This article provides a high-level overview of the Google Ads service included in the Accelerate and Drive packages.

What are Google Ads?

Formerly known as AdWords, Google Ads are the paid results you will see at the top of a Google search results page (if you're not using an ad blocker). There can be between 1 and 3 ads. See below for an example, highlighted by the red circle. As you can see, Google clearly labels it as an ad by using the word "sponsored".

While the search results below those are there because Google has decided they provide the best response to your search query, those first 4 results are there because someone paid for them to be. Despite the fact they are clearly labelled as an ad, many people click on these ads.

When clicked, Google Ads send the user to the advertiser's website, and standard practice is for the advertiser to define an action they want the user to complete. This is called the conversion or action. Common conversion types include leads (filling in a form) or e-commerce purchases.

Related terms:

• Search ads - Advertisements shown in search engines. Google Ads are one type of search ads. Others include Bing ads and some types of YouTube ads.

• PPC - PPC stands for 'pay per click,' which is the model by which businesses pay for Google Ads as well other forms of online ads. With pay-per-click ads, a whole bunch of people can see the ad, but the advertiser doesn't pay until someone actually clicks on it.

Overview of Avenue's Google Ads Service

N.B. The Google Ads service is included in the Accelerate and Drive packages.

• You can choose one or both of a home buyer-focused campaign and a seller-focused campaign.

• For each campaign selected, you'll need a minimum budget of $150 per month. If you want to spend more on the campaign, you can.

• Buyer-focused campaigns will be targeted to users searching for a certain home type in a certain location (you let us know your preferred target locations). When a user clicks the ad, they will be taken to a predefined search page on your website. Depending on your lead capture settings, the user may be required to submit their information prior to viewing listing details. Learn more about lead capture settings here.

• Seller-focused campaigns will be targeted to users in a certain location (you let us know your preferred target locations) who are looking for information about selling a home. When a user clicks the ad, they will be taken to the Home Evaluation form on your website. If they fill in the form, that generates a lead! You will be notified of your new lead and it will be automatically added to Contacts, our internally developed CRM system.

• In addition to initially setting up the campaigns, we monitor and optimize their performance on an ongoing basis. The initial optimization period for the first 12 weeks is a key time where we will consistently working to find the sweet spot for your unique geographical location and business needs. After that period, your campaign will be optimized every 2 weeks thereafter to adapt to changing conditions.

Related terms:

• Impressions. The number of folks who have seen your ad.

• CTR - Click-through rate. The percentage of people who view the ad and then click on it to visit the website. The higher the better.

• Conversions. When a prospect submits a contact form after clicking on your ad.

• CPL - Cost Per Lead. The average cost of each generated lead.