What Is Real Estate PPC?
Pay-per-click (PPC) marketing is undoubtedly one of the most rewarding methods of lead generation in real estate. PPC advertising is an internet marketing model where you pay a fee every time one of your ads is clicked or viewed by a visitor. Essentially, PPC is a way of buying visits to your website rather than waiting to earn these visits organically.
In the real estate industry, PPC enables advertisers to bid for ad placement in a search engine's sponsored links each time a prospect searches for a keyword associated with real estate business. For example, if you bid on the keyword "Mixed used real estate," your ad might show up at the top spot on the Google results page every time someone searches for that keyword. Every time the ad is clicked, the visitor is taken to your website, where you have more control of how you present your brand and services.
This guide will cover how PPC ads can help agents generate leads, tips on how to set up ads, the costs and potential ROI involved, performance goals to consider, and when to bring a PPC management professional into the mix.
Why Real Estate Agents Should Utilize Real Estate PPC
As a real estate agent, PPC advertising allows you to reach and engage with your target audience effortlessly and effectively for a better ROI. Below are other reasons why you should use PPC for your real estate business:
Generate Real Estate Leads
In the current highly competitive real estate marketplace, you need to find quality leads to sustain and grow your business. The most effective way to generate real estate leads is to drive them to your website, which is where PPC lead generation delivers a stellar performance. Although other forms of advertising come with their own unique benefits, there is no guarantee the target audience you are advertising will have any interest in what you are offering. However, with PPC, you can target prospects at the exact moment they are searching for a home. PPC marketing puts you in the limelight, where you enjoy an impactful presence and an ability to drive online traffic to your website, thereby increasing clicks and leads. Ideally, PPC lead generation in real estate can help you to:
- Attract visitors who are looking for the real estate portfolio that you are offering
- Achieve immediate keyword rankings and traffic
- Bid on various stages of the marketing funnel
- Control the message for each stage
- See what prospects are searching for, and tailor your messaging to their needs
- Track your ROI
Target Specific Demographics and Geographic Areas
The location targeting abilities of PPC advertising enables you to focus on your local marketing and find the ideal customers for your real estate business. Specifically, Google Ads location targeting allows your ads to appear in the geographic locations of your preference. Since it delivers your ads to people in a specific area, geo-targeting is a very effective marketing strategy for building brand awareness in your local area.
With Google Ads, you can configure the targeting metrics according to countries, regions within countries, a radius around a set location, and location groups that may include tiered demographics, your business location, and places of interest. The benefits of geo-targeting include:
- Leveraging customer data: Using location-based marketing tools guarantees better utilization of consumer data. It will show you which segment of real estate is performing better at a specific location, so you refine your advertising accordingly and increase its relevance.
- Increasing brand loyalty: Enhanced targeting helps you align your website with user intent. Consumers love personalized content, and they will go to websites that cater to their needs. If your business speaks directly to consumers in the local area, you gain loyalty and fuel interest in your services.
- Optimizing your ad spend: Exceptional targeting reduces your wasted spend because you will reduce money spent on advertising to audiences in the wrong area, ultimately optimizing your budget for better ROI.
Control Over Your Real Estate Marketing Budget
PPC advertising in real estate provides a cost-effective way to drive traffic to your website regardless of your budget. As the name suggests, you will only pay the publisher if your ad is clicked. Additionally, because the prices are set by bidding, your ad spend will be flexible. Ideally, you can set your ad budget and bids conveniently by choosing what you are willing to spend.
Track Results and Leads of Real Estate PPC Campaigns
A huge benefit of PPC advertising run through Google Ads is that it is measurable and trackable. Essentially, you can leverage Google Ads tools in combination with Google Analytics to track the performance of your ads, including impressions, clicks, and conversions. The available statistics also reveal the kind of traffic and results a campaign drives for what your spending. In fact, you can send your PPC traffic to your dedicated landing pages and track the conversion using Google analytics to gain insights on your spending vs. the goals you achieve. Then, you can use that information to either update your ads, rethink your web design, or otherwise adjust your overall PPC marketing strategy.
Did You Know?
To boost your website’s visibility, use search engine optimization (SEO) in conjunction with PPC. The primary difference between PPC and SEO marketing strategies is that the SEO traffic is organic and free whereas traffic coming from PPC is purchased. However, both SEO and PPC are practical tools to use in your digital marketing campaign. You can combine the two tools to achieve consistent results and increase the authority and value of your real estate website.
How to Start Your Real Estate PPC Campaigns
Follow the below suggestions to kick off your real estate PPC marketing campaign:
Set Up a Google Adwords Account
Your first step is to create a Google Adwords Account. Google AdWords or Google Ads refers to a system for online advertising of products and services on Google. For you to advertise with this system, you need an online account and web link. Signing up and creating the Google Ads account with the system is free, simple, and painless. Create your account using this link here.
Choose Your Target Audience
Your next step is to choose your target audience based on their demographics, pain points, desires, shopping habits, and the search terms they are likely to use. In other words, you need to input the information about your ideal customer persona. Once you have figured out who you are targeting, you can move on to setting your keywords and price points
Choose Real Estate Keywords and Set Bids
A keyword in digital marketing is a word or group of words that an internet user uses to perform a search in a search engine. In PPC advertising, keywords are at the core of your strategy as they help determine where your ads should appear. To create relevant keywords, you must conduct keyword research to leverage your customer persona and brainstorm the words/phrases they will likely use when looking for homes. Write down as many relevant keywords as possible before refining the list and choosing a few upon which to focus. You can utilize keyword search tools, like Keywords Everywhere, to generate high search volume keywords (i.e., keywords that are searched often).
Your next step is to place a bid in a pay-per-click auction to help secure your ad’s placement at the top of the search engine results. Ideally, you will be bidding on the specific keywords that help you secure ad space for important terms relative to your real estate business.
Create Ad Copy and Quality Pages for Customers Who Click Your Ads
In PPC advertising, ad copy is the foundation of success. Once you have created a customer persona and narrowed down your keyword list, it is time to create a killer ad copy. Keep in mind the details of your customer persona when writing this content. Determine what could appeal to that person and the kind of tone and language that speaks to them. A successful piece of copy will have four components:
- Headline: The headline should be short, descriptive, and attention-grabbing.
- Display URL: Your URL display should include your brand name. Avoid a URL that is too long.
- Description: Ensure you highlight your unique selling point in the description. A good description explains why prospects should click on your link or choose your product offering over your competitor.
- Call to action (CTA): Use a relevant and powerful CTA to guide prospects to the action you want them to take.
Once your ad copy is written, take a look at your website. You’ll need to create quality landing pages to reel in searchers who click your ads. Your landing pages must be relevant to the specific keywords for which you are bidding.
Track Campaign Performance and Adjust Accordingly
Notably, there is no overnight success in PPC advertising. However, you can improve the results gradually by tracking critical metrics and making adjustments as necessary. Track metrics such as your ad’s click-through rate, conversion rates, and overall profit margin. If your ad is not producing the desired results, don't shy away from experimenting and trying new strategies, for example:
- Using a new CTA
- Writing different copy
- Implementing more ad extensions
- Running A/B tests to determine what’s working
How Much Does Real Estate PPC Advertising Cost?
The cost of real estate PPC advertising varies depending on the keywords you are trying to target. However, the average real estate PPC cost per click ranges between $0.50 to $4.00. For example, a real estate agent in Delaware will pay $60 ($3 per click) if 20 people clicked or viewed their adverts.
How to Set and Track Real Estate PPC Performance Goals
PPC tracking refers to the act of evaluating and improving the performance of your PPC marketing campaigns. Tracking your results is an effective way to make sure your PPC budget makes a difference to your bottom line. Keeping tabs on your ad’s performance can also help you identify areas to improve upon for better outcomes. Some of the key metrics to track include:
- Cost per click
- Cost per conversion
- Quality score
- Click-through rate
- Total costs vs. profit margins
Hiring a Real Estate PPC Professional
Getting your real estate website to rank as highly as possible takes a lot of hard work, time, skills, and experience. Besides, using sophisticated search engine marketing tools like Google AdWords or Bing Ads may not be possible without extensive training and practical experience. If you do not have the time, skills, resources, or experience to focus on marketing, hiring a PPC professional or a digital marketing agency to help you get started may be worth it.