Have you noticed that organic SEO listings used to be more prominent on the first page of Google?
Although Google is continuously experimenting with the SERP layout and customizing results according to the user’s preferences, your real estate business may need more visibility, which can lead to an increase in lead generation.
It’s worth noting that this applies not only to Google but also to other search engines.
In this blog article, you’ll get to know about what Google Ads are and how Google Ads for real estate agents work.
What are Google Ads?
Google Ads or PPC, which stands for “pay-per-click,” is a form of digital marketing that involves running ad campaigns.
For real estate agents, PPC campaigns can be an effective way to generate high-quality leads online. Unlike organic methods of lead generation, PPC ads require payment. However, they are particularly useful for advertising on search engines.
When a user searches, sponsored links appear at the top of the results page. If a user clicks on one of these links, the advertiser is charged a small fee by the search engine. This allows real estate agents to pay only for relevant web traffic, making it a cost-effective way to attract leads.
PPC ads are especially beneficial for new agents, who can use them to get more leads and build their business. And if a lead clicks on the ad and becomes a client or makes a purchase, then the fee paid to the platform is worth it.
PPC ads can be used by any type of real estate business, whether it’s commercial real estate, a real estate agency, or a real estate investor.
Should you use Google ads for real estate agents?
Is advertising your real estate business through Google ads a suitable option?
Many new agents who have tried pay-per-click (PPC) advertising on their own have been disappointed with the outcomes due to the wrong strategies used.
It’s essential to bear in mind that a Google ad campaign is a long-term plan. Develop a business strategy and stick to it for at least a year before considering giving up. You can always refine your plan and make adjustments to create a more efficient approach.
When you’re starting, it’s more effective to bid on smaller, more specific real estate keywords with less search volume. This can assist you in achieving a higher ad position in search engine results and obtaining more leads for your real estate website.
For instance, selecting a keyword like “[Your City] real estate” can be more challenging for lead generation than using a more niche keyword, such as your city, along with your broker’s name, team name, or even your name. By narrowing down your keywords, you can improve the outcomes of your AdWords campaign.
However, as a new real estate agent, it’s best to focus your marketing on your existing network and referrals. While the internet can be an excellent source of leads, it should not be your primary focus or a substitute for building relationships in your community.
How do Google Ads work for real estate agents?
To start PPC advertising in the real estate industry, Google Ads is a popular choice due to its widespread use as a search engine. It is commonly used by buyers and sellers to browse property listings, and real estate agents can utilize Google Ads to optimize ad campaigns.
PPC advertising on Google operates on a bidding system where users bid on specific keywords. When a user searches for a particular term, Google’s algorithm determines which keywords to display based on several factors, such as landing page optimization, keyword relevance, ad copy quality, and Google’s quality score.
The quality score is determined by click-through rate, conversion rate, landing page design, and relevance to the searched keyword. Keyword research is critical in creating a successful ad campaign, and it should be an ongoing process as the terms your audience searches for can change over time.
To create a list of potential keywords, utilize a keyword research tool, and update it regularly to ensure the highest chances of reaching your target audience.
Real estate agents can leverage a variety of Google Ads to reach potential buyers and sellers.
Here are four types of Google ads that can be useful for real estate agents:
Types of Google Ads for real estate agents
Search ads are the most common type of Google Ads, where the ads appear at the top or bottom of the search results when a user searches for specific keywords. For real estate agents, search ads can be effective in targeting people who are actively looking for properties to buy or sell. For example, if someone searches for “homes for sale in [city name],” a real estate agent can place a search ad that appears at the top of the search results, which can drive traffic to their website or landing page.
Display ads are visual ads that appear on various websites across the web. They can be in the form of images, videos, or interactive media. Display ads can be effective in creating brand awareness and targeting people who are interested in real estate or related topics. For example, a real estate agent can target people who have visited real estate websites in the past or are interested in home decor or home improvement. These ads can drive traffic to the agent’s website or landing page and generate leads.
Video ads are ads that appear before or during video content on YouTube or other video platforms. Real estate agents can use video ads to showcase their properties and provide virtual tours. This can be an effective way to engage potential buyers and give them a sense of what the property looks like before they schedule in-person viewing. Video ads can also be used to build brand awareness and trust by featuring the agent or the agency.
Local Listing (GMB):
Local Listing or Google My Business (GMB) is a free tool that allows businesses to manage their online presence across Google, including search and maps. For real estate agents, having a GMB listing can be crucial in attracting local customers. This listing can include information such as the agent’s name, address, phone number, website, hours of operation, and reviews. Agents can also post updates, photos, and videos to their GMB listing to engage potential clients and improve their online visibility.
Real estate agents can use a variety of Google Ads to reach potential buyers and sellers. By leveraging the right mix of search ads, display ads, video ads, and local listings, agents can generate leads, build brand awareness, and establish themselves as trusted experts in their local market.
How to write effective ad copy for real estate agents?
Writing high-converting Google ad copy for real estate agents requires a mix of creativity, clear communication, and a deep understanding of the target audience.
Here’s how to write effective Google ads copy for real estate agents:
Focus on your Unique Selling Proposition (USP): Start by identifying what makes your real estate services stand out from the competition. Use this USP as the basis for your ad copy. Make sure your USP is communicated in your headline and ad copy.
Use a strong headline: Your headline is the first thing that potential clients will see. Make it attention-grabbing and to the point. Try to include your USP in the headline if possible.
Highlight benefits: Focus on the benefits that your services offer to clients. For example, “Get your dream home with our expert real estate services” communicates the benefit of finding a dream home. Make sure your ad copy is concise and easy to read.
Use power words: Use power words like “exclusive,” “limited time offer,” and “newly listed” to create urgency and encourage action.
Include a call-to-action (CTA): Encourage potential clients to take action by including a clear and compelling CTA. For example, “Contact us today to schedule a consultation” or “Browse our listings now.”
Use ad extensions: Ad extensions can provide additional information about your services and encourage clients to take action. Consider using ad extensions like call buttons, location extensions, and site link extensions.
Test and refine: Test different ad copy to see what works best with your target audience. Use data to refine your ads and improve your conversion rates over time.
Your ad copy should be focused on the needs and desires of your target audience. By communicating the benefits of your services clearly and effectively, you can create Google ads that convert potential clients into satisfied customers.
Strategies to maximize ROI from Google Ads for real state agents
Real estate agents can benefit greatly from running Google Ads campaigns.
These campaigns can help agents generate more leads, increase website traffic, and ultimately increase sales. However, to maximize the return on investment (ROI) from a Google Ads campaign, there are several strategies and tips that agents should keep in mind.
Here are some of the most effective strategies and tips for maximizing ROI from a Google Ads campaign for real estate agents:
1. Identify your target audience: Real estate agents should have a clear understanding of who their target audience is before launching a Google Ads campaign. This will help them create highly targeted ads more likely to resonate with their audience and generate more clicks and conversions.
2. Use relevant keywords: Using relevant keywords is essential for real estate agents who want to maximize ROI from their Google Ads campaigns. Agents should use keywords that are relevant to their properties and the needs of their target audience. They should also use negative keywords to exclude irrelevant searches.
3. Create compelling ad copy: The ad copy is what will convince people to click on the ad and visit the website. Real estate agents should create compelling ad copy that highlights the unique selling points of their properties and appeals to the needs and desires of their target audience.
4. Utilize ad extensions: Ad extensions are additional pieces of information that can be added to Google Ads to provide more value to users. Real estate agents should utilize ad extensions such as location extensions, call extensions, and site link extensions to make their ads more useful and informative.
5. Monitor and adjust your campaign: Real estate agents should regularly monitor their Google Ads campaign to see how it is performing. They should make adjustments to the campaign based on the data they collect to improve its performance and maximize ROI.
6. Use landing pages effectively: The landing page is where users will be directed after clicking on the ad. Real estate agents should use landing pages that are optimized for conversions, with a clear call-to-action and relevant information about the property.
7. Test different ad formats: Google Ads offers a variety of ad formats, including text ads, display ads, and video ads. Real estate agents should test different ad formats to see which ones perform best for their properties and target audience.
8. Set a budget and track expenses: Real estate agents should set a budget for their Google Ads campaign and track their expenses closely. They should allocate their budget to the campaigns and ad formats that generate the highest ROI.
Lead generation online requires a significant amount of time and experimentation.
It is recommended to start and improve gradually, rather than waiting until you know everything. It is important to allocate sufficient time to each advertisement and sales funnel to determine its effectiveness. Many agents tend to shut off ads or give up prematurely, without collecting enough data to determine if the ad was ineffective or if the target audience was too small.
The ultimate objective is to optimize your lead generation process so that you can develop a scalable and consistent business. Even if it takes a year or more to see meaningful results, do not get discouraged. It is important to remember that PPC advertising is a long-term strategy.
Do not be misled into thinking that Google ads for real estate offer a quick fix. Although immediate results are possible, the most effective outcomes are achieved over time.
At McElligott Digital Marketing, we have helped many real estate agents scale their online presence, and generate leads and sales.
We would love to you partner with you.