2018 – How to use SEMrush to find Pay Per Click Ad Opportunity [22:26]

– [Lori Ballen] All right, today, we're gonna take a look at how to use SEM Rush to find pay per click opportunity So this morning, I have my Google pay per click account open for my Las Vegas real estate business, and I am researching keywords and ads and opportunities that are possibly lower cost per click

It's, in my market, here in Vegas, the cost per click is gonna run a couple bucks, generally, but there's a lot of opportunity under that, and what happens is, a lot of people, they just go in, they put in their ad budget, they pick the standards, the generics, or the head terms like, not generics, but head terms like Las Vegas homes, Las Vegas real estate, Las Vegas rentals, Las Vegas, whatever it is that they're, you know, those top terms instead of drilling down and actually finding things like three bedroom single story homes in the southwest, which people are actually searching Now, the search volume gets lower, and lower, and lower as the keywords get more long tail, you know, as they dip into that, into that more niche specification, but that's okay You can still do a big business with small search volume if you have enough of it It has to collectively still be enough of it to make it worth doing So I spend a lot of time trying to get those higher converting lower clicks that are more niche focused than just the generic homes for sale that everybody's bidding on, okay? And so here's a great tool

This is, you can use Google Ad Word Planner, Google Keyword Planner as part of your AdWords account, but this tool actually shows me what my competition is doing, so that's what I really like about it So if I go up here to my search toolbar, and I go down to advertising research, and now let's go ahead and type in something that, for our market, Las Vegas homes Now, what we're gonna see is just like we do with the organic search, we're able to see some standard things, like for example there are 16 thousand searches for that exact match term, Las Vegas homes Oh, let me just turn that off there

Okay And then here we have the cost per click average for that keyword term exactly is 356, but we're not really looking for that keyword term What we're looking for is long tail related keywords So we're gonna go down here, and we're gonna, we're gonna come back to this related keyword So we're gonna start here with phrase match

And I'm gonna go ahead and open that in a new tab I know, I have a million tabs open It was a busy morning And we're gonna go down here and take a look now at keywords that people are bidding on This is what my competition and my market is doing, okay? Now, for today's strategy, I'm specifically looking for keywords that are under a certain bid price

So let's just go ahead and start with under $2, because like I said, for my market, the average is about two bucks I think it's like $191 So we're gonna look for anything under $2 I don't want to be bidding on these super competitive, like here's an example

New homes Las Vegas has a $527 average bid I don't, I don't want to bid on those Now, if all I was doing was new construction, and all I'm targeting this year is finding buyers for new construction, I might bid on that It might be worth it to me

But for what I'm doing for today, it's not, so instead, I'm gonna go up here to use advance filters, and I'm gonna say include, and watch this, drop down this little arrow Cost per click is less than, you know, let's go less than $190 Apply First, I want to look and see how much is actually available still

Okay, so as you can see, we still have 544 keywords that people are bidding on that are under $191 That's great Now, another thing, I don't want to bid on anything that has to do with rentals, and there's a ton in here, so I'm gonna go to add one more, exclude keywords containing rent Apply

And you do this, you can use those filters to really narrow down to some really low, some specifics, okay? Now, search volume Let's say I don't want to go under Well, I can still get some good stuff at 90, but let's just say we don't want to go under 50

So I'm gonna say also exclude search volume, volume is less than, let's say is less than 60 Okay? And now we've got still 405 That is a lot, okay? So I might keep going down and doing more filters and really kind of narrow that down, or I might start scrolling right now So let's go ahead and start scrolling What we're able to see here is the search term, how many people a month are searching that term, what the average cost per click is, but believe me, do not hold this to it

I mean, Google doesn't release all that data, and although they give us some generals, it's really gonna depend day by day, hour, well, minute by minute, depending on who's in the landscape, but you can always set your max bid And then over here, we have what the competition level is, okay? Now I love to see something like this So it's only got a 51%, um, competition level, or a score of 51 out of 100 And so that means it's mid competition, which is fantastic So there's not a lot of advertisers in that landscape, and they're only paying a buck 51

However, this is not a keyword I want to bid on It's a branded search It's new construction I don't want to mess with that While I do build organic pages on my website around the builders, I'm not, I don't, I don't have a reason right now to spend money on driving traffic to their particular brand

And so I'm not gonna do that Home Goods Las Vegas doesn't apply to me There's another new home builder They're actually closed Macy's Home Store obviously does not apply

Bunker Funeral Home doesn't apply (mumbles), Home Depot, Home Away, mobile homes I'm not paying for mobile homes leads, okay? Home Depot, work from home jobs, none of those apply to real estate right now, so I'm still going down, still looking Vacation homes maybe, if I wanted to specialize in finding people vacation homes, but I don't, so I'm not gonna do those Keep looking

HUD homes, manufactured homes, okay Let's look at this one Homes for sale in Las Vegas with pool, 170 searches, a buck 65, high competition, but that is one I would still be will-, still be wanting to bid on, so I'm gonna check now and see if I already have this keyword I'm bidding on So what I'm gonna do is I'm gonna go over here, I'm gonna highlight this I'm gonna go back to my Ad Words account, and I'm gonna go to, um, let's look at the whole campaign, and let's go down to keywords, and I'm gonna, let's go ahead and look at all, all keywords, not just enabled, and then I'm gonna do a filter right here

Search Um, what was the keyword phrase exactly? Homes for sale in Las Vegas with pool, homes for sale in Las Vegas with pool Okay, so I've already got that keyword Now I have that paused right now because of some things I'm doing, but I don't need to add that, okay? So now let's look at the next one That's New Mexico, Floyd Mayweather, Las Vegas home, mobile homes, vacation, group homes, nothing there applies to me at all

Okay, homes for sale in Lake Las Vegas There's one 110 searches, only a buck 64, medium competition, so I'm going to highlight that one I'm going to go see if I've done that one In fact, I think I did that one this morning, but let's take a look

Okay, let's see, oh, let me remove that filter There we go So homes for sale in Lake Las Vegas, all right, so I just ran an ad this morning, and I have not yet added that keyword Let me see Let's go over to my ad groups, and let's look at the one I just added for Lake Las Vegas

Okay, Lake Las Vegas homes for sale What was the keyword phrase? Homes for sale, okay, so I don't have that So here's what I'm gonna do I'm gonna go to add, and I'm gonna add that keyword right here Now I could make that a broad term, but I'm nervous to do that, so I'm gonna go ahead and make mine a phrase match and an exact match

And as a reminder so that you understand what those are, a broad match is saying, hey Google, if anybody searches anything that you believe has to do with Lake Las Vegas, or homes in Las Vegas, or anything around that, go ahead and send them, and I'll pay per click, even if it's not relative And that's very scary Now, broad searches are awesome if you're just trying to gather a whole bunch of data around a particular phrase that people could be searching, but you're also gonna get a whole bunch of stuff in there that you don't want to be paying for, so you have to watch that You have to be, if you're gonna be running broad match ads, you gotta be checking those daily Phrase matches, hey Google, I'm willing to pay for this click if anybody searches this phrase in any combination, but the phrase has to be in the, in the, the way they type

So they can add things to the front of it, to the back of it, they can jumble it up, but these, these words need to be in the, in their search And then this one with the little brackets around it, this is an exact match, which means, hey Google, I'm only willing to pay if somebody types this in exactly, that phrase, okay? And then you just go down here and you click save, and now it's in, okay? Um, work from home, home is possible, there's another one Homes for sale Lake Las Vegas So see, that's a different variation by a little bit, so I'll go ahead and add the exact match If people are typing that in, sometimes you can pay less for those exact matches

They're, they're highly like, more likely to convert, because people are typing in that, typing it in very specifically But they're going to be much less, and I find that the quality scores also tend to be less on exact match, and I think more to do with, but there isn't enough volume to really track that well So exact match for, for lower search volume tends to be lower on quality score Um, Home Dept, Macy's, okay, here's a good one Homes for sale in Las Vegas in 89149

Now, if I, I'm also always focused on organic results, search engine ranking, so I'm all, when I see this on a pay per click suggestion, I'm also gonna say, oh, okay, have I created a page on my website called homes for sale in Las Vegas 89149 or some variation of that? And if I haven't, I'm gonna go over to my website and build a page for that, as well So this also can give you ideas for organic based on how people are searching with your, where you're getting your pay data Okay, so homes for sale in Las Vegas 89149, let's go ahead and take a look at it We'll go back to all campaigns, all keywords Okay, no, so let's go see if I have an ad group that has anything to do with 89149

No, haven't done anything with 89149 All right So all I have to do, I'm gonna click the plus sign, and I'm gonna name this ad group 89149, homes in 89149 I'm willing to pay up to $2 a bid, although, like I said, I typically will turn off the higher spends unless they're converting really great And I'm gonna add this phrase match in that we just found

I'm also gonna make that an exact match, and then I can also use the parameters like homes, plus loss, plus Vegas, plus 89149 So now we're saying, okay, I'm willing to pay for any phrase that has those keywords in it So similar to a phrase match, but we're using the, the plus parameters, and I find those to work very well, as well, also, okay? Now, there's gonna be a lot more related keywords in this phrase, but for right now for the sake of this lesson, we're just gonna go ahead and stop there Let's click save and continue Now I'm gonna create a new ad

This is how fast this is I'm gonna go over to my website, and I'm gonna find my 89149 So I'm gonna come up here I know where mine is, and mine is on my homepage I could also create an IDX broker saved link if I want to control more aggressive registrations or something like that, but for right now, I'm just gonna go ahead and grab my page

So Las Vegas zip codes I'm gonna go over to 89149 I know is in northwest And it is right here, okay? 89149 And I need to put more price ranges in there, so that's a good lesson for me That's a good to do for me today now

I'm gonna hit copy, and I'm gonna go back over to that ad, and now I'm gonna type something in like, what was the keyword phrase again? Homes for sale in Las Vegas 89149 Homes for sale in Las Vegas, okay, so it doesn't fit, so I'm gonna do this 89149 homes for sale Las Vegas Um, updated, see all prices, sizes, area, oops, I'm a little over There we go, sizes, okay

And now here, um, see all active listings in the MLS See all active homes for sale in Las Vegas 89149 Shop, let's do sort, sort your way, save your favorite, save favorites Okay, now if I wanted to, after I save this ad, I can actually then create a new ad and split test them So I'm starting a new campaign

Maybe I want to start with two ads to see which one performs better When you have a low search volume term like this, though, it's really hard to do those split tests So it might be better to gather more data on that first one instead of rotating ads, and then go in and tweak and optimize the ad once you know that, that keyword converts for you Because you can go in and create a new ad and change one word and just see which one performs better, or change the headline, or change the URL, or you know, anything you want in that, in, in that little, in that space, so it's quite easy to do that All right, so I would keep going all the way down

Now, let's say I was curious about the advertisers in 89149 I'm gonna open this link in a new tab And then what happens is, SEM Rush here drills down for us, and shows us they keywords, shows us the ads people are running So here's the ads See, I like this one, 89149 homes for sale, see up to 30% more homes with zip

30% more than what? I have no idea where they get those numbers, but it is proven data that numbers in the headline, numbers in the ad help click through rates and conversion rates, so I might take a look at that and go, okay, now what could I add to, what could I put in my ad that might be, that might help convert? But these, now I could actually split test, and I could mimic I'm not gonna copy exactly, but I could mimic these top performing competitors, and run four or five of those competitor ads, similar ads side by side and see which one performs better Again, higher search volume is gonna work much better for that, but it is cool to be able to see the other ads, and then I can export it, as well And then also, over here, SEM rush says, okay, so here's the keywords that have that phrase in it, homes for sale in Las Vegas 89149, homes for sale in Las Vegas 89149, with the in or without the in, or with the in the, or without the in the But over here, these are now related keywords, so now let's look at that real quick

And you say, oh, well, then I also, I like some of these related keywords as well You don't just add them all, though, because you gotta look at the competition, you gotta look at the price, and you, you want to be careful about just saying, okay, I'm gonna add every keyword phrase for 89149, and then not be putting so much in there that it's hard for you to monitor I'm gonna take a look at this and go, okay, let's look, let's sort search volume highest to lowest, because that's gonna be the biggest opportunity for click volume anyway, and I'm gonna say, okay, oh, well, those look, those don't have 89149 in them, so they I only want it to contain 89149, so I'm gonna include only keyword containing 89149 Because then you're gonna get too generic You're gonna be pulling people all over that you may not want, that may not want that zip code Okay, so here's a good one, 89149 zip code, okay? This is how, at what percentage it's related, 390 volume, that's good I have no idea why there's a zero cost per click showing and no competition, but let's go ahead and take that phrase and put that in there

Where's our 89149? So we're gonna add, whoops I'm in ad groups, sorry Let me go back So we're gonna go back to our campaign We're gonna go back to keywords, and then we're gonna add keyword phrase 89149 zip code, and it will ask us which ad group

Click save There it is, please select an ad group Um, 89149 Okay? You can also export the keyword list and just drop it all in here, much, much easier You can also then take a look over here at some of these suggestions and see which ones you want to add, but again, be careful about just popping everything in there for 89419 like this one, new homes 89149

If you don't have new homes listed directly on that landing page, that should be a separate ad group It doesn't even fit really there, unless you've got a good directory that'll guide them But you'll want to send them to what they want immediately, and that's gonna help your quality score be higher And if your quality score's higher, your cost per click will be lower, and you'll rank higher So that's very important

Okay, houses for rent, see, I don't want that one Houses for sale 89149, a buck 22 is great That's an excellent one I'm gonna put that one in there And for now, I'm just gonna add the phrase matches

I can come back and add the exact match if I decide to Okay, homes for rent, no Zillow, I'm not gonna do that one Zip code 89149, you're gonna get the Zillow ones organically, naturally, anyway, you'll see That one only has 20, but I don't see, I don't see a lot of competition Again, I'm not sure why, if those are

I'm not sure I'll have to look at the, that's when you're, when you're really curious about why something is showing no data, but yet it's got the high search volume, you wonder why people aren't bidding on that, why there's not competition I may find out really quickly

I think we did this one, homes for sale in 89149 We'll add that one in there And then that one I think I may have that one It doesn't hurt you to put it in again

You're not gonna be bidding on the same keyword twice It'll see that it's a duplicate, so I'm gonna click save, and there they are So that's your lesson today on how to use SEM Rush to find keywords and opportunity and ads that you can get inspiration from, and all the data's right here that you need on SEM Rush And if you want to check it out and try it, use my link to try it, and if you end up using it and loving it, then you can pay for the full subscription All right? Thanks a lot, and I'll see you on the next lesson

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