might be worth answering audibly as well. But I guess we can kick it off with Peter’s. He said, are these generic ads branded to the agent or can you do custom text and images?

Krista Hannahs
Yeah, so the ads themselves are more focused around buyers and sellers. So based on the search query for the user, like the prospect in this case, if they’re looking to sell their house or buy a house, those keywords will then trigger the ad that’s relevant to that search query. So Justin, like you were saying, the messaging within the ad should line up with what the searcher is looking for.

So it resonates, you get a higher click-through rate, higher quality score on the ad. So all the keywords in ad copy is really around buyers and sellers, not specific to an agent in this case. But you really wanna capture them when they’re in that moment of search, kind of that Google calls it the zero moment of truth, and then drive them to your website where you can have more information about your team or about you as an agent and all of the value that you add.

But since this is a relatively small text ad compared to some of the display ads and some of the creative and graphics and whatnot through the other blueprints, it’s really punchy, gets their attention and drives them to your page, which then you can have content on that page.

Justin Ulrich
And it’s worth mentioning too, the ad preview, it’s only showing you one or a couple of versions, but there’s, like I mentioned, all the different permutations, we’re doing all that stuff behind the scenes. So there’s gonna be multiple different versions of this ad that it’s gonna show up differently for different folks as they view it. So that’s not the only ad that we’re pushing out, worth noting there on that one.

And then, I think it’s also worth mentioning, some folks do like the ability to customize some of these things. And maybe you can’t necessarily do as much customization or whatever Andy has talked through on the Google side, but some of these other programs that are in there like that are targeting Facebook, like we have other tools that will allow you to add imagery, change imagery, order of the images. You can add your own copy if you want and do variations that way.

And there’s actually an AI tool that will help you to generate your own copy if you wanna kind of put things in your own voice and rewrite it in different ways. So there are other options that’ll allow you with different programs to do some of that customization.

Krista Hannahs
And I think that was a question asked, Justin, was is AI a good resource for generating this? And I just wanna caution if you’re using like a perplexity or a chat GPT, that they probably don’t have anything in place for fair housing or any of the other restrictions that may be applicable with your MLS.

So just keep that in mind if you are auto generating copy for ads, you do not want to get in trouble with the MLS because if you have been before, it’s not fun. So don’t do that.

Justin Ulrich
For sure. Yeah, and then also it just depends on the AI tools that are out there in terms of whether or not they actually fully connect to determine which like search volume and the scoring of different keywords. Some of these other tools that I mentioned have an AI component to it, but I typically don’t use like chat GPT.

I’ve done in the past and it comes up with the ideas, which is good if you have like a blank slate that you’re working from that you wanna get ideas to feed into these other tools that give you a little bit more direction, but that’s how I would approach it. I wouldn’t just go with a list that was given to me from like chat GPT.

Andy Redington
And real quick, Justin, I did see a couple of kind of comments earlier just around the platform and the demo. So last week we covered paid social and we walked through the social leads blueprint, which is the property promotion. So we’ll send out a link to everybody on this call of the prior webinars that we’ve hosted where Justin covers a lot of great information.

So this is part three of a five part series. So we’ll send you the links to all of that. Also, if you are interested in kind of a more in-depth demo of the platform and all the blueprints, please feel free to drop in a comment.

We are talking about scheduling something relatively soon to get in front of more of you folks just to walk through all the different blueprints since each session is really focused on a tactic within this webinar series, but I think it would be helpful potentially just kind of do a more in-depth deep dive into the platform. So if you’re interested comments, we’ll make note of it and we’ll keep you posted on that as well.

Justin Ulrich
Perfect. Peter had a good question earlier on. He said, let me show it here.

Will we be able to view a sample in Google and Facebook ad created by Maximum Portal? Yes, if you go in, you don’t have to buy anything to see what the examples are that it will produce. It’ll give an example on that right-hand side as you kind of saw when Andy was clicking through things to show you the demo.

And this may have come before that, but it’s worth just mentioning on all the different programs you’ll see different examples and you’ll be able to click whether it’s a Facebook, Instagram example, or you can click through to like the Google search example of an ad that’s associated with that program. You can see there before you even go through to purchase.

Krista Hannahs
I think I have to address this comment from Christie. She says, will Canva interlink with Moxi? It’s a little unrelated to promote Christie and I don’t know who told you that, but it looks like you are a company that’s a member of the Anywhere brand.

So you can definitely refer to Anywhere leadership and they’ll give you more details on what that integration is gonna look like coming soon in the new year.

Justin Ulrich
Very cool. Justin, you’re so cool. How do you do it? What is your secret?

Krista Hannahs
No one said that.

Justin Ulrich
What is your secret? I just laugh at my own jokes. If there’s any more questions, we’ll hang out for just a minute or so.

If you wanna ask them. Otherwise, it’s been, I think, great, getting in front of you guys and being able to relate this information to you. Again, it seems very overwhelming to do it on your own because it is.

We’ve worked very hard and very closely with Promote or with MoxiWorks to create Promote to help get the tools that are world-class into your hands so that literally anyone can go in and create their own programs and compete with the big dogs that are doing this very same thing with the same technology. Stop wasting your money and going and buying leads for 5X the cost. Do it on your own.

You’ll get the same leads, if not better, because they’re not being shared and you’re able to do it on your own with Moxi Promote there. So again, thank you, everybody, for joining. Do you guys have anything else you wanna add before I cut the stream? You wanna confirm that I am cool?

Andy Redington
Definitely not that, but actually we did get one last question in here, Justin. So- Oh, go for it.

Kathy, you wanna make sure that you’re heard. Should I use my broker website page or create my own? Yeah, so I would suggest kind of depending on your objective and what you’re trying to accomplish with the program, you know, that could differ.

So I don’t know specifically, Kathy, you know, what your broker website page looks like, but again, as Justin mentioned, the landing page that you’re sending the traffic to should be relevant to the ad. So if you are, you know, promoting something on Google search, again, just ensure that you’re driving those users to a page that has content that aligns with that ad. That helps the quality score and the rank of the ad, but also helps with conversions.

They don’t feel like you’re doing like a bait and switch, right? So if it’s, you know, about selling a property and the landing page is about how you can help them sell their property, great, that’s a win. So really just depending on your objective, I would just look at the content on the page and just ensure that it lines up, you know, with the ad that you’re publishing.

Krista Hannahs
One thing I want to mention while we’re talking about the URL that you can put for your ad is that for those of you that have Moxi Present, those presentations are hosted on a website and you can use that URL as well. 

So if you want to create a beautiful presentation about how awesome of an agent you are or a specific home to use kind of like a single property website, you can certainly drive traffic there and include one of your integrated widgets for lead capture or open house capture, for example.

So anything that’s hosted on the internet is considered a landing page in this case and so you can really customize it a lot more than you could your agent website, just as a thought.

Justin Ulrich
That’s a good call-out. Do you see Kathy’s follow-up there? Do you guys want to address that or?

Krista Hannahs
Broker page? I guess that kind of depends. Yeah, if you’re an agent within a brokerage and not the owner of the brokerage page, you would want to drive traffic to your individual agent website.

If it’s a child page of the brokerage, you can probably just find that by looking for your, in the agent directory, right? Click on your name and that’s gonna be your page. If you’re advertising a listing that you are the listing agent for, I would just drive them to the listing details page because it’s my site, my lead, so you’ll get the lead either way.

But it really does kind of depend where your website is hosted, I guess.

Justin Ulrich
Awesome. Dawn just asked, who can I reach out to about automations? I had an automation set up on new things, but it never produced one.

Andy Redington
Yeah, we can take a look at that, Dawn. I’ll note your information and Krista and I can go take a peek behind the scenes here. Yeah, so we can follow up with you, Dawn, directly and just figure out what’s going on there.

Justin Ulrich
Perfect. Awesome. I think that’s it. So thank you so much, everybody, for taking the time. We know it’s a lot of information. It’s a long haul to sit through me yapping for so long, but hopefully you got some valuable information out of it.

Again, you have the link. You can share it with your team. You can come back and watch it later.

I’ll also be sending this out in a form of email and it will live on forever on LinkedIn. Thank you so much, Krista, for joining us and for supporting this effort. Thanks again, Andy, for all of your solid demo skills.

I couldn’t do it without you. I literally could not. All right, we’ll see you, everybody. Thank you. Thanks, everybody.

Krista Hannahs
Thanks, guys.