Does PPC work for the real estate business?
PPC has been observed to be one of the most rewarding methods of generating leads in the real estate business.
It is not an easy job to rely on third-party databases for leads in a real estate business. Using a PPC campaign is an easy method to get people directly to your website. In this article, we attempt to tell you what real estate PPC is all about, why agents should opt for real estate PPC, and how to get your PPC campaigns going.
What is Real Estate PPC
Pay-per-click (PPC) marketing has been observed to be one of the easiest methods of lead generation in the real estate industry. In the PPC model, you pay a fee every time an ad of yours is clicked on by a visitor. Essentially, PPC provides a method of buying visits to your website from those who are genuinely interested in your deals rather than waiting for a flow of organic leads.
PPC enables real estate advertisers to bid for placing their ad via a search engine sponsored link whenever a prospect searches for a keyword related to real estate business. As an example, if you have bid on the keyword “real estate in the countryside” your ad may show up at the top of the Google search results page whenever someone searches for this keyword. When the ad is click, the visitor reaches your website, and you decide how to present your product/services.
Why should real estate agents use real estate PPC
For a real estate agent, PPC advertising offers the advantage of reaching out and engaging with your target audience with the least effort and more effectively for better ROI. Some other reasons why you can use PPC are:
Generate Real Estate Leads
The most effective way to get real estate leads to your website is via PPC lead generation. PPC allows you to target prospects exactly when they are searching for a home to buy/sell. This helps to increase clicks and leads. PPC lead generation can, therefore, help you to:
- Attract visitors looking for the real estate portfolio you have on offer
- Achieve immediate traffic and keyword rankings
- Bid on different stages of the marketing funnel
- Control messaging you provide for each stage
- Tailor your messages according to what prospects search for
- Track your ROI
Target specific geographic areas and demographics
PPC allows location targeting and this means Google allows your ad to appear in any geographical area of preference to find customers for your real estate business. As it delivers your ads to people in a specific area, geo-targeting becomes an effective marketing strategy for building brand awareness.
Read our blogs “ADVERTISING OPTIONS FOR REAL ESTATE AGENTS”
The targeting metrics can be configure to specific countries/regions within countries/even a radius set around a specific location. The location groups may include tiered demographics, the location of your business, and places of interest. Geo-targeting has many benefits including:
- Leveraging consumer data
- Enhancing brand loyalty
- Optimizing ad spends
Control Over Your Real Estate Marketing Budget
PPC advertising allows for a cost-effective way to drive traffic to your real estate website regardless of the budget. You will need to pay the publisher only if your ad is clicked. Because the prices are set by bidding, the ad spend will likely be flexible.
Track Metrics of Real Estate PPC Campaigns
PPC advertising is hugely beneficial in that the results of your campaign can be tracked and measured. Essentially, you can leverage the tools in Google Ads and combine them with Google Analytics to track your ad performance such as the number of impressions, clicks, conversions, etc. You can gain more insights into your spending vs. the goals you achieve through the campaigns. You can use this information to improve your web design or adjust your overall marketing strategy.
Read our blog “Digital Marketing For Real Estate: Why Is It Important”.
Real Estate PPC Campaigns – How to Start
The suggestions below can help you kick-start your real estate PPC marketing campaign.
Step 1: Setting Up a Google Adwords Account
Your first step is setting up a Google Adwords Account.
Step 2: Choosing Your Target Audience
The second step is to choose your target audience based on demographics, desires, pain points, shopping habits, and the search terms they usually use.
Step 3: Choosing the real estate keywords and setting bids
The next is to create relevant keywords by using keyword tools after keyword research. This will help to leverage the words/phrases they will likely use when searching for homes. You can then place a bid in a PPC auction to secure a spot to place your ad at the top of the SERPs.
Step 4: Creating Ad Copy and Quality Pages for Customers Who Click Your Ads
In PPC advertising, presenting an attractive and appealing ad copy is important. Consider the details of your customer persona while creating this content. Use the tone and language that speaks to them. An ad copy will have a headline, display URL (with your brand name), description, and call to action (CTA).
After the ad copy, create good quality landing pages (relevant to the specific keywords) to attract searchers.
Read our Blog “Inbound marketing strategy for commercial real estate businesses”
Step 5: Tracking campaign performance and making adjustments
You can improve the results of those metrics that need improvement by making adjustments as required. The metrics that you can check include conversion rates, click-through rates, and overall profit margin. You can try new strategies as mentioned below if these methods are not working:
- Using new CTAs
- Writing different ad copies
- Implementing ad extensions
- Running A/B tests for improvements
Conclusion
Getting your website to become a lead magnet requires effort, time, skills, and experience. However, providing the right input will surely pay off.
How SayOne Digital can Help
At SayOne Digital, we strive to understand your audience’s buying behavior and skillfully segment them based on their intent. This will help you get the best returns from your paid marketing efforts.
FAQs
1. Does PPC work for real estate?
Pay-per-click (PPC) marketing is unquestionably one of the most fruitful ways to generate leads for the real estate industry. When using PPC advertising as your internet marketing strategy, you get charged each time one of your ads is clicked or viewed by a user.
2. What does PPC mean in real estate?
Real estate agents who use pay-per-click (PPC) marketing pay each time one of their ads is clicked. In essence, it’s a method of purchasing visitors to your website rather than making an effort to “win” those visitors naturally.
3. Do Google Ads work for real estate?
Due to its simplicity, Google AdWords is effective for real estate agents. You produce the content and the graphics for your advertisement, and you only get paid when someone clicks. This provides you the opportunity to experiment with various advertising, gauge their performance, and pay for what gets results. You have the freedom to constantly change your target audience and keywords.
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