Just like any other industry, real estate PPC also has its fair share of challenges. Failure to conquer these challenges could mean missing out on Ads’ effectiveness as well as many prospective customers. But, having the right real estate PPC strategy can help you generate a steady flow of potential leads regardless of the size of your business or marketing budget.
With that said, here are some of the proven real estate PPC strategies for better leads and a superior return on investment:
REAL ESTATE PPC STRATEGIES
The first step to creating a great real estate PPC campaign is to understand your market- From knowing the location you’re looking to target, the type of real estate you want to sell, and the type of clients you want to work with. Here’s how you can effectively achieve these:
1. Incorporate Brand Keywords
Regardless of your poor existing brand visibility, you can’t fail to include your brand’s name in your real estate keyword strategies. Well, this helps people who are looking for property to learn about your company and get interested in what you’re selling.
With your brand name appearing at the top of search results, people are more likely to check out your business’ website and convert to high leads. This will also allow you to get high-quality leads in an inexpensive way. That said, be sure to increase your bid on trademark keywords for your business to show up as the first on the search page any time people look up your trademark.
2. Exclude Irrelevant Locations
Geo-targeting is a feature that allows you to effectively tackle issues with localization and appearances in unwanted locations. There are various ways to achieve a highly targeted campaign with Ads Geo-targeting. One way to accomplish this is by making your ad to be visible only to prospects who are currently in the location you’re targeting.
You can as well set to include those living in other areas and are looking to relocate to your targeted areas. Perform bid adjustments relating to location to ensure that your ad appears to more people searching nearby your preferred geo-location.
3. Add Negative Keywords
Use of negative keywords is one of the best-known real estate PPC strategies for attaining better targeting. They do this by allowing you to exclude specific search phrases from your ad campaign. When you’re selling commercial properties, for example, you could add ‘homes’ to your list of negative keywords. This way, your ad won’t show up when people search for homes within your targeted area.
Similarly, negative keywords also play a huge role when it comes to geo-targeting. With negative keywords, you can improve geo-targeting by excluding unwanted locations.
4. Optimize your Ad Position
The position of the Ad is determined by Ad Rank, which is a metric that’s derived from five factors including, bid amount, Rank thresholds, Quality Score, someone’s search context, and the projected effect of the formats and extensions used.
Ad position one typically means your ad is the first on the page and it has a great CPC and CTR. Position 1 is specifically crucial for your brand name’s keyword. The most beneficial positions for ads for your PPC campaign, however, should be between 2.1 and 4.6. Always aim to bid within these positions to achieve the best CPC as well as the CTR.
5. Incorporate Relevant Keywords
When it comes to maximizing your returns on PPC campaigns, keywords are crucial. For that reason, you should pay much attention to the keyword selection phase.
Google Ads can help you get some of the relevant keywords for your business. This way, your ad can show up once a search term includes that keyword. This will also help your business reach potential clients much easily.
6. Use Ad Extensions
These are snippets of information that help increase the CTR, boost your ad’s visibility, and increase the overall return on investment. There are over 18 types of ad extensions. However, the most suitable extensions for your PPC campaign include location, sitelink, price, call, and callout. Ensure that you include at least one ad extension in every ad, if not all, to leverage the benefits for your real estate business.
Are you looking to maximize the conversions and your returns with real estate PPC strategies? Contact us today, and we’ll help your real estate make the most out of PPC campaigns.