How To Get Top Adwords Placement With Low Traffic Keywords?

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I'm considering using creating a real estate website with a page providing text, photo, and video content for each and every home address in my city starting with homes that have recently been listed for sale.

I'd like to create individual ad campaigns on Adwords pointing to these various homes. As the number of searches for these keywords is very low (less than 20 per day) it is important that the ad has Top-of-Page placement.

I'm not concerned about the quality score of the land page as it will be 100% keyword optimized to match the search query when the user types in the address of the house. As I said, the landing pages will have video, photos, a text blog post, maps and more. They also have no ads.

I've read, though, that Google gives high weight to the CTR when determining if your ad can get boosted to the Top-of-Page. If there isn't enough traffic for the keyword, then will I never be able to meet the CTR threshold?

I mean, I might have a 5% CTR on the right side of the page, but if there are only 10 searches p/day then it will take 10 days to figure that out. Also, might not Google refuse to make a decision on whether to give Top-of-Page boost if there are less than 1,000 impressions? If so, the buzz of a new home on the market may fade and searches drop before Big G can even make a determination on whether to give Top-of-Page rank.
#adwords #keywords #low #placement #top #traffic
  • Profile picture of the author dropout
    You're a little off here. What you do is you make sure to bid high enough to reach position 2-3 right from the start (monitor your campaign when you start it and if you've bid too low just increase the bid until you are in pos. 2-3), and then you will probably also get a great CTR which will make you stay in that position.

    You don't get "boosted" to be in position 1-3, you merely bid high enough and maintain a good CTR. If your CTR is lacking, test more variations of your ads' copy.
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    • Profile picture of the author BrianMI
      Thanks for the tip.

      To be clear...there is no competition for these searches. There are no ads being displayed. In theory, I could bid 1-cent and I'd be the only game in town.

      That being said, I heard that you don't get promoted to the Top-of-Page automatically, even if you're the only ad showing. If nobody else is competing for the space, you get placed in the #1 spot on the right - but you only get bumped to the top if you meet additional criteria related to landing page experience, CTR, and overall Quality Score or something.
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      I'm a Realtor who is building a website about homes for sale in Plymouth. I don't really sell stuff online.

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      • Profile picture of the author patadeperro
        Originally Posted by BrianMI View Post

        To be clear...there is no competition for these searches. There are no ads being displayed. In theory, I could bid 1-cent and I'd be the only game in town.
        This is usually a bad sign, because it means there may not be money on that segment, nevertheless there are still opportunities like that.

        In order to get the higher place even if there are competitors is focusing on your CTR, that is the key measure to beat, the better it is the higher your add will be shown.
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        • Profile picture of the author BrianMI
          Thanks for the feedback patadeperro.

          It would seem at first blush that the keywords might not be worth targeting. The approach on this is different than most take to making money online.

          As a local Realtor, the major focus of this campaign is to get brand recognition in one zip code. To become the face of the real estate industry for one town. I want to completely dominate the online space in regards to those looking for information about homes in my area.

          When they start looking on Trulia or Zillow, they see me there. If they are tinkering around on Craig's List, they see my videos there. When they run a search for an address...they see my ad which takes them to my website where my video shows up again. Of course, when they ran a search for the address they also saw my YouTube video show up in the Top Spot in organic search. If they clicked on any of the property-specific organic results from Trulia or Zillow, they saw me again.

          The goal is to become the most recognized face in my town where real estate is concerned and to build trust and niche authority about buying/selling homes in my town by leveraging the power of video to build familiarity.
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          I'm a Realtor who is building a website about homes for sale in Plymouth. I don't really sell stuff online.

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          • Profile picture of the author patadeperro
            Originally Posted by BrianMI View Post

            Thanks for the feedback patadeperro.

            It would seem at first blush that the keywords might not be worth targeting. The approach on this is different than most take to making money online.

            As a local Realtor, the major focus of this campaign is to get brand recognition in one zip code. To become the face of the real estate industry for one town. I want to completely dominate the online space in regards to those looking for information about homes in my area.

            When they start looking on Trulia or Zillow, they see me there. If they are tinkering around on Craig's List, they see my videos there. When they run a search for an address...they see my ad which takes them to my website where my video shows up again. Of course, when they ran a search for the address they also saw my YouTube video show up in the Top Spot in organic search. If they clicked on any of the property-specific organic results from Trulia or Zillow, they saw me again.

            The goal is to become the most recognized face in my town where real estate is concerned and to build trust and niche authority about buying/selling homes in my town by leveraging the power of video to build familiarity.
            I understand your strategy, but even I dont like it, it does not mean it wont work, but here are my two cents, if you are going to go that route use facebook, it is cheaper and that will get you more exposure, besides people use adwords when they have a problem, people use Facebook to forget their problems, in that sense, people will see you more like a "friendly" realtor just for the fact they saw you on Facebook.
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            • Profile picture of the author BrianMI
              Originally Posted by patadeperro View Post

              people use Facebook to forget their problems, in that sense, people will see you more like a "friendly" realtor just for the fact they saw you on Facebook.
              This is a great idea. I will add Facebook into the mix.
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              I'm a Realtor who is building a website about homes for sale in Plymouth. I don't really sell stuff online.

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  • Profile picture of the author Marketaire
    You'd probably be better off focusing on specific real estate based searches of areas within your town. If exposure is key, you'll want to be exposed to those people with a higher intent to purchase.

    As for someone who may have seen your on-site listing previously, you might want to look into remarketing, which will allow you to display very targeted ads to users who have already been to your site. This is a strong "in your face" approach that could work well with your strategy.

    Hope this helps!

    BP
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    • Profile picture of the author BrianMI
      Originally Posted by Marketaire View Post

      As for someone who may have seen your on-site listing previously, you might want to look into remarketing, which will allow you to display very targeted ads to users who have already been to your site. This is a strong "in your face" approach that could work well with your strategy.

      Hope this helps!

      BP
      Wow...that's REALLY cool. I'm going to do that too.
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      I'm a Realtor who is building a website about homes for sale in Plymouth. I don't really sell stuff online.

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  • Profile picture of the author malia
    I understand what you're trying to do and it's a good strategy. I used it when I was doing AdWords for a local business. Basically instead of relying on organic ranking and worrying about content issues, you're going to pay for the spot.

    My concern is it really isn't that much search volume. You'll be better off using the feature (forgive me but I don't know what it's called) where the ad content is dynamic based on the search content, etc. Otherwise, you're loading in a ton of ads (even if you use an import tool or adwords editor desktop) and it's very time consuming.

    You'd probably be better off focusing on specific real estate based searches of areas within your town. If exposure is key, you'll want to be exposed to those people with a higher intent to purchase.
    This is great, however, the issue often is that there are advertisers broad matching coming up for local searches and making the bids too expensive. I really hate that and that has been my experience.

    I also agree you should regarget/remarket them.

    I've done this and it's a good strategy. You can also add in local realtors/agencies, sometimes you can advertise against searches for their names, sometimes you cannot. You cannot put their names in your ad, but you can do something like:

    Looking For A Realtor?
    blah blah blah

    when somebody searches for a local agency.
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