Off-Market Google Ads Tip - Good Keywords vs. Bad Keywords

[Yogev Lifchin]

When it comes to Google Ads, every dollar spent is crucial. Google Ads can be your best friend, but if you’re not doing it right, the hungry competition can quickly take you out—and all for issues that could have easily been avoided.

So, how do you identify a good keyword from the start?

Well, you need to put yourself in the mindset of someone who has an urgent situation and wants to sell their house quickly. If you were facing, say, a foreclosure issue and needed to sell your house fast, what would you search for?

Perhaps something like “Sell my house fast” or “Sell my home for cash”?

This might seem obvious, but as I’ve shown in my previous examples, some people end up bidding on keywords that are completely off-target. For example, “House for sale near me.” Believe it or not, I’ve seen many investor ads targeting these keywords, which have NOTHING TO DO WITH SELLERS.

Targeting the wrong audience can hurt you in several ways:

1. You’ll get impressions that won’t result in clicks, which will lower your CTR (Click-Through Rate)—a key metric for Google.
2. You might actually get a click from a curious person who just wants to check it out. They’ll leave your landing page as quickly as they arrived, and just like that, $10-$30 (or more) goes down the drain.

Conclusion:

When building your keyword strategy, imagine you are the person who wants to sell fast. That’s the most basic thing to do. From there, you need to be competitive with your ad copy and landing page, but that’s a topic for a whole different post.

This approach is something anyone can implement, even without extensive experience in Google Ads.