Real estate investment can ensure a steady income, but it’s a highly competitive and dynamic market where your success depends on your ability to find potential home sellers early, i.e. when they’re motivated to sell and looking for home evaluations. While SEO is a great way to organically stay on top of the search page, it won’t get you results overnight. You need Google advertisements that target the exact search terms to your target audience. And if you’re skeptical about spending money on PPC, consider this: PPC ads receive around 65% of clicks from real estate investment keywords, while organic results get around 35%. Read on to learn how PPC marketing can help you outrank the competition and reach out to motivated sellers.
There’s plenty of information on the internet about the basics of setting up a Google Ads account, so we won’t dwell on it in detail. But here are the important steps to creating an ads account:
Now that the account is set up, the next step is to structure your campaign for success. Here are a few things to remember:
Include ad extensions as they are free and provide added information. Ad extension categories include call, location, site links, call-outs, snippets, and images.
When designing landing pages, make sure you focus on a single proposition. The landing page should reinforce the message of the ad but must be clear and concise. And most importantly, it must be mobile-friendly. Don’t forget to add a Contact Us form on the landing page. If possible, add testimonials from clients to add credibility to your page.
The headline and description must be within the allocated word count—30 characters for the headline and 90 characters for the description. You can enter up to 15 headlines, but a minimum of 3 is required. As for descriptions, you can enter up to 4 descriptions, but a minimum of 2 is required.
Make sure the headline is short and focuses on what’s there for the targeted audience. Use action words and highlight time factors, for example, get a quote in 24 hours, sell a house in 3 days, etc. Mention the location without fail.
When writing descriptions, include a call to action and benefits for the client, such as fast closing and no fees. Depending on the keyword, you can also include the seller’s pain points—for example, foreclosure, divorce, moving home, etc.
In the real estate investment business, keywords are always terms related to motivated sellers, i.e., we buy houses, cash home buyers, sell my house fast, etc., with the location name.
There are three match types to choose from: broad match, phrase match, and exact match. A broad match will be shown on searches not related to your keyword terms, phrase matches are shown on searches where the meaning of your keyword can be implied, and exact matches are shown on searches with the same meaning and intent as the keyword. We suggest starting with a broad match and slowly moving to an exact match as you narrow your campaign.
The next step is to fine-tune your market with intent keywords and competition. This includes defining your target customer and location, blocking negative keywords to prevent your ads from reaching the wrong audience, and organizing your keywords into different categories.
Bidding refers to the process of determining how much you are willing to pay for an ad. There are different bidding strategies. We have highlighted them below.
With the Cost Per Lead strategy, you can set a cost you are comfortable with for a lead. The only problem with CPA bidding is that it must restrict the number of leads you acquire, which may not work for new ad campaigns.
If your campaign is focused on driving website traffic, we suggest using the Maximize Clicks option. This option is also ideal for new advertisers.
Choose Target Impression Share to ensure your ad appears frequently in search results and is focused on brand awareness. However, it’s not suggested for advertisers with limited budgets.
Maximise Conversions is a simple strategy that focuses on conversions rather than clicks. It is easy to set up, saves time, and is ideal for people starting with Google Ads.
With Manual Bidding, you can set your max bid and adjust bids manually for individual keywords and ad groups. We suggest waiting until you are comfortable using Google Ads before using this strategy.
PPC marketing is an excellent tool for generating leads. But it must be done well and by experienced professionals. Contact us if you are looking for PPC experts to manage your Google Ads campaign.
