All Articles,Digital Marketing, - May 12, 2020
Your Guide to Google Ads for Real Estate Investors
Your Guide to Google Ads for Real Estate Investors
Expert Tips on Google Ads For Real Estate Investors
Real estate investors often find it difficult to capture qualified leads. This is because real estate is one of the hardest propositions to sell, mainly with leads backing out of deals arbitrarily.
This often negates all of the hard work you put into converting each lead, but it’s never the end of the world if a promising lead rejects you. There are certain marketing initiatives that will guarantee diverse incoming leads to your website every month.
One of them is pay-per-click (PPC), the lifeline for millions of small and large businesses throughout the world. Many businesses use PPC to create a continual flow of leads, but every campaign is different.
Do you want to know how to set up a successful campaign for your real estate business? This guide will break down all of the tips to help you succeed in that regard?
1. Set Up a Plan
Regardless if you’re a new or veteran real estate investor, you may not be all too familiar with the aspects of setting up and configuring a successful Google Ads campaign. This is why you should take a step back and create a plan.
Just like starting a business, creating a PPC plan is the first natural step of building a campaign. Ideally, the details of your preliminary plan to answer the following questions:
- What type of campaign are you seeking to build? Will it target buyers or sellers?
- What is your ideal customer acquisition cost?
- What is your maximum cost per click (CPC)?
The last question is especially important because it will base the affordability of your campaign and determine how much you can spend. Therefore, you can use this helpful formula to calculate your maximum CPC.
(revenue per customer) x (conversion rate) x (1 – profit margin) = Max CPC
Now that you have got the preliminary planning out of the way, it’s time to execute the last steps of the planning process. This entails:
- Estimating your Google AdWords budget.
- Determining your keyword test budget.
Google ads campaigns are not plug-in-play. A great deal of experimentation goes into setting up your campaign correctly. For this reason, determining your keyword test budget is key.
Here is a formula you can use to get the job done.
Keyword test budget = (100 clicks) x (Calculated CPC)
You’ve now completed the first step and can now move forward to the next one – keyword research.
2. Perform Keyword Research
Once your plan is in place, keyword research becomes the next logical step. Keyword research is a comprehensive phase that includes finding intent keywords, competition, and researching your market.
- Identify Your Target Audience: Experienced real estate investors likely know who they’re dealing with, while rookie investors are still searching. If your business is already up and running, your target audience should be clearly identified to begin making a profit and capturing leads from your Google ads.
- Identify Your Target Locations: You should also determine the locations where your target audience commonly abides. These locations need to be specific down to the zip codes.
- Collect Keywords: You can find and collect keywords from popular resources such as Ubersuggest and the Adwords Keyword Planner.
- Define Negative Keywords: These are commonly called negative keywords, meaning that you don’t want your business to show up when these are typed into a search engine.
- Sort Your Keywords: There are different types of keywords. In regards to real estate, there are research and customer intent keywords. Sorting your keyword list will help you monitor the progress of your campaign and see if you’re overspending on particular keyword usage.
- Spy on Your Competitors: If your competitors are successful, you take a look at their formula by using tools like SpyFu or SEMRush.
3. Determine Your USP
Your USP, or unique selling proposition, is a distinct advantage you have over your competitors. This keeps your business and offerings unique in a competitive marketplace such as real estate.
Essentially, you should ask yourself:
“Why should my target audience choose me instead of my competitors?”
Whether your USP is your massive level of insider experience in the USP or a level of credibility, this will need to be added to your ads. You only get one first impression when it comes to how your ads are presented. Hit your prospects hard with an irresistible ad that they will be hard-pressed to refuse.
4. Create the Perfect Offer
There are three main factors that will impact the success of your Google ads campaign: your copy, your audience, and your ad copy.
Just take a look at how these successful ads look.
Ad Example #1
Ad Example #2
There are a variety of enticing offers that you could use to reinforce your ads. For example:
- No agents
- Close in less than 14 days
- No extra fees
- Cash in as less than 7 days
- Cash offer in 24 hours
Do you see the different types of offers presented here? These are:
- No commissions
- Free quotes
Based on your target audience, you should craft an attractive offer. Don’t worry if your offer doesn’t result in a high close rate immediately. If you don’t receive the results you’re looking for, you can always experiment and modify your offers accordingly.
5. Keep Experimenting
Setting up your Google ads campaign is only half the battle. Experimenting is the rest, and you could quickly lose sight if you don’t regularly perform tests. To save money and optimize your ads, it’s essential to steadily figure out what’s working and what’s not.
This, unfortunately, can take a lot of time that most people don’t have. By hiring a qualified PPC agency, you can have professionals continually work on your campaign so you don’t have to.
This will ensure that you are maximizing the performance of your Google ads without sacrificing the projection of your ROI.
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