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 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 how to run 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
In such a competitive industry, it’s difficult to reach out to potential clients, but Google Ads can help. This allows you to get in front of people who are 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. There are certain strategies you can use 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 you’re 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 different areas, you will want to focus on each location separately.
This allows you to better target a local audience, 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 which can 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 both buyers and sellers, create different ads to target these two groups separately. This can help you create ads that are targeted to the client type and location. You will use different language and advertising tactics to bring in these different clients, who have different needs.
Make Ads Visible Across Device Types
To increase your ad visibility, you will want to make sure your ads are not only suited for desktops, but also for mobile. It’s best to create an ad for desktop and a separate one for mobile. 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 it’s not, it may not come up on mobile search results. Additionally, if someone clicks through an ad and lands on a site that isn’t mobile-friendly, the ad is basically wasted. The searcher will likely turn to a competitor whose site they can actually navigate via mobile.
As you experiment with Google Ads, keep track of analytics to see how they are performing. Allocate more of your budget to the device type that ads are receiving the most engagement from.
Constructive Ad Groups
Within each ad campaign is an ad group, 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 you can make 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 that are looking for services based on this exact property type.
Create Effective Ad Copy
When it comes to 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. There are some additional things you can do to make your ad copy more effective.
Consider creating eye-catching headlines that match the search keywords. You should also highlight the benefits of your services, not just an explanation of what you offer. 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 larger, which could catch the searcher’s eye. It also allows you to give more information about your services or about the property that is listed.
Creating ad extensions can also help your ad stand out. Add an extension that gives the viewer more information, or allows them to contact you with ease by 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 those in the real estate industry, but only when done effectively. Keep these tips on how to run 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 your profits this year.
Are you looking for a digital marketing company that can help you with your local search optimization needs? Contact us today to get started.
Do you want to get more targeted website traffic? Download the Realtor’s Guide to Building Targeted Website Traffic Checklist here.