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Google Ads for [Real Estate Agents] Step by Step Tutorial [Part 3 of 3]

Published on: December 6 2022 by Jaime Resendiz

Google Ads for [Real Estate Agents] Step by Step Tutorial [Part 3 of 3]

The above is a brief introduction to Google Ads for [Real Estate Agents] Step by Step Tutorial [Part 3 of 3].

Let's move on to the first section of Google Ads for [Real Estate Agents] Step by Step Tutorial [Part 3 of 3]!

Google Ads for [Real Estate Agents] Step by Step Tutorial [Part 3 of 3]

haiya time movement echo real estate
advisors we are on video 3 of this
AdWords mini-series so if you miss video
2 and video 1 I highly encourage you to
go and watch those to set the foundation
and set you up for success when it comes
to Google ads this third video that I've
been promising from the very beginning
from the first in the second video will
go into actually creating an ad we've
already built the foundation we toked
strategy in the first video we toked
resources and preparing in the second
video but now we are ready to go again
this is a very abbreviated series so in
these three videos I couldn't possibly
show you anything in there anything huh
I couldn't show you everything I can't
show you something I can't show you
everything when it comes to Google Apps
because there's just so much to cover
the AdWords course will come out in
December of this year so be on the
lookout for that but this series will
give you a good starting point and will
actually provide enough information for
you to create a working ad that will
produce bleeds for you as a real estate
agent so be excited about that before we
dive in I humbly do want to ask if you
like what you're seeing if you are
finding value hit that like button
comment on the comment in the section
below share with any real estate agent
or sales professional or entrepreneur
that could benefit from this type of
advertising and also subscribe ring the
bell because there's a lot more videos
to come out right now on average we're
looking at five on average we've been
doing five videos per week I have
promised to videos every single week but
we've just been really intentional with
growing our channel and that's what
that's what we're after so again please
hit that subscribe button hit that
patient Bell so you know every time our
videos job that is that is enough self
promo let's dig in this is your home
page this is the home page that you're
gonna get to as soon as you log in if
you don't have an account create one
it's there free to create the only thing
that you pay for is the actual
advertising on this account so I'm not
gonna go into detail on how to actually
get here just gonna have full faith in
you that you know how to sign up
googling and google it and get to this
point so we are just going to begin all
right we're gonna go and launch a new
campaign let's go down here new campaign
you're gonna have some options we're
gonna go into them very briefly the
search option is what you're
traditionally used to where there's four
ads at the top and then there's three
ads at the bottom in that first page so
it's you're considerate your Facebook
newsfeed for those of you that are
familiar with Facebook and have been
running ads think of it as your newsfeed
it's in that search in that primary
search your display is off to the right
where you'll see two to three ads with
with certain messages not all searches
will have a display ad just depending on
the competitiveness and how many people
are actually or how many companies are
actually advertising on the display side
shopping is not too relevant for those
real estate agents up for you real
estate agents out there if you have a
Shopify store if you have an Amazon
store if you have a prop a store all
together then yes the shopping banner
will do you much good but for our
purposes we're not gonna dive into that
and then the video is your YouTube video
so if you have a youtube video that
you're wanting to stand out and have it
be at the focal point at this at the in
front of as many people as possible when
they're searching that's where you would
go to advertise a universal app is more
for apps and then you have your smart I
don't necessarily
or have used this one too much so I
couldn't give you too many details than
full disclosure so we're not gonna mess
with it too much we're gonna go into
search which is primarily what most
companies use to advertise so you you
see it every day when your search and
you see the floor for ads at the top and
then the three ads at the bottom of the
search page so that's where we want to
you can split test and go to the display
historically this display at a little
bit cheaper or less or more inexpensive
or less inexpensive they're cheaper less
expensive we'll leave it at that
you have three options you can there
sales there's lease there's web traffic
there we're not we're not ever I don't
want to ever but we don't use this one
too much when it comes from real estate
agents the leads and the website traffic
is where you want to go for our purposes
we're gonna focus on lease because
that's gonna be encouraging action from
our in end audience so we're going to go
with leads as our as our goal and then
you're gonna see select the ways you'd
like to reach your goal whether that be
by website traffic by website visits by
phone calls by store visits by app
downloads we're gonna put website visits
you can split test it and go via phone
calls which is fine but we're gonna
optimize it for website visits we still
have the opportunity to put our phone
number which we will in the next screen
so know that just because you select
website does not mean that you're oh man
I'm only gonna show my my website I
don't want that what so rest assure you
we're gonna have an opportunity to put
our phone number so people can benefit
from it as well all right we spoke in
the other video about your landing page
software your funnel software or your
squeeze page however you want to label
it and the importance of using it so I'm
not gonna spend too much time with it
here just know that if you don't have
funnels is a great way to is a great
software to use leadpages I've used that
one in the past as well lead pops I've
used that one as well
bill draw what's the other one instapage
there's a lot there's a lot so click
funnels is the one that all my courses
are hosted on I swear up and down by
them and I can personally attest it's a
really good software that just
integrates so much parts of my business
so if you want that link the description
it's in the description below so there's
that plug for word click funnels if you
want to use it by all means if you have
a wordpress site or if you already have
your landing page software that's
working for you keep it
this isn't that's more of a side product
I know that it works but if you have
sometimes working for you already that
you've already set up your landing pages
by all means use it this is a video
about Adwords not a video about keep
saying Adwords this video about Google
not a video about click BIOS we're gonna
press continue so we went and got our
landing page our campaign name we are
gonna advertise in Arlington Arlington
Texas you can name your campaigns as by
city or by anything that you want
whatever it takes for you to know what
that account of what that ad does and to
keep you organized that's what you use I
typically just lead with cities and
leave it at that
if I'm very specific I will do seller ok
now you get the option you get the
option again do you want to do just the
search Network and the Display Network
for our purposes today we are going to
omit the Display Network I am more
interested in being in the newsfeed if
you will in the main search then off to
the side and the Display Network but
feel free to include both and/or split
tested all right and this is where
select where we want to target so
anybody in this geographical area that
is searching for the keywords that we're
gonna input in a few minutes will see
your ad so it's very very similar to
your Facebook advertising except here
instead of it being in the ad set you're
being called to use to point Google in
that direction of where you want your
ads to show up versus in that second
stage so they're similar and Google Ads
is similar to Facebook Ads in certain
respects and other respects they're a
little bit different if you just need to
know where to find the buttons that
you're looking for we're gonna keep
Arlington but know that you can in
Google Ads you can actually select by
counties in facebook ads you can't you
can select here by zip codes as well you
can select you can select by city states
countries and everything else so that's
one distinction that I wanted to call
out in Facebook ads you don't have the
ability to select it by county but here
you can so if there's something that if
you would much rather advertise yourself
as the county expert and if it makes
sense for you to do that if you're in
more of a rural area that doesn't have
as many people as per se here Arlington
there's 1.4 million within that reach
then if then you can go ahead and use
there isn't one point four million
people in Arlington is just the reach
all right so the languages we're gonna
keep it at English the budget we're
gonna spend five dollars a day you can
go up or you can go down based on the
keywords that we've searched five
dollars that's fair the keywords aren't
gonna daren't as expensive so again it
goes back to the strategy that we use we
are using the low-hanging fruit strategy
we didn't go for the volume strategy nor
did we go for the with a big player in
the space strategy
which would $5.00 a day would not even
touch a single click or impression so
with five dollars a day we have good
opportunities to have our ad to be shown
in front of the people that we want to
see them now one more key thing to to
realize with this this is an average so
the way that Google is gonna work is
they're gonna times your five dollars
times 30 and that's gonna come out to
150 dollars so what Google is gonna do
is alright I have a hundred and fifty
dollars to play with and I'm gonna
adjust that my algorithm is so fancy but
I'm gonna adjust some days you're gonna
spend three dollars
some days you're gonna spend twenty
dollars and it's just gonna be
fluctuating but at the end of the day at
the end of the thirty I should say the
other day at the end of the 30 days
you're gonna have spent a hundred and
fifty dollars so what I'm saying is
that's what your average is gonna be
don't be alarmed as soon as you Plitt
click Submit when the next day you've
already spent twelve dollars you're
gonna you're gonna freak out you're
gonna call their agents and then you're
gonna be like what the heck I said five
dollars a day they'll this is an average
so that's okay you're gonna and you
would prefer that that your ads are
actually being seen in front of people
so don't be alarmed at the end of the
day yeah that first day may have been
twelve dollars but the next day would be
two dollars it's okay it's gonna
fluctuate just be okay with that
and then you can have the bidding you
can do conversion so you can do per
clicks we're gonna optimize for
conversions because that's the lead
that's where we led with the whole leads
as you saw there was the cells there
were leads and then there were two
website visits we were gonna select
conversions you can go for clicks but
conversions is more of what we're after
I'm more interested in people that are
highly likely to convert so that's what
we're gonna select and then down here
you get to see the start and end dates
I'm not gonna set an end date I I'm not
gonna send an end date here I want face
to do I'm sorry we're doing Google now I
want Google to do its thing for as long
as I dictate it I will put it into my
calendar that I need to look at this in
a week or in in a month personally since
I run so many ads I look at it every day
but for you if this is something that
you're just getting started with I
suggest looking at it every day for the
first week as you get your hang of it
but then space it out you don't have to
do it every single day just know that
it's there you don't want to be
surprised with that email that says hey
we discharged your account for $500 or
whatever your limits are that you input
so just be aware of that
be cognizant of it and come back and
visit your ads as as time permits for
you and be intentional with it then you
have your audience's this is pretty cool
we're not gonna go down this route today
but this is pretty cool you get to
target by demographics so this is
something that one is phenomenal and
then too this is something that Facebook
used to give you a full capability to do
the Facebook used to say which used to
call out who were renters by
demographics who were actually renters
and it would call out who were
homeowners by demographics who were
actually homeowners Facebook was able to
deliver that to you and then a few
months back they did away with that so a
lot of people have been adjusting trying
to figure out the correct audience the
correct mix to to run effective ads
Google is a little bit different because
you can get very very detailed and I get
really excited because check this out
you're gonna see who they are they be in
the people you get to target based off
the parental status okay
not a big deal because you can do that
on Facebook you see the new parents you
see parents that have a adult children
teenage children okay
big whoop marital status
summer on Facebook you can see the
engaged you can see the married you can
see the divorce cool education same
thing but then you go to home home
ownership status and that cool
that is I mean if you didn't just see a
I mean if your eyes didn't light up then
what are you doing
playmate should light up this is pretty
cool right so you can actually target
those folks that are actual homeowners
and repeat that these are actual
homeowners I'm a posture effect and I'm
gonna sit so my coffee
I think it's cool if you didn't think
it's cool by this point then I'm saying
okay so if that in if that didn't land
then it didn't land you go to the ideas
well let me go back where are we
I'll show you the other so so you get to
see it so you see the parent status you
see the marital status and you see the
education just so you see it and what's
super cool is when you go to the ideas
you get to see in market audience as
financial services insurance so
homeowners insurance auto insurance
insurance life insurance so these are
demographics of people do you have
mortgage health insurance you just have
just all of this information available
to you which is pretty cool pretty cool
pretty cool all right
now check this out now if you type in
real estate you you're gonna go here and
then you're gonna go to real estate
properties for sale and when you select
those two you're gonna go to ideas and
then you can target an audience houses
for sale residential properties you can
omit that you can omit that if you're
not on the commercial side you can go to
new houses and then set it cool so you
get to dictate your audience's and then
you can just X out of that and then you
put X out of that so you have your in
market audiences select audiences to add
to your campaign and you're gonna see
audiences are groups of people with
specific interest intent and
demographics as estimated by Google so
we saw the demographics we saw the
homeowner right and then here what we're
seeing there's specific interest there
are people you can show your ass to data
from your audience sources may be used
to improve the bidding and targeting of
your audience campaigns so that is super
cool you get to target based off of
interest and you get to target based off
of demographics if you if you were
running Facebook ads in the past that
you know the importance of targeting
those homeowners because you were able
to do that you were actually able to to
target those people that were likely to
move so that is that is pretty darn cool
for our purposes even though I just
showed you all that and got all excited
about it we're not gonna use it today
because I want to show you more of the
keywords that's that's what we prepared
for just know that this is available and
play around with that you can actually
layer this onto your keywords and it's
gonna work phenomenal but for the sake
of it I just want you to see the
functionality that is available you
this in in this platform if you're not
using Google Ads
so we'll move on and make sure I didn't
include any by accident okay all right
sitelink extensions we're gonna click
down and then sitelink extensions we're
gonna go to I've already selected a few
and then I just want to show you what it
looks like so sitelink extensions are
those if you if you these are very
common when you're shopping so if you
type in like indeed it Adidas shoes you
see the headlines you see the website
you're gonna see the description which
you see right here and then there's
actual hyperlinks as you can see
different opportunities so I consider
these different landmines for people to
click through and be interested in my ad
so maybe the headline didn't capture
them maybe the domain nobody looks at
their domain but maybe the domain didn't
attract them in the description wasn't
that great but by adding site links by
adding site links you made your ad let
me just instead of using my hands let's
just see yes nice buddy this right here
you made your ad that much bigger so
let's look at some other ads I'm
surprised Nike isn't advertising let's
see it's what you'll commonly see so you
see the main company and then you'll see
a rival company like Nike New Balance
advertising right below it okay well
this is what you're essentially doing
you're creating more real estate on your
ad so it's that much that much wider so
I don't know it's a Sara Lee no woman
all of my settings are here but if you
look at the ad it ends down here so even
if there was another ad which I wish
there was just so you see it there was
another ad it was start down here so
you're using more realistik
gives another opportunity maybe I wasn't
interested in the official website or I
mean it's a juice comedy this official
side adidas side they say buy more save
more adidas boost Footwear new arrivals
so it gives more opportunities more land
mines for people to trip over it's it's
a bad example but I just probably stop
saying that it's more opportunities for
people to click through so to create one
since I already have with this we'll
just create a new site link so you see
it the site the text is right here and
then you have the description you have
another description then you have the
final URL the final URL does not need to
be a different one it can and it should
but it does not need to be a different
URL than what you just input so if you
just have one landing page you can call
out different actions but still drive
onto the same URL for our purposes we're
gonna say hmm home value find your what
is your home worth question mark get
answer instantly then the final URL
we're gonna go to our cloud CMA if you
have that if you don't then you may have
a automated CMA generator or a CMA
generator all together or another
website that you can point onto but for
our purposes we're gonna leave it there
cycling - we are gonna put we're gonna
leave it and then well I already have I
already had one but that's okay for the
sake of our example that's how you
created alright and it so you can
preview it
you just got preview and then it'll show
all right now we're gonna go to call out
extensions I'll add them up the call-out
extensions are right here they don't
have them call out extensions are after
your description so you're gonna see
you're gonna see them at the bottom so
after your description so just I like to
keep them pretty vague but also but also
promoting action so top agent cheat
sheet cell evaluation or something that
has to do with real estate work I'm
trying to present as many opportunities
for people to be intrigued for people to
want to click on that and the more I
know I said I was gonna step away from
landmines but the more value the more
content the more the more I can provide
the more ethical bribes that I can
provide to my to my audience the higher
likelihood that they're gonna click
through and head over to my landing page
or just flat-out call me which would be
which would be great especially if they
don't click on it and they just actually
give my phone number and dial it so it
doesn't cost me money it happened to be
phenomenal because I'm not paying per
impression there's a way to do it to
where you do pay for impressions but I'm
not interested in that I'm interested in
cost per click that's the research that
we did because we're going after that
low-hanging fruit but we can also switch
it up and do cost per impression and
then it wouldn't necessarily matter if
they clicked on it or not it would be
more of the impression but that's not
how we set it up all right so to do a
call out extension you just go here and
then you would put your text and and
then you're off and running so I'm not
gonna I'm not going to spend our time
doing that so you you see how simple it
is you gonna call extensions then you
just add your phone number you just add
your phone number and there you go nope
that we spoke about
when we were selecting what we wanted to
do there was that opportunity to
maximize at her phone we chose to
maximize it per website or a URL which
was this URL to our landing page here
that's what we're optimizing for but my
phone number is here anyway right we're
not necessarily interested I mean yes I
am interested I would run in another
campaign specifically for the phone if I
wanted to but for our purposes I wanted
to show you the full the full scope of
it we aren't gonna we're not gonna go
too much into the added the added
options but look at all the other things
that you can optimize the other the
other way to just grow your ad and so
there's a lot of options here we're not
gonna go into it into this video again
and of course gonna have everything when
it comes to what each one of them does
what the benefit is what the downside is
but not this video we want to keep it as
brief but as impactful and meaningful
and just valuable to you so we're gonna
keep going alright now we get finally I
know that if you watch the previous
video which I suggest that you do our
second video we spoke at length to our
keyword search and you're gonna see how
it's gonna I know it was a lengthy video
and I appreciate you hanging with me on
it this is where it this is where it's
gonna pay off watch so I'm gonna put
keyword research and this is more for me
this isn't the naming convention that I
would use is just more for the video
that I'm shooting if I did not do that
prep work I could still get away with
just putting houses for sale or a stay
sell so I could type in the product or
service real estate agent and it would
produce some keywords the downside to
that it is providing you know related
searches the downside to that is I don't
know it's complete
competitiveness and I don't know the
cost right so we're going we're very
intentional we were very intentional
with our search and we're going with
that third strategy of the low-hanging
fruit so we know the competition we know
the average cost on the low end and not
on the high end and we know the search
volume here we only know the search
volume so I appreciate them having that
ready but for our purposes there's a
reason we spent so much time in the
other video toking about message and
keyword setup so we can just do this
copy and paste now the way that you
don't don't worry about commas don't
worry about that type of stuff it's just
per line now look down here if I can
scroll down you see the keyword broad
match that is what we're doing right now
so Google is gonna take these phrases
and it's gonna broadly match them it's
gonna look and see very as if it's close
enough it's gonna show your ad so if
somebody is on the other end of the
computer and typing in homes for sale in
Arlington Texas today for some reason or
best homes for sale in Texas Arlington
Texas it's something very close or even
a misspelled word if they just do oh no
let's not do that one I'm sorry let's do
that that it will show up right so it's
a broad match if you do the parentheses
or the quotes I'm sorry if you do these
it will only search it will only deliver
your ad if people search for that exact
key phrase so that phrase Matt it would
even if it would only it would deliver
it but if you typed in let's say for
example somebody else typed in
top or best or whatever anything prior
and after it would show up as long as
that phrase matched it would deliver the
I that's what phrase match means for our
purposes and what we're gonna do is we
are gonna do the exact match now I get
in trouble with this sometimes so I'll
go ahead and put the disclaimer out
there for you if you're new to ads I
would suggest you stiking with the
exact matches and be very tight with
your budget because it can very easily
derail and get away from you right so we
want to be I know in this channel we
tok a lot about free leads whether that
was Twitter where that was on Instagram
where that was on Craigslist Facebook
Facebook marketplace we toked a lot
about three leaves because ultimately a
free lead is a I'm gonna say the best
way but the best leave for me right so I
would much rather not have to pay for it
so I I do suggest that go ahead
you've done the work already you know
the relatively you know relatively the
volume what you can expect per click and
so you you know what to expect so I
would encourage you to go ahead and just
put an exact match if you're new if
you're a little bit more seasoned then
yeah go explore in the broad matches and
the reason I suggest when to do a broad
match at this stage when I'm sorry when
you are a little bit more seasoned is
because you're able to go back to the
report and see what's working with broad
match you're gonna see some words that
you're gonna want to exclude so again
we're not gonna get too much into the
keywords to exclude in this video but
you're gonna be able to analyze your
reports and see what's working what's
not working to where broad Matt gets you
to the end goal as well but it's gonna
cost you a little bit more and you're
able to make critikal analysis and
critikal changes that
will optimize your your leads or your
I'm sorry your ads at this point I would
suggest it's totally your call this is
why it's a disclaimer I would suggest
for you to go ahead and add the brackets
but it's a free country you can do as
you want for our purposes I'm just gonna
show you how to do the bracket you make
be a complete contrary end of what I
just said and that's okay I want to hear
about it in the comment section of why
I'm wrong but for our purposes I know
the value or I'm sorry I know how much
it's gonna cost I know the competition
and I know the key words I'm sorry the
search volume so I'm okay
with these ads only showing up as I as I
dictate so as as I specifically hate
only show this if this is a exact that
not if there's a word in front of it not
if there's a misspelling or anything I
want these ads I'm sorry these phrases
to be exact matches if you're gonna
deliver my ad and then you can add a new
ad group so if you want it to do that
split test if you have the budget then
you can add a new group and to do the
same thing you can just do what do we
call it
Arlington I'm just gonna put keyword and
then just put broad match if you have
the budget by all means use it and if
but just know that what the differences
are between broad match phrase match and
exact match you can also put negative
keywords so don't show my ad if there's
rent anywhere in this in their search or
for lease or anything else like that
that's we're not gonna get into that
here that's more of the report and
analysis but know that that you do have
that capability now we are finally to
the stage where we get to create the ad
we created colleagues we created
sitelinks now we're getting to the point
of inputting the headlines which you now
have the opportunity to do three and
then you put your domain and then you
have your description so all right final
URL where do you want them to go I want
them to go to my landing page right
there you're gonna see it's gonna take
it's only gonna keep your domain so if
you have another domain that you're
using and then redirecting great by all
means put it in there well we'll get it
to it here in a bit the headline what is
your home worth find out today actually
well we'll keep it for now sometimes
Google is a little finicky on how many
exclamation points or what characters
you can and can't use how many the
phrasing that you use can it certainly
can't be all capital letters and so
we'll just leave it and if it tells us
to adjust it we will later find out
today top Arlington agent and then in
the path which you'll see right here we
want to call out something a little bit
local so if you are advertising to a
specific neighborhood or if you're just
advertising to the city but want to call
out a specific neighborhood then make
that known in the path because it will
show it so I want to seem a bit more
local and I'm gonna put Arlington here
so it's gonna make that apparent the
more people see
all right this is my city there's much
they probably work this area you will
see bigger brokerages out there that
have no office anywhere close to the
city that they're advertising but
they're getting around it from a local
stamp owner that presenting a local feel
by adding a path to their to their ads
all right find out the value of your
home today
don't delay all right I'm not concerned
about the ad copy I want you to see the
functionality behind it and then the
description too is now the time to sell
question mark can the ad copy don't
don't don't bash me for it is just it's
awful but we're doing the best we can
i'ma cancel that so the reason it showed
up was because I put ad at the beginning
no nevermind it's warning a different
one so we'll do a different one real
maybe freezing up on me
we'll see if it's wanting to add another
yep there we go
so it's telling me the symbols are a
little bit off that I want to see those
all right let's see if we can get away
with not creating another ad consider
since we did another ad group let's see
if they'll let us that we thought we
change that
all right so there you you see the ad
groups you see the keywords and then you
see the ads that you that you submitted
so I did mistakenly I put copy and it
created an exact copy of it but know
that you can go back to the campaign and
delete it so you would go back here and
you see the ads the ad groups were
separated so this was the broad match
one all I'm gonna do is I'm just gonna
pause it if I wanted to I could delete
it as well but that is how you run a
Google ad it's not too difficult it's
just the functionality is a little bit
different but know that the targeting is
there and you saw it's even more drill
down so there's a lot of opportunities
in Google ads in the budget does not
need to get away from you it's just a
different way to run your ad what's very
important at this point is for you to
have a very good landing page so I'm
struggling that the water Barry you need
to have a landing page I'm gonna just go
go to and call it if you can create
something that does not have too much
noise another website
you're gonna convert a lot better having
a landing page is designed to grab
attention as quickly as possible
and have the client deliver their
information to you as quickly as
possible so those are the two objectives
that our landing page or squeeze page or
a funnel is designed to give you so
optimize that if you're seeing a lot of
clicks on your ads and not many
conversions or no conversions at all
know that the problem is probably your
landing page because people are going to
it and there's just either clicking out
or they're getting confused or the the
landing page is not compelling enough
and as we're going through the report
you'll be able to see the relevancy
you're gonna be able to see what you're
being charged per keyword and then you
start doing your adjustments the landing
page is very important because that is
it's your ad
is important as well but your landing
page is ultimately what's gonna sell
them if it goes to a a website that's
gonna confuse them then you're gonna see
a high bounce rate if the ad is not
compelling what essentially what how
you're gonna know is because nobody's
clicking on it they're not that's that's
that's as simple as I can put it
nobody's clicking on it that's what's
gonna tell you that your ad copy is not
is not up to par and you're gonna know
that because the impressions are gonna
be right here and you may have 20,000
impressions as an example in two clicks
well that's telling you that your ad is
showing but the ad copy what we created
which was what won't go into that but
what we created maybe it's not
compelling enough for people to click
through so that's that's an indicator
right there but anyway that is the
AdWords series if there's any questions
please feel free to reach out like
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