SEO Keyword, "Appraiser" or "Appraisal"

[Mike McCool]

"Appraisal" is searched for twice as much as "Appraiser" according to my yahoo PPC campaign.

 

[KenRossman]

The most common search terms - per my stats package for quickval.com

In the order of most frequent searches


pmi+insurance
certified+real+estate+appraiser
appraisal+report
certified+appraiser
real+estate+appraiser
estate+appraisal
cost+approach+appraisal
certified+appraisal
real+estate+appraiser
estate+appraiser
tax+grievance+appraisal
real+estate+appraisal+forms
cancel+pmi
house+appraisal
real+estate+appraisal+form
pmi+cancellation
home+appraisal
how+to+cancel+pmi
bail+bond+appraisal
appraisal+reports
home+appraisal+form
home+buyers+checklist
eliminate+pmi
uniform+residential+appraisal+report
home+appraisals
what+is+pmi+insurance
home+appraisal+checklist
appraisal+FAQ
narrative+appraisal
residential+appraisal+report

 

[Brian Cosenza]

Ken,

Do you get a lot of hits from the PMI keywords? I just started an Adwords campaign and have noticed that those terms generate a ton of impressions, but have resulted in a single click yet. It's only been a week but the ratio of searches to zero leads is surprising. I'm just wondering if you do actually get business from it or if it's more of an irrelevant search term as far as us appraisers go.

Thanks,
Brian

And to answer the question at hand, I've had slightly better results with "appraiser" but its' been pretty even. If you are considering any sort of pay-per-click campaign, make sure you are using very specific keywords and ad copy as well as negative keywords for Google...

 

[KenRossman]

It's hard to say how many turn into orders, since although I am the site owner, any inquiries go directly to the appraisers listed for the local market and I am only one appraiser out of hundreds on the site.

I do occasionally get PMI orders, but also could get them from other sites.

In addition to my All Area (quickval) site, I have several personal appraisal and/or review sites and am listed in lots of other directories. I also do a lot of pay per click advertising on major search engines.

I track how much business I get from each site, but never broke it down by niche use.

 

[Mike McCool]

For general words such as "appraiser" or "appraisal" you should geo-target your campaign to only the areas that you cover. In my area its well over $2.00 per click to be at the top for those two general words.

 

[KenRossman]

I put the areas I serve in my ad.

If you geo-code then you lose people located in other areas with property needing appraisals in your area.

 

[Brian Cosenza]

Or you could set up a campaign for both...

Very effective marketing, but it certainly can get costly. Like any other aspect of business, it's best to find a niche and go at it with all you have.