@Kay Barnes I'm happy to try and answer your question!
I would try to split your campaigns into two tests. Both campaigns would have the same target areas, but different keywords and ad copy.
In your main campaign (roughly two-thirds of your paid Google search budget) I would use keywords that have a higher conversion rate (Motivated Seller Leads).
Examples:
Sell House
Sell Home Fast
Houses for Cash
Home Buyers
These are more generic keywords that will get the most searches, impressions, and likely paid Google search clicks.
In your secondary campaign (roughly one-third of your budget) I would suggest experimenting with niche keywords that have a lower search volume. Typically, the niche keywords have a lower cost per click and can generate quality leads. In some cases, the leads generated through this campaign can have a longer lead acquisition to close.
Examples:
Stop Foreclosure Now
Avoid Foreclosure
Sell Inheritance Property
Sell Investment Property
These are some niche keywords that will have a lower search volume. This means that you may get one click a month per word. The cost will be lower in most cases and the leads that are generated are very targeted. Make sure to only use keywords that will generate the type of leads you are looking for.
The reason you want to split up the campaigns is because the main campaign will dominate the overall spend. This means that your niche keywords could not appear on the Google search platform if your campaign is limited by budget early on in the day. Since there are limited niche searches you want to be "in the air" for every one of those click-to-conversions. This will allow you the flexibility to try out niche keywords while still going after the $$$ keywords.
In the secondary campaign make sure to create unique ad copy to the keyword it pertains to.
Try to create demand in your ad copy by offering an incentive that is better or unique to one of your competitors in the paid Google search ad space.
Thanks for reaching out!
