PPC marketing for home sellers is not always the obvious strategy but often the most useful one. Real estate companies are under constant stress to outrun the competition and snatch up home sellers while they are “hot”.
In the struggle to tweak the website and employ numerous strategies, most realtors overlook vital marketing tricks. Trying to get on the first pages of Google search with SEO is commendable but not always efficient. Eventually, most companies turn to PPC.
Let’s talk about top strategies to help you discover and convert home sellers using PPC marketing.
- Take Full Advantage of Geo-Targeting
Location, location, location.
As you are looking for home sellers, the location matters tremendously. Most likely, you need to work with clients in a specific area. That’s where AdWords’ geo-targeting options come in handy.
You can break down your targeting by showing ads in certain zip codes or go further to target by radius (a certain distance around a zip code) or use “bulk target” areas.
Another useful feature offered by PPC marketing is excluding locations. This is especially important for companies, whose clients have specific location demands.
Putting your ad in front of the target audience is vital. If your clients are looking for a dream home in San Diego, no matter how amazing a villa in Washington is, they won’t accept it. So remove Washington from your geo-targeting options when searching for home sellers.
- Pay Attention to Negative Keywords
A negative keyword can either waste or save your money. Showing ads to people, who don’t plan to convert, can dramatically increase your expenses. If used correctly, negative keywords could keep home sellers you don’t need from clicking your ad.
For example, if “house value” is your positive keyword phrase, you may face people, who search for:
- Doll house value
- Boat house value
- Cat house value
You don’t want these people clicking your ads and forcing you to waste money. You can refine them by listing negative keywords. This way you prevent your ads from displaying in front of a client with zero potential, who can lower your Click Thru Rates and reduce Quality Scores.
Another problem real estate companies face is identical city names in different states.
- House value in Springfield
Your ad will show up to home sellers in Springfield in over 20 states and half a dozen countries. Listing all countries and state abbreviations beside the one you need as negatives keywords could simplify finding the target audience.
In AdWords, you can take advantage of the Keyword Performance report to see how your keywords are doing. If you see that some of them aren’t generating the necessary traffic, you can remove them. Meanwhile, by using Keywords Details information, you can identify wrong phrases that trigger your ad to appear and put them on the negative keyword list.
- Spend Extra Time on Spying
Finding home sellers doesn’t just require a basic understanding of Google AdWords, you need to spend time on:
- Identifying needs, desires, and problems of your prospects
- Speaking their language
- Showing value and authority to built trust
You’ve probably done the majority of the above while using other marketing tricks. For a PPC marketing campaign, you have to go the extra mile to create an ad that works.
While you are searching for keywords, consider discovering which PPC tricks bring success to your competition.
Take advantage of such spying tools as SpyFu or SE Ranking to find out which keywords your competitors use for PPC ads, how their ads appear in paid search, how many clicks they receive and what their bids are in Google Ads.
PPC marketing for home sellers is a powerful tool to help real estate companies find their target audience and achieve conversions quickly. While it shouldn’t become the only component of your marketing campaign, it’s definitely close to the top of the “must-have” list. For more information about PPC marketing, please contact us today.