real estate PPC advertising

Sell More Listings with Real Estate PPC Advertising

There are many ways to build brand awareness and generate high-quality leads online. But if you’re looking for a fast and effective way to reach more prospects and sell more listings, you should start creating a comprehensive real estate PPC advertising plan. Here’s how. 

Real estate agents have one of the most difficult jobs out there. They don’t only need to market themselves like any other companies; they also need to strengthen their relationships with homebuyers and sellers as quickly as possible.

You probably have lots of competitors around, too, regardless of your area. That’s why you need to figure out a way to differentiate your business from the competition. One way to do this is to craft a real estate PPC advertising strategy that captures prospects’ attention.

What is Real Estate PPC Advertising?

Pay-per-Click or Search Engine Marketing is a type of digital advertising where you need to pay a certain amount every time someone clicks your ad campaign. Google and other search engines will allow you to display ad campaigns based on what people are searching for. It can help you stand out, attract leads, and boost sales.

Why use PPC Campaigns for Real Estate?

The real estate market is a competitive industry – but very profitable. That’s why most real estate businesses, even smaller ones, rely on third-party databases to drive more traffic to their listings. We have a better solution for you, though: real estate PPC advertising.

Rather than your listing appearing or being lost among a sea of competitors, pay-per-click campaigns will bring potential clients directly to your website page. You will be able to showcase all of your listings to visitors without them being distracted by other homes for sale.

Proven Real Estate PPC Advertising Strategies

Reach your target market more efficiently and encourage them to purchase from you. Here are the proven PPC campaign strategies that you can use to achieve your marketing goals.

1. Use negative keywords

If you’re not familiar with negative keywords, they are search phrases that you can use to prevent your ads from appearing from unwanted search engines.

For instance, is you’re selling residential homes and don’t want to reach those who look for commercial properties, you can use “commercial properties” as a negative keyword. It will prevent your ad campaign from showing every time someone searches that term.

Here are more tips:

  • Create a separate negative keyword list for State, as well as State abbreviations. This is essential because not a lot of city names and community brand names are unique. Setting up a separate list for these phrases will allow you to remove the clicks driven by different city searches.
  • Remove low-intent searchers and prevent a wide variety of keyword matching by using negative keywords like “tiny homes’, “home depot”, “Zillow”, and “craigslist”.

2. Do geo-targeting

Geo-targeting is a Google AdWords’ feature that addresses the localization problem. It is also pay-per-click strategy that can be utilized to eliminate the appearance of your ad campaigns in irrelevant locations.

To make the most out of this feature, go to your Google Ads account, click the Locations Options, and leverage the recommended setting for both “Target” and “Exclude” options.

Choosing the recommended setting on the Target option will make your ads visible to buyers who are present in the locations you selected or those who have searched for real estate properties around those areas.

On the other hand, choosing the recommended setting on the Exclude option will make your ads visible to prospects who might want to move in your target locations, as well as those who want to relocate within the same city. However, you should revisit your geo-targeting once the ads go live and your Google Ads account generates data.

The next step is to set location bid adjustments. This will make your ads visible to more searchers who are closer to your listing’s geo-location. It will also allow you to reduce the bids as the quality of leads decreases and searchers move away, preventing you from getting dud clicks.

3. Utilize Google Ad extensions

Other than using negative keywords and doing geo-targeting, we also recommend you to take advantage of different Google Ads extensions as they can help gather leads in many ways.

Here are some of the ad extensions that you should use:

SiteLink Extensions.

This extension will take visitors specific pages on your site. When someone clicks on your link, they will be redirected to what they want to buy or know. Incorporating floorplan pages are ideal to leverage SiteLinks.

Location Extensions.

These types of extensions will allow you to provide visitors with your location’s street address, a clickable “Call” CTA button, an access to a details’ page, and the  distance of your location.

Call Extensions.

A call-only Google ad campaign will enable you to communicate with the potential lead directly. Just make sure that your call extension is aligned to your business hours to avoid missing deal opportunities.

Price Extensions.

They are a viable alternative for SiteLink extensions. They can help add more value to your Search Network text campaigns by providing you a larger showcase for your range of products or services. You can incorporate up to 8 price cards on your ad.

Bottom Line

Real estate has one of the longest sales cycles. You really need to have a consistent flow of leads that you can transform into clients.

If you want to achieve this flow, building a real estate PPC advertising strategy is the answer. The only challenge left for you to go through is to prevent irrelevant clicks. Make sure to learn more about the science of this advertising tactic to succeed in the long run.