If you ever wonder, “how do I get more high-quality prospects to visit my website?” — we have the answer for you. You can attract more visitors seeking to buy or sell properties in your area with PPC (pay-per-click) ads.
PPC advertising is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Some common channels include Google Ads and Facebook ads.
PPC ads can help you reach more prospects since 85% of consumers use the internet to search for local businesses. Also, online paid ads can produce an ROI of 200% while generating 50% more conversions than organic searches.
How To Optimize Your Real Estate PPC Ads
While PPC is a great marketing tool for reaching your ideal clients, it’s not the “best-kept secret” either. With rising costs and increasing competition, you need to optimize your investment by following the latest best practices. Here’s how:
1. Target High-intent Keywords
The bottom line is that you don’t want to spend money on clicks that don’t lead to sales. As such, you should target high-intent keywords used by searchers who are looking for the type of properties that you sell in the area that you service and therefore, most likely to convert.
2. Leverage Geo-targeting Feature
Most PPC advertising platforms, such as Google and Facebook, allow you to target your ads based on location. This means your ads will only be shown to audience segments that are located at or interested in your targeted location(s).
3. Write Compelling Ad Copy
The text in your ad plays a key role in capturing the attention of the right searchers and enticing them to click. The copy should speak to your target audience’s needs and align with the targeted keywords (e.g., location, property type) to attract high-quality clicks.
4. Use Attractive Images
“A picture is worth a thousand words” — use high-res, professionally taken photos of the specific property that your ad is promoting. Also, make sure they meet each platform’s sizing guidelines to prevent the images from appearing blurry or distorted.
5. Create Dedicated Landing Pages
A major mistake that real estate agents make is directing PPC traffic to their homepages. Instead, send your prospects to a specific landing page that aligns with the messaging of each ad so you can deliver a consistent user experience that drives conversion.
6. Set up Negative Keywords
Most city names aren’t unique. If you’re serving Portland, ME, you don’t want people searching for properties in Portland, OR to click on your ad. You can set up a negative keyword list for state and state abbreviations to eliminate duplicate and un-targeted searches.
7. Include Ad Extensions
A feature specific to Google Ads, it allows you to attract more attention while providing additional information to the user. You can use location extensions, site link extensions, and call extensions to offer prospects more ways to take action.
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8. Tap Into Behavioral Data
Google and Facebook allow advertisers to leverage a large amount of user data to inform audience segmentation. To make sure your ads are reaching the right people at the right time, use an advertising platform designed specifically for real estate agents, such as LeadHax, to achieve the most timely and accurate behavioral and geographic targeting.
Optimize the ROI of Your Real Estate PPC Ads
PPC ads can help your reach prospects exactly when they’re looking for real estate agents in your area. To get the most of your ad dollars, bid for the right keywords to reach the right people. Also, use compelling copy and images that are relevant to the audience and align with your targeted search terms.
Don’t forget to track your results to make sure that your clicks are turning into sales. Measuring the right metrics helps you fine-tune your targeting and messaging so you can attract more high-quality prospects to your website and listings.
