What Advertisers are Paying for PPC Advertising Will Blow Your Mind

Highest Priced Keyword Phrases on Google Adwords

I see a lot of business people struggle estimating the value of content development and search engine optimization. What is the Value of SEO?  That is a good question and it deserves an answer in terms of dollars, value, and execution because you want to know if it’s worth it and what will happen when it’s done.

There’s some interesting info and stats below about the search marketing industry and about how money is being directed away from where it should be spent (for sustained benefit).

Graphics courtesy of learnairbnb.com

Graphics courtesy of learnairbnb.com

Clients are motivated despite being stuck in limbo with their current campaigns and methods which aren’t working well and will decline further. They’re looking, because they know they’re in trouble and can’t quite justify social media, content development, free stuff for prospects, and hiring an SEO expert. We need to grow that justification — because their business survival is in the balance.

I think we should take a different angle on the lead generation value of SEO. Below you’ll see the prices that advertisers pay per click in their ad campaign on Google. These prices alone should give you a dollar estimate of the one time acquisition costs (not long term value — ads only last as long as you keep advertising).

SEO has a powerful value offer and it needs funding




Why are SEO, Content Development, Social Media and UVP Improvement so Important?

  1. They are all about FREE sources of customers/clients
  2. They offer tremendous reach to qualified prospects
  3. They demonstrate value better than advertising
  4. They are more credible to your visitors because they are earned due to quality and opinion
  5. They help you build out value to your prospects more specifically to beat your competition
  6. You’ll spend more time on creating more value (content) for your visitors/customers
  7. Top rankings are considered prestigious by searchers and raise your brand image value
  8. people are more likely to share your content via search and social media engagement
  9. to win a client today, you must engage with them with content and natural dialogue and an ad is never natural
  10. good content inspires and engages your own staff who are your top brand ambassadors
  11. hiring more staff, in-house trainees and sales people opens up potential for losses — because real substantial value is last on the priority list

Getting Starved Out

The biggest threat I can tell you about is: underfunded SEO.  Too much money is put into PPC (10 times the amount put into SEO) yet it’s a one time producer.  SEO keeps on growing leads and revenue every year so there is an ROI compounding effect.  However, what happens is that clients cuts back on SEO investment each year thus crippling the optimization effort including strategies to build inbound links. Starving it out of funds demoralizes the SEO provider and reduces their power to get results.

Clearly, the battle lines have been drawn for a quite a while. Google has the upper hand though (and Facebook too) because they have a monopoly.  Their Adword’s programs ability to geo target, time slot, and top placement on search pages gives them total power. An SEO expert on the other hand has limited power, limited reach,  and may not be equipped to persuade a client’s CEO or marketing manager.

However, you’re reading this now and you have some power in that you can reach your boss, CEO, or marketing manager and put a bug in their ear about how valuable SEO could be to your staff’s future and your company’s financial well being.

seosurvey

Chart courtesy of Search Engine Land and SEMPO State of Search Industry Report

seosurvey2

Chart courtesy of Search Engine Land and SEMPO

 But Advertising is So Quick and so Predictable (Accountable)

The alternatives to hiring an SEO Expert who researches and creates excellent content for the web and social media outreach and engagement is advertising. You can buy banner advertising on a variety of portals or on Google search or Facebook. Your advertising will reach a fantastic audience of eager shoppers and buyers in the specific Geo-targeted areas you want. However, it may take a number of impressions and clicks to your website to convert that ad generated visitor.

Why Would Companies Pay Such Exorbitant Sums for Exposure?

If your ad costs you $40 per click and it takes you 100 visitors to get one lead, you would pay $4000 for one lead. However, you worked your ppc campaign well and paid only $5 per 100, you’d pay $500 for that lead. I’ve heard clients say that’s not a bad price for a good lead. Most advertisers run their campaigns on volume, such as a lead generation company who pick and choose their keywords and bid prices. Out of that huge volume, they believe they will find a gem. So it’s fishing with a big net.

Do you think Merrily Hackett, Ami Pardee, or Jade Mills and other top realtors would balk at paying $400?

Advertisers pay because the campaign is working somewhat.  Could you keep paying $80 per click if it wasn’t?

This chart below is courtesy of Larry Kim @larrykim and his company @Wordstream. Larry is pretty much the face of PPC advertising –  PPC’s Big Kahuna. Wordstream is a SaaS software service that helps PPC advertisers setup, manage and optimize their advertising campaigns. This type of software is very enticing and ever so useful because it helps you see your campaigns are faring in comparison with similar campaigns from other companies. There are plenty of other helpful features too and Wordstream is always being improved. Larry Kim is active on social media and I’m sure you’re either following him already or have seen him online. Here he offers his PPC hacks.

Here’s Wordstream’s selection of the highest priced ppc keyword phrases including Loans, Insurance, Mortgage.

where-does-google-make-its-money-updated

I actually do like PPC advertising. Not only do you get access to very good customers and clients, you get feedback and measurable data related to how your website is converting visitors to customers. You discover what makes them tick. Your company should be doing a PPC campaign to get vital info on what customers like and don’t like.  In fact, if you’re not an advertiser, Google may not give you much info on keyword conversions. You’ll be left in the dark, which is what Google likes. PPC also provides free exposure to customers who see your ad but don’t click. That’s free brand awareness.

I’m a provider of SEO, high rankings, content development, social media engagement, and I help you build your significant, personalized unique value proposition. Increasingly, we’re seeing that these elements are vital to PPC campaigns. Good SEO/Content assist with PPC conversion because consumers don’t purchase right away. They may come back later while searching and shopping.  Consumers are more jaded, difficult to reach and impress, have more choice today, and are not loyal to brands. They expect that the best product or service will always be available to them and they’re not necessarily going to pay more for the best, unless your content convinces them.

Here’s a more current list of very high priced keyword phrases. If you’re spending this kind of money, you should be contacting me about pursuing a free organic SEO and content development strategy. PPC + SEO + Social Media is how the pros do it today.  They’re a potent mix together.

Have a good look at this lengthy list of phrases and their prices. These are just the suggested bids, not the highest prices paid. As Larry Kim mentions in his video, PPC prices are affected by a number of factors including Ad quality score. If your ads and landing pages are poor quality, Google will require you to pay more.  As you can see, car insurance keyword phrases are tops and there are lot of consumers looking for auto insurance quotes.

Keyword Phrase Avg. Monthly Search Volume US (exact match only) Suggested Price per Click
performance car insurance 50 $74.07
company car insurance 140 $72.63
young drivers car insurance 30 $59.38
insurance car quote 480 $57.57
auto insurance 165000 $56.99
automobile insurance quotes 880 $56.40
affordable insurance 12100 $55.74
business loans 27100 $55.29
auto insurance quotes online 3600 $54.41
best car insurance 12100 $54.20
get a car insurance quote 320 $53.52
quick car insurance quote 320 $53.50
get auto insurance quote 1000 $53.34
insurance quotes for car 720 $53.02
car insurance quotes online 5400 $52.42
online car insurance quotes 1900 $52.03
auto insurance quotes 74000 $51.53
best auto insurance 9900 $51.40
online auto insurance quotes 1300 $51.30
business insurance quote 2400 $51.00
quote for car insurance 880 $50.50
which car insurance 50 $50.30
car insurance online quote 480 $50.21
best car insurance quotes 260 $49.01
insurance quotes car 2900 $48.70
insurance quotes auto 1900 $48.43
buy car insurance online 880 $47.75
car insurance 246000 $47.66
car insurance quotes 135000 $47.60
best car insurance companies 3600 $46.44
instant car insurance quote 320 $46.44
homeowners insurance quotes 9900 $46.38
auto home insurance 480 $46.37
auto quotes 3600 $46.26
auto and home insurance quotes 480 $45.94
best car insurance rates 1300 $45.72
car insurance companies 40500 $45.44
car insurance policy 590 $45.19
free car insurance quotes 3600 $44.52
auto insurance companies 33100 $44.25
auto insurance estimate 880 $44.24
car insurance chicago 320 $44.19
new car insurance 590 $44.05
quotes on car insurance 590 $43.71
free auto insurance quotes 1900 $43.64
get car insurance quotes 880 $43.56
insurance cover 110 $43.50
affordable car insurance 8100 $43.30
car and home insurance 590 $43.18
best auto insurance companies 2400 $42.65
vehicle insurance online 40 $42.60
home and auto insurance 2400 $42.55
quote car insurance 480 $41.52
comprehensive auto insurance 1300 $41.46
compare car insurance 4400 $41.41
lowest car insurance rates 590 $41.30
compare car insurance quotes 3600 $40.70
full coverage car insurance 2900 $40.70
business insurance 18100 $40.68
unsecured business loans 1600 $40.54
car insurance coverage 480 $40.52
full coverage auto insurance 2400 $40.39
auto insurance rates 1300 $40.35
buy auto insurance online 590 $40.30
auto insurance online 1900 $40.16
monthly car insurance 390 $39.98
car insurance groups 110 $39.79
car insurance online 1600 $39.72
car insurance quotes comparison 3600 $39.55
home insurance quotes 14800 $39.52
homeowners insurance 74000 $39.42
vehicle insurance quotes 1000 $39.31
auto and home insurance 1300 $39.12
online car insurance 2900 $39.05
compare auto insurance quotes 2900 $39.00
getting car insurance 1000 $38.85
life insurance quotes 33100 $38.64
car insurance rates 4400 $38.39
best auto insurance rates 1000 $38.37
insurance car 4400 $38.36
home refinance 4400 $38.04
motorcycle insurance 27100 $37.53
multi car insurance 210 $37.29
compare auto insurance 5400 $36.99
car insurance comparison 5400 $36.73
find car insurance 390 $36.44
car quotes 6600 $36.31
home and auto insurance quotes 590 $36.14
car insurance boston 110 $35.98
vehicle insurance companies 390 $35.78
home and car insurance 480 $35.77
auto insurance new york 110 $35.63
auto insurance comparison 5400 $35.16
auto home insurance quotes 170 $34.99
affordable auto insurance 4400 $34.85
insurance auto 1900 $34.66
motorcycle insurance quote 8100 $34.38
car insurance agencies 880 $33.75
comprehensive car insurance 1600 $33.64
low car insurance 2900 $33.55
top auto insurance companies 1900 $33.53
student loans 246000 $33.43
home insurance 40500 $33.42
vehicle insurance 2400 $33.39
term life insurance 33100 $33.09
car insurance estimator 5400 $33.09
list of car insurance companies 2400 $33.07
insurance for car 1600 $33.03
motor insurance quotes 480 $32.83
debt consolidation 60500 $32.66
insurance carrier 1900 $32.39
auto car insurance 590 $32.37
insurance quotes 110000 $31.97
car insurance cost 1600 $31.93
online auto insurance 2400 $31.85
car insurance calculator 8100 $31.73
car insurance prices 1900 $31.31
boat insurance 9900 $31.26
refinance mortgage 18100 $31.21
insurance rates 1900 $31.18
car insurance for young drivers 260 $31.07
car insurance compare 1300 $30.98
house insurance quote 1300 $30.92
insurance quotes online 3600 $30.77
instant car insurance 480 $30.52
cheap auto insurance companies 1900 $30.46
low cost auto insurance 2900 $30.38
mortgage refinance 6600 $30.26
cheap motor insurance 50 $30.22
cheap auto insurance 74000 $30.19
refinance 27100 $30.19
cheap car insurance companies 1900 $30.04
auto insurance agency 1000 $29.93
cheap car insurance for young drivers 590 $29.86
compare car insurance rates 1600 $29.70
insurance premium 6600 $29.66
cheap car insurance quotes online 170 $29.62
car insurers 110 $29.59
commercial insurance 12100 $29.50
life insurance 135000 $29.29
property insurance 3600 $29.14
cheap car insurance 135000 $29.06
car auto insurance 390 $28.89
commercial vehicle insurance 1300 $28.54
refinance home loan 2900 $28.29
low cost car insurance 1600 $28.22
cheap car insurance quotes 5400 $28.12
workers compensation insurance 12100 $28.06
auto insurance policy 320 $27.82
cheap car insurance rates 140 $27.45
discount auto insurance 1300 $27.31
modified car insurance 110 $27.20
car insurance for new drivers 390 $27.05
average car insurance rates 1300 $26.96
cheap auto insurance quotes 2400 $26.93
how much is car insurance 5400 $26.83
online insurance quotes 4400 $26.75
term insurance 2900 $26.74
find cheap car insurance 390 $26.72
van insurance 480 $26.68
debt consolidation loan 49500 $25.86
compare insurance quotes 3600 $25.72
car insurance for teens 1900 $25.17
refinancing home 2900 $25.08
quick insurance quote 480 $25.03
house insurance 8100 $24.95
car insurance cheap 1600 $24.57
the insurance company 480 $24.28
the cheapest car insurance 720 $24.17
home insurance companies 5400 $23.96
co insurance 5400 $23.93
online insurance 2900 $23.73
motor insurance 320 $23.45
car insurance brokers 880 $23.43
marine insurance 1000 $23.30
cheap online car insurance 880 $23.29
car insurance los angeles 260 $23.27
condo insurance 3600 $23.27
insurance companies 90500 $22.98
free insurance quotes 4400 $22.94
sell my house 3600 $22.93
home mortgage loans 1900 $22.64
cheap insurance quotes 5400 $22.49
cheap home insurance 3600 $22.36
home loan 33100 $22.35
home equity loan 60500 $22.31
home equity line of credit 33100 $22.07
very cheap car insurance 880 $22.00
cheap insurance 49500 $21.86
rv insurance 6600 $21.58
antique car insurance 1300 $21.30
insurance online 1000 $21.26
high risk auto insurance 1300 $21.24
compare insurance 1300 $21.17
consolidation loans 18100 $21.12
insurance policies 880 $20.80
auto insurance ratings 880 $20.74
heloc 22200 $20.70
cheap motorcycle insurance 6600 $20.69
insurance compare 480 $20.57
motor vehicle insurance 170 $20.42
drive insurance 3600 $20.42
cheap auto insurance online 390 $20.19
cheap house insurance 720 $19.81
no closing cost refinance 1900 $19.77
debt consolidation loans for bad credit 2400 $19.71
insurance comparison 2400 $19.70
insurance coverage 1600 $19.68
commercial auto insurance 4400 $19.60
insurance 301000 $19.57
home mortgage lenders 590 $19.50
cheap car insurance online 1000 $19.48
home refinance rates 3600 $19.43
mortgage loan 14800 $19.30
comprehensive insurance 9900 $19.28
insurance agent 9900 $19.25
liability insurance 18100 $19.23
liability car insurance 2900 $19.16
loan consolidation 9900 $18.98
cash out refinance 9900 $18.86
insurance policy 2900 $18.84
insurance broker 9900 $18.64
cars with free insurance 10 $18.58
mortgage application 1600 $18.46
collision insurance 4400 $18.44
third party car insurance 140 $18.40
get insured 1000 $18.38
renters insurance quotes 5400 $18.35
refinance mortgage rates 12100 $18.04
commercial loans 3600 $18.00
mortgage lenders 12100 $17.89
life insurance policy 12100 $17.78
getting a mortgage 1300 $17.75
insurance agency 6600 $17.74
home equity line 1000 $17.71
car insurance ratings 590 $17.61
insurance providers 1000 $17.57
mortgage finder 480 $17.44
classic car insurance 8100 $17.22
home equity 5400 $17.14
home mortgage 5400 $16.97
mortgage broker 14800 $16.95
refinance rates 33100 $16.93
best home loans 1000 $16.88
budget car insurance 390 $16.71
find a mortgage 210 $16.29
car insurance group 40 $16.16
online insurance companies 390 $16.06
short term car insurance 880 $15.80
mortgage 90500 $15.79
selling your house 1300 $15.69
temporary car insurance 1900 $15.58
insurance groups 720 $15.57
sr22 insurance 14800 $15.22
mortgage companies 12100 $14.74
rental insurance 12100 $14.69
fha refinance 2400 $14.68
mortgage finance 880 $14.64
collector car insurance 1900 $14.62
mortgage quote 880 $14.31
homeowner 5400 $14.24
direct car insurance 2900 $14.21
renters insurance 135000 $14.09
home finance 1900 $13.98
critical illness insurance 2400 $13.57
remortgage 590 $13.55
insurer 2400 $13.55
military loans 8100 $13.38
which mortgage 40 $13.19
commercial car insurance 720 $12.97
home improvement loans 22200 $12.90
2nd mortgage 2900 $12.77
loan mortgage 320 $12.59
mobile home insurance 5400 $12.48
lawyers los angeles 210 $12.24
product liability insurance 2900 $12.23
debt loans 720 $12.13
bad debt loans 110 $11.97
line of credit 14800 $11.94
bike insurance 1300 $11.81
second mortgage 5400 $11.59
mortgage approval 1000 $11.59
selling a house 1900 $11.46
free car insurance 390 $11.42
insurance claim 3600 $11.41
state auto insurance 6600 $11.37
best mortgage lenders 6600 $11.36
housing loan 5400 $11.13
fha home loans 9900 $10.97
cheap mortgages 260 $10.92
mortgage comparison 880 $10.81
second home mortgage 1000 $10.74
home equity loan rates 22200 $10.63
best mortgage rates 9900 $10.50
mortgage deals 170 $10.37
short term insurance 1600 $10.28
personal insurance 1600 $10.20
car insurance for women 70 $9.87
equity loan 5400 $9.80
mortgage loan rates 2900 $9.79
conventional mortgage 2400 $9.78
best mortgage deals 170 $9.66
federal loan 18100 $9.63
insurance company ratings 4400 $9.61
find a realtor 1600 $9.60

 

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Call me now to get help with your real estate marketing project — 2017 is almost here!

19 Year Digital Marketer helping small business and major brands achieve astonishing web site traffic. SEO book author, content strategist for 4 digital marketing and branding agencies. 100+ happy clients in Boston, New York, Los Angeles, San Diego, Toronto, Montreal, Calgary, Vancouver, San Francisco, Chicago, Miami, Houston, Denver, Phoenix, and London UK.

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