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Google Ad management is a fantastic tool for real estate. One can use it to overcome multiple challenges and nuances, for marketing in the real estate vertical.
But there’s no denying that PPC ads aren’t exactly cheap! And to ensure safe & beneficial investment, you have to make sure your search meets a broad match.
This also includes the right Google Ad management techniques to get the required ad extensions to get the results you want.
How do Google ads work?
Google Ads are very similar to an auction. So it’s like different real estate agents bidding to get their ads to show on Google SERPs for specific search terms.
The amount you pay for the Google auction will vary based on a number of variables. The Quality Score and user experience for each Pay Per Click (CPC) for each ad are critical here.
Here are 8 steps you need to take to ace the same:
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Have the right keywords
Make sure you capitalize keywords based on lower-funnel searchers! There are many real estate aggregators who bid broadly on brand terms by name and brand + city/state keywords.
They are the ones who will take the top slot. As your customers click through, they are merely a click away from viewing all of your local competitors.
Tip: Reduce cost & boost leads by targeting people who are really interested in buying, selling or renting property.
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Use Ad Extensions
There are umpteen Google ads management extensions to drive traffic to your website. While there are 18 extensions, these 5 work the best for you:
Location Extension
It allows you to feature your street address in the adverts. It helps customers navigate their way to your office. It gives an air of authenticity, transparency, and trustworthiness.
Price Extensions
You can reserve your sitelinks for the standard ‘Contact Us’, ‘About Us’, etc. It is a visually appealing application of floor plans and gives the option to add eight price ‘cards.’
Sitelink Extension
Perfect spot for real estate agents/companies to link service offerings and additional information that customers may need.
With a simple click, one can go to floor plans, condos, studio apartments, or single-story homes.
Price Extension
A good price catches the eye of real estate buyers. One can provide pricing information right on the search engine results page (SERP).
Best way to filter out low-quality leads while increasing the flow of qualified leads.
Callout Extension
Get 25 additional characters to provide key information about your real estate business.
A great Google ad management tool to highlight specific strengths, benefits, and features that are impressive or useful.
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Consider using the brand name in a headline
If budget permits, consider including your real estate agency’s brand name in the headline. Ensure that you write at least three ads for each ad group in your Google Ads campaign. At least one ad should have the brand name.
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Understand your investment
There are great Google ad management features to keep budget on track and achieve your CTR, CPC, or CPA targets:
- Understand and fix your maximum amount of money you are willing to pay for each click (Max CPC).
- Enter on Google the maximum amount you are willing to pay for each conversion.
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What to exclude on Google ads?
Did you know you can prevent your ads from showing up in search results if people use certain phrases or words in addition to your target keywords?
They are called Negative Keywords. Removing them helps get your results
filtered and get lucrative leads.
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Are you including branded keywords?
The idea is to bid on other brands. Remember you should know about competitor status on Google.
What you can do is run ads for your competitor names. For example, your competitor is XYZ and you are ABC. Run an ad that says ‘ABC offers a home for 10% lower than XYZ.’
Conclusion
Apart from the above, remember that being #1 on Google is not important. Generating leads is.
As part of your Google ad management strategy, pay attention to Google’s new policy for housing-related ads.
These are critical strategies that will help you build your real estate business with more qualified leads and phone calls.
Remember that if you want to be found, you need amazing ad copy to get clicks, and engaging content to drive conversions. And the above fits your bill just right!
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