PPC advertising for real estate is becoming more and more sophisticated. As your company enters the new year, it’s important to stay on top of the latest tactics. Working out new marketing strategies allows your real estate business to outrun the competition.
Whether you think your advertising campaign is perfect or needs a few changes, these tips can help you improve your approach.
- Paying Special Attention to Affinity
Identifying the target audience takes you halfway to conversion. This year, pay special attention to affinity by using the combined tools of Google Ads and Analytics. Affinity audiences are created by analyzing search queries and browsing activity rather than by demographics and other preset parameters.
You can start by observing how affinity audiences behave in your campaign and go further to target them when necessary.
- Use In-Market Audiences
By taking advantage of the in-market audience option, you are allowing Google to determine, which customers are low down in the purchase funnel. The audience’s browsing activities and search queries are analyzed to predict purchase intent. You can pick potential clients with high purchase intent signals.
For example, if a user is reading about buying a home and browsing “which questions to ask your real estate agent” articles, he or she is likely to be classified as someone with high purchase intent.
- Reaching Clients at Life Events
Reaching a client during one of the important life events could help you finalize a sale quicker. For example, a marriage or the birth of a baby could drive a client to buy a new house. Google Ads allows you to run an ad campaign based on life events.
Even though today, the number of life events you can choose from is limited, marriage is one of them. It’s currently available for YouTube and Gmail campaigns. Most likely, new events will be added in the future.
- Using one Responsive Search Ad Per Ad Group
Responsive Search Ads adapt the information you give them (headings and descriptions) to what the potential audience may want to see.
Since it takes some time for the program to learn what the audience needs, you may be frustrated with this option for your target groups. So leave this tool to work outside the core audience.
- Figure Out Target Cost Per Acquisition (CPA) or Return on Ad Spend (ROAS)
You can optimize your marketing campaign to scale to a specific CPA or ROAS. However, it doesn’t work until you establish both.
Set CPA and ROAS goals based on your margins, the lifetime value of a client, and marketing efforts required to take a client from the pre-awareness stage to a conversion.
- Testing Smart Bidding Strategies
Once you establish CPA and ROAS, test how the system uses them to push your campaign forward.
- Trying Microsoft Ads
Microsoft ads used to be less-than-perfect in the past. A lot has changed. Today, they have features Google Ads lack. Give them another chance this year.
- Strengthening Your Remarketing Efforts
Do you remarket everyone who visits your site equally? It’s time to start. Use Google Analytics data to strengthen your remarketing campaign and give it consistency. The program helps identify the remarketing potential of your clients.
- Using the Store Visits Metric
Your brick-and-mortar office could be holding valuable marketing information. That’s why Google Ads offers a Store Visits metric. It measures the impact of search ads on your office traffic.
- Restructuring Your Campaign
The new year is an excellent opportunity to review your PPC marketing campaign. If you want the software to do the majority of routine work for you, you need to structure the campaign perfectly.
Figure out if your PPC advertising for real estate efforts have been worth the time and money you put into the campaign and draw conclusions. Most likely, you’ll find something that needs restructuring.
PPC advertising for real estate comes with numerous nuances that need to be reviewed and refreshed regularly. While the above tactics don’t guarantee success, they can help you push the campaign in the right direction.
For more information about PPC advertising for your real estate business, please contact us today.