Are you using Google Ads in your real estate marketing strategy? If not, you should. This has become one of the most popular online advertising methods for real estate professionals, and for a good reason.
If you’re looking for real estate ads that work, look no further. Keep reading for a guide full of tips and tricks on running Google ads for real estate effectively. Learn more about this advertising method and how it could grow your clientele with this helpful guide.
Google Ads for Real Estate: The Basics
It isn’t easy to reach out to potential clients in such a competitive industry, but Google Ads can help. This allows you to get in front of people searching for real estate-related services on Google. Google Ads can help you stand out from competitors by giving your ad higher visibility near the top of the search results page.
Aspects like your ads quality score, the prevalence of keywords, and engagement will all affect the effectiveness of your ad. You can use specific strategies to make your Google Ads as effective as possible, and we will highlight them here.
Segment Your Ads Strategically
Strategically segmenting your ads by factors such as location, audience, and the device can help you target more precisely, increasing the effectiveness of your ad. If your real estate career specializes in multiple locations, you should create a different Google ad segment for every location you want to target. This is because when you’re creating ad copy and keywords for these other areas, you will want to focus on each location separately.
This allows you to target a local audience better, as web users will be more likely to click on your ad if it mentions the location they are looking for services in. You can also use targeting tools within Google Ads to make sure that your ad is only being shown to those in your target areas to optimize your ad performance. This will make your ad more relevant to searchers, which will increase your click-through rate.
You can also segment your ads by client type. If you work with buyers and sellers, create different ads to target these two groups separately. This can help you create ads targeted to the client type and location. You will use different language and advertising tactics to bring in these diverse clients with additional needs.
Make Ads Visible Across Device Types
To increase your ad visibility, you will want to make sure your ads are suited for desktops and mobile. It’s best to create an ad for desktop and a separate one for mobile, and this will allow your ad to be visible to searchers no matter what kind of device they’re using.
You should also make sure your site is mobile-friendly; if not, it may not appear on mobile search results. Additionally, if someone clicks through an ad and lands on a site that isn’t mobile-friendly, the ad is wasted. The searcher will likely turn to a competitor whose site they can navigate via mobile.
As you experiment with Google Ads, keep track of analytics to see how they perform. Allocate more of your budget to the device type from which ads are receiving the most engagement.
Constructive Ad Groups
An ad group within each ad campaign, which means the ads contain the same set of keywords. These groups can be separated by factors such as theme, services, and demographics. Take advantage of these groups, as there is no limit to how many you can have.
The more specific and relevant your ads, the more successful they will be. For example, you may consider creating different ad groups based on home types, such as apartments, townhouses, or luxury living. This will help you find more individuals looking for services based on this exact property type.
Create Effective Ad Copy
When creating your ad copy, you’ll want to make sure it is relevant to your ad group and keywords. This will increase the likelihood that your copy matches what is being searched for, which will increase conversions. You can do some other things to make your ad copy more compelling.
Consider creating eye-catching headlines that match the search keywords. You should also highlight the benefits of your services, not just explain what you offer, and this gives you the chance to highlight what makes you different from your competitors.
Maxing out the allotted characters per line will help your ad appear more prominent, which could catch the searcher’s eye. It also allows you to give more information about your services or the listed property.
Creating ad extensions can also help your ad stand out. Add an extension that gives the viewer more information or quickly contacts you using a call extension.
How to Run Google Ads for Real Estate That Will Actually Work
Google Ads can be a great advertising option for real estate, but only when done effectively. Keep these tips on running Google Ads for real estate in mind to make sure your ads are as effective as possible. This can be a great way to target potential clients based on their specific needs, allowing you to grow your clientele and profits this year.
Need more local marketing tips? Check out our entire Guide to Local Marketing for Real Estate Professionals