A primary objective of every realtor is to generate quality leads. It is the most effective way of getting more clients, and growing your business. Today, you no longer have to exclusively rely on third-party databases to attract more people to your listings when you can do it with pay-per-click (PPC) advertising.
While PPC campaigns allow you to establish a pathway for attracting traffic to your listings, it is most valuable when done right. In this article, we’ll discuss tips for creating an effective PPC campaign for realtors.
1. Know your target market
The first step to running a successful PPC campaign lies in knowing your target market. Focusing on the specific demographics that define your target customers will make it easier to create valuable ads. Before you start creating an ad, take time to evaluate who you are targeting and understand their behavior. Remember, different demographics require varied approaches. Check out this guide to online real estate ads to learn more.
2. Engage in keyword research
The backbone of successful PPC ads is the right keywords. Stay in touch with the latest search trends from your target audience by engaging in in-depth keyword research. The real estate industry is ever-growing, and there are too many keywords for any niche market. Make it a priority to filter and narrow down on the most relevant and valuable keywords to gain the much-needed competitive edge in the market. The good news is that there are several keyword research tools you can use to make this process simpler and more efficient.
3. Use local keyword phrases
No serious buyer or seller ever does general keyword searches. The winning formula is to focus on the more precious local searches by using localized keyword phrases. Be very specific about the location of your listings to avoid attracting the wrong traffic. Do not stop at the city or general area but break it down to the neighborhood so that anyone who views your PPC ad knows exactly what you are offering.
4. Create quality content
The content of your ad is important as it determines whether it will be appealing to your target audience or not. It also dictates the performance of your PPC ads in comparison to similar advertisements by your competitors. Have your ad copy written professionally, and you will effortlessly draw in the right home buyers and sellers.
5. Optimize your content for voice searches
The biggest search trend in 2021 and beyond is voice searches. The introduction of smart assistants is redefining the digital landscape, and you need to keep up with these trends. Typically, voice searches are longer and conversational as the searcher talks to an internet-enabled device. Your PPC campaigns need to focus more on ads that suit such searchers as it is where most of your traffic will come from. Your ads will also rank better if they are optimized for voice searches as you will have to use long-form keywords.
6. Red flag negative keywords
One of the most effective ways to optimize your PPC campaigns is by red-flagging negative keywords. This is where you limit the search phrases that you do not want your ad to show up for. Suppose you are selling family homes, you do not need a searcher looking for apartments or farmhouses to see your ad. Marking these unwanted keywords will limit who sees your ads, giving your campaigns better value.
7. Utilize ad extensions
While search ads are limited to a single message, you can take advantage of ad extensions to get more from your PPC ads. Utilize the many ad extensions available, including:
- Callout extensions
- Review extensions
- Sitelink extensions
- Structured snippet
8. Leverage the power of the right landing page
Landing pages in PPC campaigns are the conversion platforms that determine if a potential client will reach out to you. Creating engaging landing pages will have more viewers take action. Always customize each page to suit the ad you are running and avail the right information and a direct call-to-action for maximum efficiency.
9. Never stop testing
A/B ad testing allows you to know what works best for your PPC campaigns. This should be a never-ending process whereby you tweak your ads’ headlines, content, and images to determine their strengths. You will then pick the high-performing ones and keep on refining them as you run your campaign. There are many variations of a single ad that you can run, and you should never get comfortable when testing them out.
10. Take Google’s recommendations into account
Google has made it easy to run PPC campaigns efficiently by simplifying the entire ad creation process. The search engine has gone the extra mile to use artificial intelligence to analyze the ads on the platform and provide users with PPC recommendations. Be sure to factor in these recommendations when you assess the performance of your campaigns, as they often point out areas that need improvement.
11. Know the best time to run your ads
It costs money to run ads on Google, and you need to get top value for each ad on the search engine. A secret to achieving this is by optimizing your ad campaigns to run at the right time. Study traffic patterns in your niche market and use them to make informed decisions. If your ad runs at a time when most people are active and likely to search for houses, you will attract more attention than running an ad at odd hours. This will also help you spend your PPC budget wisely as each day, you get to make the right impressions to your target market.
To be successful as a realtor today, you need to step up your game and run better marketing campaigns. Mastering the ins and outs of running an effective PPC campaign will be a major milestone for your real estate business. You will get to be in charge of how you draw quality leads from your target audience. Most importantly, you will position yourself as a future-ready professional who keeps up with current trends reshaping the industry.