PPC (Pay-Per-Click) advertising is a powerful tool for any business—those within the real estate industry are no exception. By leveraging PPC for real estate, your business can earn more profits and grow.
If you're a real estate professional or a marketer looking to take your team’s marketing efforts to the next level, then this article is for you. In this article, we are sharing how you can utilise PPC ads and generate PPC real estate leads.
What is PPC?
PPC is an online advertising model that marketers use. They have to pay each time a web user clicks on an ad. These PPC ads are usually visible right on the top of search engine results when scrolling through social media platforms like Facebook, Twitter, Instagram, or TikTok, and they are also seen on other websites.
PPC for real estate is more geared towards specific demographics and geographic locations since these can be potential buyers and renters.
Of course, targeting the right audience is just one aspect. A PPC campaign needs a compelling ad copy and a solid content strategy in place to engage with web users and convert them into clients.
Benefits of PPC for Real Estate Businesses
With that said, there are plenty of reasons why your real estate business should incorporate a PPC campaign into your digital marketing strategy. Aside from capturing potential leads, here are a couple more benefits you can enjoy.
Contributes to Business Goals
Much like all other marketing tools, the ultimate goal of PPC is to help grow a business. It contributes to reaching a business’s goals by driving more traffic to your real estate website and generating leads. In addition, PPC for real estate investors can help establish their brand and build trust with potential clients
Cost-Effective
PPC for real estate digital marketing is a cost-effective tool. This is because active PPC campaigns are used to promote specific properties or services and reach potential buyers or renters—all while sticking to a budget. In addition, marketers can always turn campaigns off.
Produce Fast Results
PPC can produce fast results. This is because it enables immediate visibility once a campaign is activated and effectively targets the right audience.
Easy To Control
The features of PPC also make it easy to control your real estate business. It provides flexible budgeting, real-time tracking and reporting, and targeted and customizable campaigns.
Target Ideal Customers
PPC for real estate business is used to help target potential clients. This is done by using keywords as well as geographic and demographic targeting options—all of which are offered by most PPC platforms or tools.
Barely Affected By Algorithm Changes
PPC campaigns are barely affected by any changes in the algorithm implemented by search engine platforms, like Google and Bing. This is because ads appear in a separate section from organic search results. Plus, active campaigns can always be adjusted in real-time.
Rank Even With Low Domain Rating
A google Google Pay Per Click real estate strategy can help grow your website, especially if it has a low domain rating. This is because PPC ads contribute to improving search engine rankings by driving traffic to landing pages for potential backlinks and generating quick results.
Works Well With Other Marketing Channels
Your PPC campaign can also work in conjunction with other marketing channels. This creates a more comprehensive digital marketing strategy that can help increase brand recognition, get better data-driven insights, and have more retargeting efforts.
Wealth of Data
PPC also gives you valuable marketing data like click-through rates, conversion rates, cost-per-click, and keyword performance. All these can help improve your overall marketing strategy.
Improve SEO Strategy
Google Ads real estate keywords, insights into ad copy, and optimised landing pages all contribute to improving your website’s search engine optimization (SEO) strategy. In addition, PPC ads can also help optimise website content and meta descriptions to get better results for organic search rankings, which will help generate more leads and sales.
6 Ways To Use PPC For Real Estate Business
The list of benefits above just shows that PPC is a powerful tool to help grow your real estate business. So to do just that, let us explore a couple of real estate PPC strategies that you can apply right now.
Bid on Brand Keywords to Get Leads
Bidding on brand keywords is a common strategy to capture more PPC real estate leads. This will help your brand appear at the top of search results, which will increase the chances of conversion even with minimal cost per click (CPC).
In addition, opting not to bid on brand keywords essentially gives your competitors the upper hand and enables them to steal all your potential leads.
Eliminate Irrelevant Locations Using Geo-Targeting
One of the great things about Google Ads is that it has a geo-targeting feature. This eliminates all irrelevant ad appearances and addresses the localization problem that you might encounter in PPC for real estate businesses.
The best way to maximise this is to go to Target and Exclude columns and select "People in, or who show interest in, your targeted locations." Also, set location bid adjustments to increase bids for search inquiries closer to the targeted location and decrease for those that go farther.
Prevent Unwanted Exposures
Preventing unwanted exposures basically means ensuring that your ads do not show up to irrelevant audiences and locations. To do this, you need to input all irrelevant keywords and keyphrases in the negative keyword list. This will specify the search phrases that you do not want your ads to show up on.
Aim for Best Ad Positions
An Ad Position just refers to the order in which your ad appears in the auction results compared to other brands who are bidding for the same keyword. All these are determined by Ad Rank, a metric used by Google in its ad auction system.
With that said, the ad positions that are considered to be the most profitable are 2.1, 3.5, and 4.6. While being at the top of the page is also good, it is considered the most expensive and only worth it if it is for your brand name. So make sure to tweak your bid until you reach the desired sweet spot.
Select the Best Keyword Match Type
PPC for real estate business is specific. That is why the best keyword match types that you should use are Phrase Match and Exact Match.
While your business can get more exposure with Broad Match, the traffic you will see is low-quality. On the other hand, Phrase Match contains the phrase in the same order. While Exact Match, as its name suggests, exactly matches the target phrase and also shows close variants.
Use Google Ads Extensions
A good Google Ads strategy for real estate can make your ads more relevant and clickable for web users.
With that said, Google Ads actually has 18 types of ad extensions available for you to use. However, for real estate, there are six extensions that you should use in your PPC strategy.
- Location Extension features the address of your place of business in the ads. Having a visible address makes your real estate company more trustworthy.
- Sitelink Extension provides a space to link your services and other helpful information that potential customers might need.
- Price Extension shows the first thing most people would like to know immediately: the price. Showing the pricing information of your listings already answers what potential customers ask without having to say it.
- Call Extension enables potential customers to reach out easily and directly instead of taking the longer route of reaching out via the website and waiting for a response.
- Callout Extension is an additional 25-character section that highlights your real estate business’s best features and benefits.
Final Thoughts
In conclusion, PPC for real estate digital marketing strategies is all about getting your virtual foot in the door whenever a web user searches for real estate listings online. This means being visible right off the bat and providing important information for your potential customers.
Moreover, using the right keywords, keyword match types, ad extensions, targeting, and budgeting strategies can make your real estate more relevant. This creates highly effective PPC campaigns that can deliver better ROIs down the line.
Ready to capture more potential customers with better PPC campaigns? Check out our PPC services now and get in touch with us to get started.
