If you have invested in PPC campaigns for your Real Estate business, you already know that paid search or pay-per-click (PPC) advertising can yield significant returns on investment. PPC advertising is inarguably one of the most effective forms of digital marketing as you only pay for the clicks you get on your ads. The returns on PPC campaign investment are generally high compared to other forms of advertising. But getting your real estate ads on the top of search engine result pages (SERPs) and gaining better ROI from is tricky. Here are a few of the many tips and tricks to maximize your returns on PPC campaigns for real estate.
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Create Compelling Ad Copy
Your PPC advertisement copy is the first thing that your target audiences will see, and it is the first point-of-contact between you and your potential customers. The first impression itself has to be appealing, only then your audiences will click on the ads, and that will result in high ROI. Creating compelling PPC ads involves quite a few things. The first thing that matters is creating attention-grabbing headlines. Most people only scan the headline. So make sure it is compelling as well as descriptive. Try inserting the most popular keyword in the headline.
An example of using the keyword in the headline
Another way of making your ad copy compelling is by asking them a question related to their query. So for instance, if the target audience includes home-hunters, you can craft a headline something like “Looking for a dream house?” or “Do you want to buy this house?” Your audiences will be more compelled to click the ad and find a solution for their search.
The next thing that you need to focus on is the metadata or meta description for your ad. Just like the headline, the meta description helps your audience to understand your ad and the services you provide. The best way to create an appealing meta description is adding all the services you provide to the data. But make sure that the services you mention are related to the keywords you target and the purpose of your ad. For instance, if your ad is about ‘buying properties,’ don’t include home selling-related services in the metadata. However, you can include home buying, open house hosting, and of course, rental property buying services. If you don’t wish to include the services, an appealing line describing your real estate company can be equally good enough. You can also include various call-to-action buttons in your ad. These CTA’s can be anything from the service pages to booking a free consultation page on your website. Avoid the use of generic phrases like ‘Click Here’ and instead use phrases that convince the users to click the link.
Call-to-actions in a PPC ad
Also, avoid using any jargons that your audiences will find them difficult to understand. Keep the copy simple, clear, short, and precise. Don’t try to beat around the bush as this will only disinterest your audiences.
Make the Best Use of Keywords
Keywords are the essence of any PPC ad campaign and also play a vital role to maximize your returns on PPC campaigns for real estate. Relevant keywords are what makes your ad appears when people search for a query on search engines. Therefore, you must give much importance to the keyword selection step. In order to reach your potential customers, the content of your PPC ads needs to match the keywords people are using in their search queries. While creating your PPC ads, Google AdWords is the best tool to get a list of popular and most relevant keywords. Pick the most relevant keywords for your business. Keep in mind that broader and popular keywords tend to be more expensive because more searchers are using those terms for their search queries and more businesses are bidding to use them in their ads. Depending on your budget, select the most appropriate keywords.
Once you start your PPC campaign, you can monitor the performance of all the keywords. Sign in to your AdWords account, click the “Campaigns” tab at the top, and click the “Keywords” tab in the middle of the page. Click the bubble next to each keyword’s status to see more performance details. After reviewing your keyword performance report, you can see which keywords are the best performers that are paying you back and which keywords are not performing that well and hurting the performance of the entire campaign.
Look for the keywords that have a high number of clicks as they matter more than the number of impressions. An impression occurs when the user’s search query has at least one of your keywords, causing your PPC ads to appear. You can either discontinue using the low-performing keywords or make changes to the bidding strategy of these keywords.
Run Ads at the Right Time
Targeting the right audience is essential, but it doesn’t matter if the ad is shown to them at the wrong time. For instance, springs and summers are considered to be the best times to buy a house. Running ad campaigns about buying a new home during these seasons is a profitable idea. There are high chances that home-hunters in your region will click on your ad and you will get higher returns for your real estate campaign. Running home buying-related campaigns during other months of the year won’t be a total loss for you. It is just that you might get lesser clicks during other seasons such as during the winter. Therefore, depending on how your real estate business functions and the demands of your existing as well as potential clients, run relevant campaigns at the right time.
It also happens that some ad campaigns perform better during a certain time of day. Click on the “Dimensions” tab and select the ad campaign whose performance you want to monitor. Select the drop down box for “View” and then choose “Time” > “Hour of day” option. You will get a report that will provide you with performance metrics for this campaign as per every hour of the day. You will see that the volume of clicks and impressions are high during some hours of the day, while at some hours, the numbers are low. Now that you know the best and wrong time to run PPC ads, you can take the right decision for future campaigns. Google Adwords lets you bid up or down for any hour of the day or for any day of the week based on the data you found in the “Dimensions” tab.
Use Negative Keywords
Another way to maximize your returns on PPC campaigns for real estate is by using negative keywords. Negative keywords aren’t actually negative or bad. They aren’t harmful to your PPC campaign in any way. They just act like criteria that will prevent your ad from showing up to the wrong audience and irrelevant search queries. By creating a list of negative keywords and using them in your ad campaign, you can filter out any unwanted traffic. They help you to make sure that your ads appear only in front of those who are actually looking for your real estate services or the services you are promoting through the campaign. They also save your ad budget by preventing your ads getting triggered by irrelevant search queries. For instance, if your PPC campaign is only about home selling, you can mention keywords like ‘home buying,’ ‘buy a house,’ ‘home buying process,’ ‘home buying assistance,’ etc. as negative keywords.
By using negative keywords, you can also make sure that your ad appears to people in a specified location. Say your real estate business is located in Canada, but you operate only in Edmonton, Calgary, Red Deer, and a few other places. You can include other regions you don’t cater to in the negative keyword section. This way, your ad will only be available to people located or looking for real estate information in Edmonton, Calgary, Red Deer, and the places you operate.
Apart from these, if there is a particular real estate service that you don’t provide, include that service in the list of negative keywords. If you only provide home buying and selling, ‘rental properties,’ ‘house on rent,’ and ‘buying rental property’ can be your negative keywords.
Use Ad Extensions
Ad Extensions are the ad formats that show additional information about your business services. In 2013, Google released an update to its AdWords Ad Rank algorithm that factors inclusion of ad extensions for ad positioning decisions. Ad Extensions improve your ad’s visibility, increase the CTR and improve the overall ROI. It’s a good practice to leverage at least one ad extension per ad to ensure your real estate business benefits. Here are some common ad extensions that you can use to maximize your returns on PPC campaigns for real estate.
This extension displays your physical address, contact number, and a map to show directions to reach out to you. They make it easy for local customers to reach out to you quickly. For mobile users, this extension provides additional assistance that tells them the distance from your business to their location.
These extensions provide links to additional landing pages to give more specific options. For real estate specifically, floorplan pages are ideal sitelinks.
This might look similar to sitelink extension, but it doesn’t provide a variety of options to choose from. You can only include up to eight price cards using the price extension.
This extension is only designed for mobile phones. This extension allows your audience to call you with the help of just one click. This makes it easy for your visitors to call you.
Create Ad-specific Landing Page
Your PPC ad copy and landing page are complementary to each other. Getting a customer to click an ad is only half the battle because ad clicks alone don’t bring business or generate profits. Your PPC ad will have high ROI only if the landing pages are relevant. It’s, therefore, crucial to create PPC campaign while keeping in mind what will you offer on the landing page. Directing visitors to the homepage or creating a generic landing page for all ads campaigns is a grave mistake. When an online user clicks on your ad, they expect the landing page to be in line with the ad copy. For instance, if the ad title reads “Avoid making mistakes while buying an apartment,” they expect a list of helpful tips on the landing page. If the landing page is nothing but the homepage of your real estate website, your visitors may be instantly compelled to leave your website. Not all online users prefer surfing the website and looking for relevant information after clicking on the PPC ad. Thus, ensure that the landing page provides valuable and engaging information related to the ad copy. Make sure you highlight the features on your landing page that you mentioned in your ad copy and communicate the same message to ensure consistency. Also, design the landing page to maximize the conversion and your returns on PPC campaigns for real estate. Your visitors should get a chance to take the desired action.
Lastly, don’t forget to do A/B testings on every level of PPC campaigns, whether in the keywords, ad copy or the landing page. You can conduct A/B testings for ad copy and landing page elements such as title, keyword, description, design, background colors, images, call-to-action, etc. Test and track the response in every test and conclude which tactics work the best to maximize your returns on PPC campaigns for real estate. PPC ad campaigns require constant monitoring for best possible ROI. Moreover, the beauty of this marketing type is that you can see where every part of your expenditure is going. So why wait? Call our pay-per-click marketing experts and design your real estate PPC campaign today.