As a forward-thinking realtor, you’ve carefully considered which of the several pay per click marketing for real estate strategies available to you will be the most effective in selling your properties. One of those of course is pay-per-click (PPC) advertising using Google Ads.
ARE GOOGLE ADS EFFECTIVE—AND COST-EFFECTIVE?
So, you’ve heard or read a lot about Google Ads, but how much of it was true? For example, you might have heard that people don’t like PPC ads—that they regularly pass over them in favor of organic search results. You might think that advertising on the platform is prohibitively expensive—that even if these ads work, in other words, it will break the bank.
It’s important before you make a decision that you get the facts (and debunk the myths), so here are the driving metrics behind Google’s PPC ads as collected by Disruptive Advertising:
- Among consumers searching for products and services online, only 7% viewed PPC ads negatively (meaning of course that 93% did not hold such views)
- Website traffic from PPC ads has a conversion rate 50% higher than traffic from organic search results
- About half of consumers say they can’t tell the difference between organic search results and sponsored ads
- PPC ads are among the top 3 strategies to boost conversions
- On average, marketers generate $3 in revenue for every $1.60 they spend on PPC ads
BUT WHAT ABOUT PPC ADS FOR REAL ESTATE?
Those are some persuasive stats, but they don’t say anything specifically about pay per click marketing for real estate. Here’s the bottom line: PPC ads work as well (in some cases better than) PPC ads in other industries. For one thing, real estate is a super-local industry, and Google Ads has powerful local search and geo-location options. For another, demographics are more important in real estate than in practically any other business—and demographic targeting is the very heart of PPC advertising.
Does that mean SEO is not for realtors—of course not. But given the choice between SEO and PPC, PPC is the hands down winner in real estate. As Small Business points out for example:
“While search engine optimization (SEO) should always be the goal in producing real estate website content, keep in mind that only 10 real estate websites can be on the first page of Google’s free search results for any given keyword or phrase. The other real estate professionals should consider pay-per-click (PPC) marketing which falls under search engine marketing (SEM).”
STEP ONE: UNDERSTAND YOUR TARGET AUDIENCE
Let’s start out simple: you can’t effectively market your properties to prospective home buyers if you don’t know who they are—and where they live. For example, you wouldn’t want to push a $550,000 property in front of someone who’s annual income is $35,000—and you wouldn’t want to push ads for a home in town X to people who live in town Y, 150 miles away.
Said differently, you need effective targeting strategies to get your PPC ads in front of the right people. Two of the best demographics and geo-location.
STEP 2: OPTIMIZE YOUR PPC ADS WITH DEMOGRAPHICS AND GEO-LOCATION
Both geo-location and demographics are important to the success of your PPC advertising strategy. Let’s as a start look at each, and how it can help you succeed:
HOW TO LEVERAGE GEO-LOCATION
To begin, let’s define our terms: geo-location is a strategy that helps you identify prospective home buyers in a defined geographical area. That’s important because most home buyers have a clear sense of where they want to live. Among the most effective geo-location PPC strategies are the following:
- Choose your location parameters: Google Ads gives you several options. One of the best is to choose the radius location option, which lets you target home buyers within a given radius of the selected location.
- Use advanced location options: this will allow you to refine your parameters. You can for example select people who already live in a given location and/or those searching for homes in that location. You also have the option to exclude locations where your target buyers won’t be.
- Add location terms in your PPC ad copy: for example, you could create a PPC ad with the words “5 new homes for sale in (name of town or zip code).”
HOW TO LEVERAGE DEMOGRAPHICS
Optimizing your ads using demographics lets you put your ads in front of people who, based on factors like age, gender and income, are most likely to be interested in one or more of your listings. Some especially effective demographic strategies include the following:
- Start with robust data: you need to know what kinds of customers are most likely to purchase specific homes, and that means doing some research. For example, based on historical demographic data (like that archived in your CRM) you’ll know what income levels are required for homes of a given price.
- Create buyer personas: the data associated with your target audience isn’t monolithic. Said differently, there are multiple demographic characteristics associated with each home purchase. One of the best ways to strategically group demographic factors is by creating detailed buyer personas.
- Don’t forget exclusions: in addition to telling Google which consumers you want to include in your PPC ad, you can say which demographic characteristics you want to exclude. This will prevent putting urban homes in front of people who want to live in the country, or those who can’t afford a given property.
Leveraging the power of Google Ads is an effective strategy to boost your real estate sales, but it’s far from the only one. You can be equally effective using paid ad strategy on social media sites.
To learn more about the ways our Google Ads, Facebook, Instagram and LinkedIn services will help your real estate business achieve its top marketing objectives and grow, contact us today.