Google Ads that Convert

Justin Ulrich
So today, the other sessions we’ve talked about how to attract, capture, and convert folks with developing your own kind of lead portal style lead engine. The second session we talked about social strategy mastery in which we discussed Facebook, Instagram in particular, like how to drive traffic and leads from an organic perspective as well as on the paid side. And today, we’re going to be talking about Google Ads that convert.

I’ll touch a little bit about the organic side of things because I think it’s just good education for folks to know. But we’re going to mainly be focused on Google Ads. So why Google Ads?

We’ve got billions of folks. Google, as everyone here knows, like they are the most popular search engine in the entire world. Billions of searches are happening every day, billions.

So why not show up where borrowers, I’m sorry, where buyers and sellers are, right? If they’re online and they’re searching for things, you want to be showing up exactly where they are, just like we talked about on the Facebook side of things. But we’ll go through the differences in a bit between paid search and social.

But sticking with Google, on the organic side of things, if you can get organic search dialed, more power to you. It is a fantastic way to drive traffic to your site, to drive leads to your business without really having to spend any money. Organic means that you’re creating content in a way that the content itself is compelling.

You’re creating it consistently over a long period of time and Google rewards you for doing so. So if you think about different types of content that would be considered organic would be like blog posts or on YouTube if you’re creating videos. So let’s say someone’s going to type into Google, top school districts near Charlotte, North Carolina, or best neighborhoods in Colorado.

If you have content that’s created that’s relevant to those searches, like a YouTube video explaining the best neighborhoods or the best school districts, your content has a greater likelihood of showing up and actually driving traffic to either your YouTube page or your website wherever that content’s hosted. But like I mentioned, it takes a long time to come up with that type of content. So if you think of it then as the problem that you’re trying to solve for now is a time versus money kind of spectrum.

So you can spend a lot of time creating content consistently and over the course of maybe six months plus, you’ll be able to start seeing the fruits of your labor with that content that you’re creating and driving traffic to your site. Or you could say, okay, I don’t really have time. I need to get leads now and drive traffic now.

I’m going to start throwing some dollars after it in the form of Google ads to drive people to my site. Real quick. Oh, we got a couple more.

We got Viviana, Pleasanton, California. Thanks for joining. Oh my goodness.

We got San Francisco, all over California. We got some Georgians in Texas. Thank you so much everybody for joining.

Paid search versus paid social. So if you think about someone’s experience, if I’m a buyer or a seller and I’m on Facebook, I’m scrolling through my feed and I’m just seeing what content is out there. I’m checking to see what all one of my friends post today, what did my kids post, whatever.

And then boom, I’m hit with an ad. It’s very disruptive and it’s not really relevant to the experience. It’s not really relevant to the things I may potentially be looking for.

I’m just looking for content to amuse me for a little bit. I wasn’t necessarily expecting to get hit with an ad. Now, by nature of that, think through if I’m putting an ad on Facebook, it’s typically cheaper than Google search.

And typically the lead quality is not as high on an ad that I get from Facebook versus Google search. And that’s because Google search ads align with intent. And it could be someone’s typing in homes in Woodland Hills or like I mentioned, the best school districts or the best neighborhoods in a certain area.

They have intent that’s higher. They’re actually looking into certain things. So when those ads are served up, it’s going to be a little bit more expensive and it’s going to be a little bit higher quality because those are high intent.

Now, ads across both platforms have their place. Right? But Google search is typically a little bit better quality and a little bit higher cost for you.

On the paid side, you’re going to have a bunch of different things that go into Google ads. Keywords is the first thing that comes to mind. Like, oh, I want people when they search for these things, this is what I need to, this is what I want to show up for.

But we’re going to go through a whole bunch of different things with keywords being a lot of what we focus on today and how to really get those dials for effective ads. Right? Whether or not you’re using DCB, I want you to be able to walk away from the call today knowing, hey, these are things I need to consider and how I need to build out my ads so they’re effective.

And then you can determine whether or not you want to try it on your own or just use the tools that we give you that are super easy. But on Google, on the Google ad side, there are search ads and there are display ads. Search ads, think if you’re searching in your browser for any of these keywords that we talk about, it’s going to be a text-based ad that shows up at the top.

Typically it says sponsored right above it. And there’s a couple of sponsored ads in there that show up. Okay.

You’re competing against lots of others in many cases with a bid to show up in that top slot. So the more people that can be compete for those slots or those search terms, those keywords, the more expensive those ads are going to run you. But there are search ads and there’s display ads that show up in the form of images across all sorts of areas.

So they could be on plenty of different, like all the different top websites, you may see a search, you may see a display ad. Those typically are going to run a little bit cheaper than a search ad because the intent isn’t there as much as it, just like with a paid social ad, right? It’s a little bit more disruptive.

Those are great for driving awareness for your brand. Whereas the actual search ads that are text-based are higher intent and those are going to cost a little bit more. Ads are going to show up when you post through Google, they could show up on the actual search browser.

They could show up across different websites. Like I mentioned, they can show up on YouTube in the form of a banner. You see a lot of those banner ads that kind of overlay over the videos that you’re watching, especially in like shorts on YouTube.

I see those pop up all the time. It could show up in Gmail right now that you can have ads show up there. There’s plenty of areas where these ads will show up.

So you need to consider, because there’s so many different areas, there’s also a lot of different formats for these ads. So when you create a Google ad, there’s going to be multiple ad images, like image variations that could be like totally different that you want to create, as well as different size variations for each one of these. And I’ll go through these, which ones are actually important a little bit later as well.

I got a slide dedicated to that. Copy is extremely important. There’s going to be lots of different variations that you have in your copy that you’re creating.

When I say copy, I’m talking about the actual text that goes into an ad. So we’ll talk through copy in a bit. Budget.

We have another slide that’s dedicated just to budget and duration. Depends on what your actual campaign objectives are, which is also a bullet here, and your bid settings. How much are you willing to spend?

What are you actually trying to drive people to do? Are you trying to drive them to a website to then fill out a form and give you their information? Are you trying to just drum up awareness that you exist?

All these different goals that you may have, there’s different campaign objectives that you can set within your Google ads to optimize your ad to those things. It could be for video views, or it could be getting the lead. There’s all sorts of different options.

Duration, we’ll talk to a little bit today as well. How long your ad is actually going to be running for. Geography, where are you actually targeting?

Lots of times, folks will think, well, I want my ad to be seen in a big geographic area. I just want to target northern Colorado. But at the end of the day, if you think, if I’m going to spend $1,000 on an ad, and I’m going to run it across the entire country, or I’m going to spend $1,000 on an ad, I’m going to run it just within targeting a couple different neighborhoods.

How do you think that’s going to perform? When you look at it in the extremes that way, it’s like you’re spreading your dollars really paper thin across the entire country to try to target these areas. It’s like you’re not really going to win any of your areas or actually be effective, I should say, and get a positive ROI on your ad spend.

As opposed to if you just target specific, very specific targeted geos, now you’re spending your dollars all in one place and it gives you a much better chance of the system actually spending enough to learn what leads that you bring in are going to have the highest propensity to actually convert. That’s another thing. When you think about duration of your ads, the longer they’re on, the smarter they get.

Typically, an ad is going to take at least two weeks of putting your ad in front of folks to try to figure out, the AI will figure out which folks are actually going to be the best quality leads to serve your ads up in front of. That’s something else to consider. I have audience targeting and tracking on here, but also pixel tracking.

You have to set up your audiences, you’re going to want to set based on certain parameters. If you think that you’re going to have the greatest likelihood of finding a buyer of someone who fits within certain demographics, you want to make sure that you’re being very narrow in your target demographic and how you’re setting up your audiences, just like you would with your geo. Again, if you’re spreading your money like peanut butter spread across all different age ranges, salary range, whatever it might be that you want to filter your audience by, the wider you’re spreading, you’re less likely to actually get the quality leads that you’re trying to target.

If you could be very mindful around who it is that you’re targeting, it’s going to be much better on your ROI. Same with audience, what I have in here, pixel tracking. You actually can set up retargeting ads that will continue to retarget folks with display ads that have visited your website or taken specific action.

You can actually set these ads up to, just like we talked about Zappos in another session. They’re really good at, when I visit a page that has a specific pair of shoes and a specific color, they have specific campaigns that are set up to target anyone who sees that variant of that shoe. I’m retargeted and I’m served up ads across the internet for the next seven days or 14 days or whatever it might be to try to get me back to their store to buy that actual pair of shoes.

If you use that example, it’s something we’ve all gone through. We’ve experienced it. Yeah, that makes sense then from a pixel tracking perspective.

You also want to make sure you have your landing pages set up to where your landing page itself is actually relevant to the ad. If you have an ad specific to a listing and when they click the ad, they go to a blog post about things to do in the wintertime in Charlotte, the mismatch is going to be detected by Google and it’s actually going to hinder your effectiveness of your campaign and you’re less likely to be served up to folks because Google knows that when folks go to the ad and they click on the ad and they go to your page and they bounce really quickly, there’s not cohesion in the messaging and they’re less likely to allow you to win the bid versus someone else. If you think about from the perspective of a platform like Google, they want to spend the money and they want to keep people spending money on their platforms.

So if they’re able to serve up quality leads, then someone’s going to continue to give them money, right? So if they’re not able to serve up quality leads to folks, then it’s not beneficial for them to continue to spend money with them. Therefore, they’re going to drive people towards the pages that have the ads and the pages that actually have messaging that aligns and people actually engage and fill out the forms and complete the actual campaign objectives.

That was a lot of me just blabbering on. Hopefully it made sense. I think in my mind it did.

So Andy, you can gut check. If I look at this screen and Andy’s eyes are like rolling, we’re going to move on. And then obviously you want to have your lead funnels on your page.

You want to be able to guide people toward the actions. If you want to capture information from them little by little over time, great. If you want to also be able to guide them through their journey with content that does so.

Maybe I’ll get to this in a little bit later. But effectively, you don’t want to serve up everything in the kitchen sink all at once. It’s going to overwhelm folks.

You need to guide them with breadcrumbs to actually fill out their form and give the information in a way that’s a solid value exchange for the buyer or the seller. And then optimization. Signals are constantly happening.

The way people are engaging with your ads, whether or not they click through your page, their bounce rates, like we talked about that, whether they’re filling out your form or completing the objectives, all of these things, there’s like hundreds and thousands of buying signals that are happening that are fed back into Google. And if you’re not doing it within 24 to 48 hours, the system really isn’t learning how to get you the highest quality leads with the greatest propensity to convert. What it is learning is whether or not folks take action.

If they do the thing that the campaign is designed to do, great. But in home buying, that’s really easy to do in e-commerce. If I’m trying to buy shoes, I get sent to the site, they buy the shoes, perfect signal, back to Google, great.

It’s going to take, from the time the lead comes in, it might take three, six, nine, 12 months for a buyer to convert. And so if you’re not sending the signals back though, within 24 to 48 hours that this is a good buyer lead, what does the system know to do? Really what it’s going to do is just drive towards the lowest cost lead at that point, which is great.

You want low cost leads. You want your lead costs to go lower and lower and lower, but how awesome would it be if you can also have the systems learn in real time to drive higher quality, higher and higher quality while keeping those costs low, which is something that DCB does that we could talk to in a bit. Okay.

All of these things go into a Google ad. Let’s dig in a little bit more, a little more tactically within some of the key ones here.

Andy Redington
And hey, Justin, just real quick, because we’re kind of burying the lead here, but as you see, it’s a lot and Justin will keep going through it. I will jump into Digital Campaign Builder in a minute here to walk through to show you that it’s all taken care of, turnkey for you with all the best practices. So hang tight for that.

This is all great material, but yeah, just kind of buried the lead. I wanted to call that out.

Justin Ulrich
No, it’s a good call out. Look, at the end of the day, this stuff’s overwhelming. As a marketing leader, I’m the VP of marketing here and I’ve been marketing leader at multiple orgs and I’ve done demand gen my entire career.

And typically what I do is I go to an agency and say, hey, this is too much for me to handle, figure it out. And it’s people have their entire, this is a full-time job. So their entire careers are dedicated to doing this thing.

So the point of this is to educate you. These are the things you need to consider. But then like Andy said, he’s going to show you a super fast, easy way that we have all this stuff is all automated with AI that we’re doing behind the scenes.

If you choose to go down the path of doing it on your own to try it, I want to make sure you at least have some pretty good direction and get some value out of this to go try it on your own. So your ads, the copy that goes into an ad, here’s an example of where these things live in the upper right-hand corner. Your URL shows up first, that’s your website.

This is where your lead is going to be captured. And the page that goes to has to map to the content in the ad. Headlines, Google does a really good job of taking multiple variations and pairing them up in a way with different combinations to give the highest likelihood, the combination that has the highest likelihood of converting or meeting that campaign’s goal.

So with headlines, you want to have 30 characters max, 15 different variations so it can mix and match. And at any given time, it can show on any ad, it can show up to three of these. So you want them to be different enough to where when they sit back to back to back, they’re going to actually make sense and not be the same thing repeated over and over and over, but all be compelling value ads.

The description, that’s your first line of text here, 90 characters max, four different variations. They’ll show up to two on any given ad. The extensions at the bottom, and I have an example I think in the next slide of all of these things, but maybe I do, maybe I don’t, I can’t remember.

But the extensions, you want to have 25 characters max, 20 different variations you get for these extensions. It could be learn more, schedule showing, schedule open house or whatever it might be. You can have all sorts of different things they can click as different options to engage with.

Okay, so I don’t, I lied. I don’t have the example here. On the keywords.

Keywords, it’s a rabbit hole I get sucked into whenever I start digging in. Anyone who’s done it on the call, I mean, you can let me know in the comments if you’ve ever tried to dig into keywords. It is a bear and there’s a lot to it.

I’m going to try to give you some direction as well as some tools that can really be helpful if you’re going down this rabbit hole. But there are different match types of keywords that you want to look at. And I have them in, for example, exact matches in brackets, phrase matches in quotes, broad match, it has no indicator on there, no symbols.

All of these things, this is how Google reads through these things. If I’m looking, if I want to find, show up for keyword searches that are exact match, that’s going to be like homes for sale in Denver or homes for sale, Denver, homes, Denver homes for sale. It’s the exact match, just as it sounds, right?

Google’s going to try to serve up your ad and be more likely to serve up your ad. If you have the exact match as someone’s searching within Google, that’s what it’s pairing based on. Broad match is a little bit more broad, just like it sounds.

So it could be if my term is actually homes for sale in Denver as a broad match term, I may show up, my ad might show up for real estate Denver, houses to buy, property listings. Google intuits alignment on the terms. Phrase match, if my phrase match, my keyword is homes for sale, then my ad might show up for homes for sale in Denver, luxury homes for sale, find homes for sale near me, right?

If the ad is going to be targeting a certain geo area, it will know. But as you’re pulling your ads together, you want to have some exact word match, some broad match, some phrase match, as well as some negative keywords. You don’t want to waste your money on clicks or leads that are coming in looking for rentals or free or anything to do with foreclosure or apartment or lease, things like that.

You want to make sure you’re including those as negative keywords that you don’t want to show up for, so you’re not wasting your money there. There’s also different categories of keywords within these different match types. If you think about different categories, you want to think high, there are some that are really high intent buyers, meaning they’re ready to purchase.

Those are going to be terms that are like homes for sale in Saleview or homes for sale in Willowbrook or whatever the actual neighborhood name is, right? People are actually looking, hey, is there something in this area? Because that’s something I’m interested in, right?

Versus if you have, let me give another high intent. Oh, I have a bunch of examples here, but it could be like schedule home showing or open house here or a real estate agent for a certain neighborhood, right? Those are really high intent.

That shows that in their journey, they’re ready to go, right? They’re a lot more likely to become a buyer or a seller. Long tail are very specific.

They’re lower costs. There’s not as much competition on long tail, so it’s really long ones. So like this example, senior living communities near Charlotte or first time home buyer agent near Charlotte, right?

Those are really long tail, meaning it’s less likely that people are going to be searching for that thing, but man, when they get it, it’s good. So you want to make sure you have some long tail as well as some kind of shorter tail keywords in your mix. Really high conversion on those long tail ones though.

If you think of folks who are researching, they’re earlier in their journey. These are going to be lower cost leads because they’re less likely to really convert or turn into anything, but it could be if they’re looking for best neighborhoods, they’re doing research, right? If they’re looking for best neighborhoods near Denver, they’re doing research on where to potentially live as opposed to homes in a specific neighborhood.

Now they’re a little bit more targeted, like they’ve done the research. I want to live here type of thing. Best school districts near the city or cost of living in a city, right?

They’re doing their higher level research, not quite ready to pull the trigger, but they’re getting there. There’s also seller keywords that you want to consider if you’re pushing out an ad to try to find sellers. These are lower cost than buyer keywords, but that could be like, what’s my home worth?

I’ve got some other examples here. Sell my house in Denver. Home value calculator, that could be something they’re looking for just to try to see their wheels are turning as to whether or not they’re going to sell.

Typically, they’re going to be cheaper than some of your buyer keywords. Anything to add to that, Andy? You don’t have to have anything.

Andy Redington
No, I’ll save it for the demo that I hop into, but we also do allow users to add their own custom keywords if they want. Again, we have it all. All the best practices, so much data that we’ve looked into to optimize these, we handle all that for you.

We have very robust keyword lists, neighborhood data, all that fun stuff, but I’ll show you in the product. If there’s something maybe unique to your area that you want to add, you have the ability to do that as well.

Justin Ulrich
We’ll but we power a majority of real estate teams, tools, as well as other massive real estate tech. We have a lot of learnings that we’re pulling in to figure out, hey, what keywords are actually the best ones to focus on? We bake them into the campaigns like Andy’s talking about.

If you do want to go down this path, and this can be very helpful on the organic side too, right? I mentioned, you want to try to build content that people are going to be searching for. On the organic side, this is also super helpful.

Free tools that are out there. There’s Google Keyword Planner, Google Search Console, Google Trends. These are all great tools that Google provides for you to dig in on keywords.

It’ll tell you how much search volume there is, what is their actual intent? Are they looking to educate or are they looking to purchase? Right?

It’ll give intent there, as well as what the competition looks like in that space. So you can figure out, hey, if I’m going to create some content, I’m going to put my energy towards this area because there’s high traffic volume and there’s low competition, right? That’s kind of where I would start.

Other tools out there, Answer the Public. I love this site. I’ve actually used this one my whole career.

It used to be free. I think it’s free up to a certain point now, but it’s a really cool tool to type in. It could be a keyword and it gives you all sorts of ways to think about it that people are searching with the volume and traffic volume and competition, stuff like that.

So really cool tools. I got a whole list of them here if you guys want to check them out, as well as some paid tools that are out there. I personally use SEMrush.

It’s a really cool tool that helps give visibility to keywords, as well as I mentioned a little bit about on the organic side of things, what actually gives you kind of search volume or search juice, and that’s going to be your domain authority. So you can actually see on SEMrush what your domain authority score is. The higher the score, the higher quality of site that Google thinks that you have.

So it’s going to serve you up higher on search results than other folks that have lower domain authority scores. What gives you a higher score is if you’re putting out content that’s very targeted, it’s compelling, it aligns with the keywords, it’s driving traffic. It also, if you have other folks, other websites that are linked to your page that have a higher domain authority score, that’s going to give you some more link juice.

So these tools are some that you can dig in and really get lost, candidly, but they’re out there if you wanted to kind of go at this on your own. Display ads. Real quick, I’m almost done and then I’ll give it over to Andy.

We talked a lot about the search stuff. actual display ads are the images that are served up across different platforms as well. And they’re going to have like, think again, if you’re on YouTube shorts, and you see a banner pop up this, that’s a display ad. So it has the image as well as some text incorporated.

So these are going to go to a landing page. So you need to have your URL associated with you’re going to have 30 characters max on your on your headlines with five variations, because just like the search ads, Google’s going to give you the different, it’s going to make the right combination to to make the most compelling ads with the greatest likelihood to convert. Long headlines, you want to have 90 characters on those the description 90 characters max as well, five variations on your description, you’re going to have your logo, your video could be optional.

But you want to have 30 seconds max, if you have a video, it’s gonna be a video that is typically served up like on YouTube, for example, any images that you create, you have 15 different images. So depending on if you have three different variants of images that could look totally different. You know, you want to have at least these five image sizes, because these are going to serve up they cover like 95% of the placements of these ads.

So let’s say you have three different variations of look and feel five sizes for each that you’re 15, you want to have minimal text on there, you want to have high quality image because if it’s real small, but you like you want to you want the detail to be able to show through. Because if you think if it’s shown through on a banner, typically like on a short or something like that, it’s not very big. You want clear focal point, not a lot of clutter in the image like you want to be clean, clear, very crisp.

And then also if you have any branding components you want to incorporate into those ads, people are gonna be seeing these ads in different areas, wherever they’re going on different sites, you want to be able to associate them with your brand. So you want to have your different brand elements on there as well. Budget and duration, I think this is the last section before I give it over to you Andy.

We recommend spending at least $850 a month on Google Ads. To some that might not sound like a lot, to some that sounds like a whole lot. It is what it is.

The reason why we make this recommendation is because we want to make sure that if you’re you’re like very narrow in your targeting, you’re giving yourself the greatest chance of the systems running for much longer than two weeks. But to learn, it has to go through the learning cycle, you’re giving yourself the greatest chance of the systems be able to determine which leads have the highest propensity to convert for you. If you’re spending $50 on an ad, especially on a Google ad, you might get a click or two clicks.

It all just depends on your keywords and what you’re targeting, how you have your ad set up that are going to affect your actual cost per click and per lead. But $850 is a good place to start. If you can start there, great.

You want to also think through cost per lead has a really wide range on Google. I’ve seen it actually as low as $15, but typically between $30 to $150 or even more. It just depends.

It depends on the parameters that you have set for your campaign. And that’s, again, all those different things that we talked through at the very beginning where I rambled and rambled and Andy’s eyes glazed over, those are all the things that are going to impact what your CPL is, as well as what’s the competition look like in the area that you’re targeting within those different components. Again, keep your targeting very narrow.

Try not to spend. If you want to target different zips, you might want to consider running a couple of different campaigns, targeting different zip codes. But you need to make sure you have the fuel set aside for that campaign to take off for each one of them that you have set up.

You want to also keep your ads running for a minimum of three months. Again, the first two weeks is just the system learning. That’s not optimizing.

So the longer an ad runs for, the better it optimizes for lower cost and higher quality. And if you’re using a system like DCB to run your ads, it’s actually, like I mentioned, it’s feeding back those lead quality signals in close to real time, but it’s getting them there in time enough for Google to know, yes, this lead is likely to convert. This person is likely not to be a buyer, right?

And it will weed them out based on all the different intent signals that AI is using across this team of AI agents that we have working for us 24-7. So we’re feeding those signals back into Google. And then Andy will talk to us a little bit, I’m sure, but the leads that you do get through DCB, you can also rate them, give them a thumbs up, thumbs down as to whether or not they were a good lead, which is someone who is likely to buy, whether it’s in six months or a year, they’re actually likely to buy.

You feeding those signals also improves the quality of the leads through our different AI agents. So with all that, I’ll turn it over to Andy and he’ll take you through a DCB demo. We’re just going to jump right in and he’s going to show you some Google ads and how easy it is with all, just keep in mind when you’re watching him, all of those things, the keywords, everything, it’s all ready for you to go.

So I’m going to go ahead and add you to the stage here, Andy. Let me, there you go. All right.

Andy Redington
All right. Awesome. Thank you, Justin.

Yeah. So Justin has walked through a lot and it does feel overwhelming because it can be overwhelming. You know, to Justin’s point in marketing, I was working for a digital marketing agency for over a decade here in Denver.

So I was doing this all manually in channel. And that’s why I was so excited about eVocalize because they have the turnkey tech to make this really easy and really effective and drive performance. So on the last webinar, which Justin will follow up with an email and he can link to that, I did more of a deep dive into everything going on in DCB for this.

I’m just going to jump into Google and show you exactly how easy it is to launch these campaigns. So let me get started here. I’ll start with Google search.

So this is the digital campaign builder. If you haven’t seen it, I encourage you to go log in. It’s very powerful and will really help, you know, move the needle for your business and drive those leads.

So we have different tiles here. We call them quick starts. These are all the different programs you can launch.

So, you know, you can go in. I went through this on the last one, but you can advertise a listing, you know, promote a listing, go through recruiting ads, you know, branding event ads. Again, I’m going to focus on Google.

So just to show you how easy it is, you know, Justin talked through everything that goes into building a Google search ad. In DCB, you simply have to click on the tile. And you’re done.

That’s it. And you’re done. Yeah. A couple more clicks. Almost that easy. So all you do is add your targeting here.

So go ahead, add Denver. This is the section where if you want, you can add additional keywords. So as Justin mentioned before, we have a full performance media team here that’s always working behind the scenes to optimize and refine all the different keyword lists and the negative keywords and the ad copy and testing.

So we’re handling all that for you. And we’re baking that in to this program. So you don’t even have to think about it.

So you’re going to get, you know, your standard, you know, Denver real estate houses for sale in Denver, sell my house in Denver, real estate agents in Denver. You know, you’re going to have a whole robust list of keywords that we’re bidding on to ensure that your ad is that top placement on the Google search results. But if there does happen to be something maybe unique in your area that you think people are searching for, you can go ahead and just click this ad button and you can type in, you know, whatever you want here.

I’m just typing test, but you can add any keywords and that will get added into your campaign within Google ads. So if someone does search for that keyword you add, your ad will show up. There’s also negative keywords.

That’s if there’s something that you don’t want to show up for. So again, we manage all of that on the back end with all the common terms that no one would ever want to show their ad for. However, again, if there is something specific you have in mind where it’s like, I never want to show for that.

Maybe it’s a local regional thing and you’re like, yeah, I’m going to add that in there because I don’t want to get any traffic for this keyword. You can add those as well. You don’t need to do any of that, but you can if you want.

From there, you simply just add your URL. It will pull in your website URL automatically. If you want though, you can actually go in and you can type in, you know, a different website if you want to send traffic somewhere else.

The last thing here is simply just adding your business name. So, you know, your team name, you know, the founding team name. If you want to run something for yourself, you know, you can add whatever you want here.

So it’s really just the targeting, the website, and the business name, and you’re done. You have a little disclosure agreement here just saying that this is a subscription. So just like Hulu and Spotify and Netflix, it’ll just, you know, charge the card every month when it renews the subscription.

So you just agree to that and then you proceed to the last step here.

Justin Ulrich
Sorry, what’s that Justin? I was just saying, you can turn it off. So it’s not like you’re locked in. It’s just saying that it’s going to keep spending until you tell it not to. Exactly, exactly.

Andy Redington
Cool. And then you do have some ad previews over here, just different variations. Again, we have a lot of different ad sets in Google.

Justin Ulrich
Can you click, can you click Andy, just so folks can see how it combines the different text components.

Andy Redington
Yep, absolutely.

Justin Ulrich
And it has all these different variants. Yeah.

Andy Redington
Yeah. Yeah. So responsive search ads.

So it’s always finding the right combination of headlines and descriptions and optimizing towards those conversion events, you know, to deliver leads, right. And high quality leads. So when Justin mentioned, you know, he recommends, you know, a slightly higher budget, keeping this running for a long time.

All that data is always feeding into Google and it learns and it learns using all of the machine learning and AI to go out and deliver the right message to the right person at the right time when they’re on Google. So you get that contact, you nurture that lead and you get a new client. So you can check out the ad preview over here.

So again, simple, just your targeting, your website, your business, proceed to the last step. This is going to be your billing section. So when do you want the ad to start?

So you can set a start date in the future, or you can set it for today. And again, it’ll be on a monthly subscription. You can set your budget.

So, you know, if you want to go up to the 850 down to 300, set, you know, whatever budget you feel comfortable with. Again, knowing that the more budget you have, the more opportunity you have to get your ad in front of more users in your market and the more data that Google will have to optimize and learn. It’ll also inform our leads intelligence on the back end to continue to optimize these campaigns.

So as Justin mentioned, we do recommend around 850, but we all know that everyone has different budgets in different markets. So feel free to set this where it makes sense. Then you add your billing information down here with your credit card and you purchase.

So really just a couple of inputs, a couple of clicks, and this ad will go live in Google and you’ll now be eligible when people are searching in Google for homes or real estate agents are selling their home. Your ad will be at the top of the Google search results, drive that traffic to your website, you know, get that lead, nurture that lead, you know, generate more business. So very, very easy.

You don’t have to think about the 30 things that Justin talked about, right? It’s a lot. And this is very streamlined, very simplified, and it’s very effective.

You know, we see great results from Google search, very low funnel, very high intent. So these leads are very strong leads and much more willing to do business than potentially some other channels where it’s just kind of more awareness. So that’s Google search.

The next one I’m going to go into, which is really popular with the associates and the founders within the side user base is the retargeting ad. So you can see in these blueprints here in these tiles, you have little icons. This will show where the ad is going to publish.

So for retargeting, we call it a multi-channel blueprint, which means that it’s going to both meta, which is, you know, Facebook and Instagram and all their properties, as well as Google. For retargeting, this is actually going to go through Google display. So that’s a network of millions and millions of websites that Google has access to their ad inventory.

So your ad could display on any website that’s related to real estate. You know, there could be a popular blog where people are talking about mortgage rates and home prices and valuations and different markets. Someone could be reading on that website and they see your ad right there on the website.

So it’s a great way to get visibility, but also get direct response because people are actively reading content that relates to real estate and they see your ad and they click on it and there you get another lead and you can reach out to that contact and nurture that as well. So hopping into retargeting, again, just click on that tile there. With retargeting, for those that aren’t aware, retargeting means that you’re serving ads to a list of customers or clients or users that you have.

So you can go into the platform and you can upload a list right here and you can leverage that list in these campaigns. So feel free to go, you know, if you have something in follow-up boss or you have something offline that you want to import, you can always go add your own list here. And then there’s also the pixel.

So this is something that lives on your website and when users go and visit that website, it adds them to this pixel audience. So you have the choice between a custom audience or combining that with the pixel audience to also go retarget those users. Justin used a good analogy or a good comparison with Zappos.

As he mentioned, they do a really good job if you’re looking at a pair of shoes and then you don’t buy them, you may be online later looking at something and you see an ad for that exact same pair of shoes that you were looking at a couple days ago, right? That’s retargeting. They kind of follow you around and get in front of you and we see a lot of success with this because you know the user’s already interested.

They’ve shown some sort of behavior that says, hey, I’m in the market. Then you can go serve them ads and the conversion rate is typically a lot higher with retargeting versus prospecting where you’re just kind of trying to cast a wider net out there. So from here you go, you select your audience.

So for just this purpose, I’m going to say, okay, let’s retarget everyone in 2025 that’s submitted a lead and follow-up boss. Maybe these were leads that never converted. I want to go out, get in front of them again, try to bring them back and continue to nurture these.

So you can select your audience there. It’ll apply this to the campaign within Meta and Google. So it’ll go after specifically these users that are in the list.

Down here, you can go ahead and customize if you would like the body text and the headline of the ad. It’s already preset so you don’t actually have to do anything here, but if you wanted to, you could go add whatever copy you want. There was some chatter in the comments and LinkedIn about chat GPT and AI capabilities.

We leverage a lot of that on the backend for our leads intelligence, scoring the leads, contactability, all this helps optimize the campaigns. But we do also have the ability within the blueprint to add kind of chat GPT AI copywriting. So this is rolling out actually this week for side.

So you can click on the copywriter here and you can say, okay, do I want to do the headline, the body texts or all inputs? Let’s say body texts. It’ll actually generate copy for you that you can apply to the ad.

So just a cool way. I know everyone’s excited about AI these days. So think about this as your personal little chat GPT that lives in the product.

So it just generated some copies. So I say, okay, I’m going to apply that. You’ll see here now it’s leveraging the AI copy in your app.

You can see the ad preview over here. So the next steps are again, the website, where do you want the traffic to go to? So it’ll pull in your website, but if you want to do something else, you can plug that in there.

And then the last thing are just going to be a couple of creative elements that go into the ad themselves. So the image for the ad, let’s say, you know, it’s holiday season. We want to do a happy holidays ad.

So go ahead and select that.

Justin Ulrich
I mean, the face on there looks kind of cool too.

Andy Redington
Yeah. Let’s do, I don’t know. I don’t know about this.

That might turn some people away. Let’s do, I’ll just do a side logo here at that. So now you have your image, your logo and your ad is built.

Easy peasy. You can also look at, this is obviously a Facebook ad. You can tell here if you’re used to Facebook, it looks like it.

But if you want, you can go and you can also see what that would look like on Google display, which would be those kind of banner ads that are out across the web, across those millions of websites. So that’s really it there. Again, add your business name here and you’re off to the races.

Again, we have the disclosure agreement. Again, just saying this is a subscription. So you say, yep, sounds good.

Proceed to the last step, set your budget here as well. Set when you want your ad to start and purchase and you’re done. So super easy, super effective.

Again, you know, everything that goes into building these campaigns is taken care of for you. And we have a team that’s constantly monitoring, you know, optimizing, updating, like you have your own agency in your pocket essentially through digital campaign builder. And we’re taking care of all those best practices to ensure that you’re moving the needle for your business.

You’re generating those contacts, you’re working those leads and at the end of the day, you’re making money. So yeah, make that money. So I think that does it, Justin.

Again, if you need any help with this or you want a little bit more handholding, Justin will have a little QR code at the end of these slides to schedule a consultation with someone from our team. So there’s a QR code there. So we can hop on a call with you, walk you through all of this in more detail and get you set up.

Justin Ulrich
Yeah. And we’re doing, I mentioned at the beginning, we’re doing an enter to win contest. So all you have to do is get a time scheduled with Robin by scanning this QR code here.

And if he, you jump on a call with him, he walks you through, you know, the platform, we’ll get you entered to win. So this is something that we’re, you know, setting aside just for folks who attend these webinars. You know, we value you guys taking time out of your day and, you know, getting educated on these things, whether or not you use DCB, you know, it’s good to know these things.

Just know that leveraging DCB makes your life a hell of a lot easier if you’re trying to do your own marketing. So, you know, I’ve been watching or monitoring the Q and A and at least the questions and comments. It looks like most of them have been answered with the exception of, what is the, Alison asks, what is the end user experience for filling out the lead contact form on Google?

Andy Redington
Yeah. Great question. So these ads will send traffic to your website, typically a luxury presence is the website vendor.

But so the traffic, the traffic will go to the landing page of your website and the lead will be captured on the website on the lead form onsite there.

Justin Ulrich
So it’s not an in ad form experience. You’re just going to be whatever the experience is of your landing page is going to be what they’ll see.

Andy Redington
Yep. Which does differ from, you know, the property promotion, the single property ads and meta that is a lead form in channel and that will get routed to you. But for Google search, that traffic will go to your website to capture that.

Justin Ulrich
Yeah, I think all the other questions have been answered through our discussion today. So if you have any other questions at all, feel free to leave in the comments, we’ll be monitoring and answering them, especially over the next few days. We’re going to have another session next week that I mentioned before, I lead a podcast called Local Marketing Lab and we bring in experts from all across various industries, a lot of real estate, a lot of mortgage.

So we’ve got a lot of tips and tricks that we’re going to go through next week to talk through mastering your social, I’m sorry, your local marketing, as well as that’s on your own and with partnerships in the area. So that’ll be a session that you definitely don’t want to miss. Again, very easy to log into DCB and to poke around yourself.

I encourage you to do so, but set up time with Robin and we’ll get you entered to win 500 bucks off your next program there. So anything else to add, Andy?

Andy Redington
No, I think that does it. I’ll keep an eye also on LinkedIn. If we hop off and a question comes up, you’re like, ah, I should have asked them that.

Feel free to drop a comment in there. I’ll keep an eye on things. I can always go respond or schedule a call with Robin and we can answer your questions and get you set up and walk you through DCB there as well.

Justin Ulrich
Perfect. Thanks, Andy, for taking us through everything. And again, thanks everyone for attending.

This will be recorded. It’ll be on the same link in LinkedIn. And I’m going to send this out to everybody in about an hour. So 4 p.m. Eastern, October 8th. So keep an eye out for it. Have an awesome week. Thanks, guys.