Real Estate PPC: A Complete Guide to Google Ads for Realtors

Google is undoubtedly the world’s most popular website. You can seldom find an individual who has never heard of this comprehensive search engine. But did you know that Google can also help you to market your real estate business without spending a fortune? 

Yes. You heard that right!

Welcome to the world of real estate PPC advertising and Google Adwords for real estate. PPC or Pay-Per-Click advertising is a cost-efficient method to simplify real estate marketing services. It lets you track your consumers’ online behavior and pitch your products and services at an opportune moment. 

Data shows that the conversion rate of real estate PPC ads is 4.40%, compared to a dismal 2.70% for all other industries combined. It proves that the real estate sector is among the best converting industries for PPC advertising. Real estate PPC also brings qualifications to enhance your profits. 

Read on to learn about how real estate PPC and Google ads for real estate can help you bring glory to your business and how to set up a campaign. It is wise to note that a real estate marketing company can be your best bet if you have never gone through the nitty-gritty of PPC for realtors. 

PPC Advertising – A Primer

• PPC in real estate refers to unique ads that internet users see when browsing search engines like Google or other websites. 
• The full form of PPC is Pay-Per-Click.
• Real estate brands often rely on PPC advertising to generate high-quality leads. Not only real estate brands but also agents, agencies, and investors prefer this method to reach customers. 
• Since businesses only pay money when users click on a PPC ad, they can optimize their ad spending while driving quality traffic to their website. 
• Google Adwords for real estate is a popular and impactful type of PPC advertising. Real estate brands use PPC advertising to display their properties to potential buyers prominently. It also helps them to connect with property developers and sellers, prompting them to advertise through their brand.   
• A real estate marketing company can help you optimize PPC ad campaigns for realtors. 

How Does Google Ads Work?

Google is the most used search engine in the world, with over 3.5 billion daily searches. This implies that you get 3.5 billion opportunities each day to increase the visibility of your real estate business. And to make the most of your opportunity, Google Ads is the best way out.

Simply put, Google Ads is a PPC advertising platform that helps advertisers display their advertisements on the SERP of Google. Utilizing this tool is one of the finest decisions you can make for stimulating the growth of your real estate business. Here’s how you can set up your account for Google Ads:

Step-1: Organize Your Google Ads Account

To set up your Google Ads account, break down your real estate into different categories. It’s recommended to mirror your official website’s structure while doing this step to get things done with ease. This will also help visitors find what they are looking for accurately. Doing this step keeps your advertisements relevant and specific, and as a result, your ads reach the right people.

Step-2: Set A Budget

Google Ads lets you take control of the amount you spend on the platform to advertise. In this step, you will be required to choose how much money you want to spend on the campaigns each day. For starters, spending an equal amount for the categories is recommended until you see which one is performed best. Then you can prioritize accordingly.

Step-3: Choose Keywords

For this step, it’s crucial to have an idea of what kind of keywords audiences are likely to use to find what they are in search of. Do your research and select the high volume and relevant keywords to increase the number of clicks on ads.

Step-4: Set Up Keyword Match Types

The ‘Keyword match type’ is a Google Ads setting that allows you to refine when your advertisements show up on Google. You get four options in this setting: Broad Match, Broad Match Modifier, Phrase Match, Exact Match, and Negative Match.

Step-5: Set Up Your Website’s Landing Pages

Once an audience clicks on an ad, they will arrive at your website’s landing page, which is your time to make a good impression on them. So, design your landing page depending on what you want to show your website’s visitors and also decide which devices you want your ads to show up on.

Step-6: Write Compelling Ads

As previously discussed, the advertisements will be the very first impression audiences will get from your real estate business. To get more people to click on your ads, use CTAs like “Shop now”, “Learn more”, etc.

How to Launch a New Real Estate PPC Campaign?

• You need a Google account to create and launch a real estate PPC campaign. 
• Use Google Adwords to create fascinating ad campaigns for your real estate business. 
• Turning off the display and search network for your ads is wise. This can help you to optimize your ad to be displayed on the main feed whenever users type the exact keywords.  
• Try to optimize your campaigns to let Google direct your ads to people willing to fill out forms. You can use the information in such forms to create a lead bank. 

Zip Code Based Campaigns

• PPC for realtors can also be used for specific zip codes. However, selecting a city or county is good if too few people live in the zip code.
• Framing a budget is crucial for designing a real estate PPC campaign. Typically, realtors spend between US$10 and $70 for each lead. The cost of acquiring leads is usually lesser in less popular markets. 
• The cost for each lead also depends on how well your landing page has been optimized.  

Using Extensions

• Google Adwords use an extension to improve the conversion rate of ads.
• Three types of extensions are the most common – site link, callout, and call.
• Use the site link extension to target market or zip code sub-markets. 
• Callout extensions are well suited for providing more information about the ad’s subject matter or your services.  
• The call extension allows customers to call you directly from the platform. Although this is very helpful, customers rarely call real estate agents using this method.  

Setting Up an Ad Group

• Ad groups categorize similar ads. 
• You can create ad groups according to zip codes and put multiple ads in that group. 
• Ensure to keep the headlines and descriptions different for each ad in an ad group. It will enable you to analyze the impact of every ad. 

Creating an Ad

• Creating the ad is the most challenging part of running PPC ad campaigns for real estate. 
• Ensure the final URL directs internet users to your landing page. Including a lead capture form to record the visitors’ details is wise. 
• Optimizing the landing page to users’ interests helps you to keep the bounce rate low.
• Include the primary keyword in the headline, encouraging users to believe they will get what they want on your website.  
• Include a helpful description that enhances the value of your headline. 

Adjust The Results

Endnote:

You can measure the efficiency of your real estate PPC campaign using various metrics like Click-Through Rate (CTR), Traffic to Lead Ratio (TLR), or Lead to Client Ratio (LCR). CTR evaluates the ratio between users that view the page versus those that click on the link. Generally, a CTR above 10% is considered good.The TLR analyzes the relation between the amount of traffic versus lead.The LCR measures the number of clients you get from the total leads generated. This metric can help you analyze your PPC ad campaign’s Return on Investment (ROI).Google Ads is an excellent platform to design, modify, and launch your PPC campaign and generate real estate online sales. The Google platform allows you to choose various advertising mediums, such as Placement, Targeting, etc. Research properly as to how you can utilize the power of PPC for business growth and work on making a solid strategy to improve conversion rates. You can also contact a professional or a team to take care of the PPC tactics for your company.