Advertising is a finicky business, especially when you’re up against established competition. One of the hardest parts of getting noticed is effectively drawing the eye of potential clients. Fortunately, Google Ads is an effective method of doing just that.
Did you know that businesses typically double their investment when using Google Ads? Statistics like that are hard to argue with, especially when you’re looking for easy exposure. In our Google-centric world, you’re essentially hamstringing yourself without them.
You have to take every advantage available if you’re seriously looking to succeed. You can bet your competition will be! If you’re curious about using Google Ads for real estate, read on to find out more!
What Are Google Ads?
Google has a monopoly on the search engine sector. For the most part, when someone wants to search for information, they use Google. Usually, other search engines aren’t even considered.
Google has capitalized on this fact by providing a proximity-based ad service. They’ve made it as simple as possible to advertise whatever your product or service might be. This means if you pay them for the service, anyone within your local area will see your advert when they google the terms you specify.
For example, if your real estate business was in Palm Springs, California, that’s what you’d tell Google. When people in Palm Springs perform a search for potential real estate businesses, your agency will take increased priority over those of others. In the case that you decided not to use Google Ads, you might not appear in the search results at all.
Using Google Ads
If you’re completely new to the idea of using Google Ads for commercial real estate leads, don’t fret. Remember, Google wants as many people using their service as possible, so they’ve gone to great lengths to make it easy to use. It’s a technical service, but its use is fairly straightforward.
In short, the idea works as follows. The system is based on the use of browser cookies and keywords determined by the advertiser. When the advertiser has placed a winning bid, their results will display to the user, showing them the advert.
These adverts appear at the top of the user's search results. You’re probably familiar with seeing these ads yourself. Each time you search for something specific and get a relevant result, somebody has paid google for that extra exposure.
It’s that extra exposure that makes all the difference. This is especially important to remember when you consider how infrequently people click on the second page. Only 9.47% of people click through that far, meaning that if your results are found there, they may as well hardly exist at all.
Google Ads for Real Estate
It should be plain to see how important a good Google Ad campaign is to the success of any business. And since you’re practically guaranteed to recoup your investment it’s a no-brainer.
Put yourself in the shoes of someone looking for professional help in the real estate sector. If a family is looking to size up and needs some help finding their perfect home. Their first port of call is going to be the same place they go for all their information, Google.
They sit around their family computer together and put in the most obvious search terms. Their searches looking for homes in their area are all stored in the form of cookies. This means while they’re browsing for things in the future, adverts for your real estate campaign will appear throughout the day.
These are targeted ads and are designed to catch the attention of exactly the people who will find them most interesting. Due to their previous queries, the Google algorithm knows to show them what they’re looking for. If they’re logged into a Google account, these adverts will also be targeted across all devices that the account is active on.
Using Google Ads Like a Pro
While the service itself allows for hugely successful campaigns, understanding how to make the most of it is important. Google Ads should be seen as a tool, and as is the case with any tool, it’s the craftsman using it that determines the final result. You’re going to be paying Google for their services, so it only makes sense to make the most of them.
Using Google Ads is easy enough for anyone, it only takes a minimal amount of time and technical ability to set up. The difference between doing so as an amateur and as someone who knows what they’re doing is a gulf. It’s recommended to do some research before delving in, it’ll make all the difference!
If you’re serious about getting your money’s worth and creating an absolutely killer campaign, you might want to invest in some lessons. Once you fully understand what you’re doing, this type of knowledge will serve you well as your business continues to grow. You’ll also never need to pay anyone else to do it for you, so it’s money well spent.
Compact and to-the-point courses detailing everything you need to know have been constructed to help the novice get an edge over the competition. If you’re interested in upping your advertising game, check out the guys over at Onlineadvertisingacademy.com to hone your skills going forward.
Helpful Buzzwords to Consider
When writing ads it’s important to work them to the best effect and consider how they’ll appear in the results. Using applicable buzzwords can be the difference between your ad being completely ignored and getting substantial clickthrough rates. Including your particular real estate keywords here is also a great idea.
Generating leads through snappy writing is the key. Implementing terms such as ‘best’, ‘undervalued’, and ‘up and coming’ can help to pique interest. Depending on the properties you have for sale and their location, you can decide for yourself what will work best. The trick is to use words that trigger interest and denote exactly what the user is looking for.
While looking over results, people often skim without reading everything line by line. The most effective ad is one that grabs attention at a glimpse. Overly wordy and complicated sentences don’t draw attention and will often be ignored in favor of something short and catchy.
Take some time to do some real-world research and see for yourself the terms people are using. Simply search for something you might be interested in purchasing and take note of the wording the ads you prefer use. It’s a cinch from there to implement the strategies you like as your own!
PPC for Real Estate
PPC or Pay Per Click is a method for paying for your adverts. If nobody clicks on them, you don’t pay. If lots of people are clicking and you’re generating significant leads from the traffic, you’ll pay accordingly.
This route of paying for advertising is cost-effective as you’re essentially paying directly for targeted visits to your website. When PPC is functioning as intended, the fee is nominal as each click far exceeds the cost when converted into potential business. If a click is worth $2 but results in your real estate business selling a house or property, you’ve made a fortune for peanuts!
The most popular forms of PPC allow advertisers to pay using a bidding process. When someone searches for a specific term, whoever has the largest bid is given the most premium ad space for the query. Using Google Ads you’re able to see the current bids on the most popular terms so you can bid accordingly.
If you play your cards right, you can outbid your competitors and secure the best search terms for yourself to get the best leads. This will ensure your website reaches its full potential while also undercutting competition and essentially stealing their growth for your own.
The world of business and advertising is a cut-throat one, if you don’t take the initiative for yourself, you can be sure someone else will!
Google Ads and Brass Tacks
The fact of the matter is that without the use of Google Ads, any business is going to find itself at the mercy of its competitors. The use of Google Ads for real estate is just as essential for any other business looking to carve out a lasting position in their industry. Fortunately, the service isn’t as opaque as most would believe at first glance.
If this article helped you to better understand how to tackle advertising in the information age, check out the rest of our tech articles today!