Let’s face it, a pay-per-click (PPC) ad campaign is no minuscule job. In fact, having the proper understanding of how to optimize PPC campaigns for real estate to enhance your marketing goals is essential.
In fact, SEO alone won’t get your real estate business on Google’s first page or above the threshold for that matter. The underlining result: Google will sometimes toy with their organic search results or layout, if your business isn’t a front-runner which can dramatically impact your number of leads. Learn how to optimize a PPC campaign for real estate by reading more details below.
How To Optimize PPC Campaigns For Real Estate
First let’s discuss potential challenges. Realtors understand that their market is an extremely local product. As a funnel, your marketing goals consists of people, in your area, who rent, not in a lease, and who want to move right now. Thus, your ads primarily target people that want to live in your area. This is when you must know how to optimize PPC campaigns for real estate to include factors like:
- relocating for a job
- nearby family
As a result, your real estate can optimize their keywords and generate more leads.
Homeowners Are Not Likely To Rent
To prevent losing money and irrelevant ads, it’s important to optimize your PPC campaign to exclude current homeowners.
In fact, renters that are locked in a lease creates a hit and miss for real estate and keyword optimization applies. However, it’s also imperative to optimize your real estate PPC campaign to shoppers that are eligible for an apartment or a home. Here’s how to optimize your PPC campaigns for real estate:
Learn Why Bidding On Brand Terms Is Important
What is bidding on brand terms? Bidding on brand terms is bidding on your own brand. Why would your real estate business resort to bidding on brand terms?
- It’s highly likely to keep your real estate high among the SERP’s
- Stay competitive with the competition
- Dictate what others see when they search for your brand
In fact, there has been at least 80 percent of sales through brand keywords. Remember, if competitors are buying your brand name, they will often times, appear above your searches. If customers are getting your warm leads, your real estate campaign is not optimizing correctly and losing money.
Try Geotargeting For PPC Optimization Success
As your account gains insight on their data, it’s best to adjust:
- target city (with the largest area location)
- include residents that are moving from one local city to another in the same state
Note: Optimize your PPC ad campaign by targeting your audience with nested bid adjustments to solidify your success!
Negative Keywords Are Your Best Friend
Negative keywords stop your keywords from showing up in irrelevant searches. In fact, this is a simple strategy that weeds out a significant number of duplicate or un-targeted keyword searches. By adding negative keywords, your real estate business can remove cities that will show up as irrelevant during your PPC ad campaign.
Eliminate Low Intent Searches
As Google becomes more liberal with their keyword matching, preventing a number of keywords has become a challenge. Your real estate campaign can save money by eliminating low intent searches that include:
- section 8
- Home Depot
- tiny homes
Removing these search terms can help your real estate niche save money and target an audience that has a better chance of leading to conversion.
Utilize The Google Ad Rank Formula With Ad Extensions
- location extensions
- sitelink extensions
- price extensions
- call extensions
The right keyword marketing mix won’t leave you tirelessly trying to find a strategy that works consistently for your real estate. You’ll discover why it’s necessary for your real estate to invest in PPC ads. When you’re trying to learn how to optimize a PPC ad campaign for real estate, it’s very important to test and do more testing for what’s working after you’ve done the proper optimization.
As PPC ad professionals, One Gallon Media Group has experience with optimizing your real estate keywords. You’re invited to contact us to request a quote for your real estate business marketing campaign!