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  • Add You - Your Real Estate Website and Pay-Per-Click: The Difference Between Expensive and Profitable

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    o overall budget, etc., but that's not the point here.

    The real key to success with pay-per-click (or any) advertising is to track everything you do. That way, you will be able to spo

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    The other day I received an email from a real estate professional who explained that he had stopped using pay-per-click advertising (via Google's AdWords and Yahoo's Overture) to market his real estate website because "it was too expensive."

    Despite the advertising being profitable, the cost per lead was more than he wanted to spend.

    If you don't know it already, this is not a smart idea for anyone marketing a real estate website.

    In marketing, expense is somewhat irrelevant. Just about the only thing that matters (online or offline) is whether or not your advertising is profitable. If you get $2.00 back in results for every $1.00 you are sending out in advertising, why would you stop doing it?

    Granted, there are limits due to overall budget, etc., but that's not the point here.

    The real key to success with pay-per-click (or any) advertising is to track everything you do. That way, you will be able to spot

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    al estate website because "it was too expensive."

    Despite the advertising being profitable, the cost per lead was more than he wanted to spend.

    If you don't know it already, this is not a smart idea for anyone marketing a real estate website.

    In marketing, expense is somewhat irrelevant. Just about the only thing that matters (online or offline) is whether or not your advertising is profitable. If you get $2.00 back in results for every $1.00 you are sending out in advertising, why would you stop doing it?

    Granted, there are limits due to overall budget, etc., but that's not the point here.

    The real key to success with pay-per-click (or any) advertising is to track everything you do. That way, you will be able to spo

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    is not a smart idea for anyone marketing a real estate website.

    In marketing, expense is somewhat irrelevant. Just about the only thing that matters (online or offline) is whether or not your advertising is profitable. If you get $2.00 back in results for every $1.00 you are sending out in advertising, why would you stop doing it?

    Granted, there are limits due to overall budget, etc., but that's not the point here.

    The real key to success with pay-per-click (or any) advertising is to track everything you do. That way, you will be able to spo

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    not your advertising is profitable. If you get $2.00 back in results for every $1.00 you are sending out in advertising, why would you stop doing it?

    Granted, there are limits due to overall budget, etc., but that's not the point here.

    The real key to success with pay-per-click (or any) advertising is to track everything you do. That way, you will be able to spo

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    o overall budget, etc., but that's not the point here.

    The real key to success with pay-per-click (or any) advertising is to track everything you do. That way, you will be able to spot the winning ads, kill the losing ones and make your money go further. Luckily both Google and Yahoo make this type of tracking pretty easy to do.

    But beware, in pay-per-click advertising it is easy to view the "click" as the result. That's what you pay for after all.

    Don't fall into that trap. The "click" is not a result, it is an opportunity - an opportunity for you to turn it into a result.

    So instead of just tracking clicks, you need to dig a little deeper and track conversions.

    What is a conversion?

    A conversion is whatever you decide it to be - maybe a CMA request, maybe a newsletter signup, or maybe even a listing. Regardless of what your goal is for your real estate website advertising, make sure you are t

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