Our Real Estate PPC Company Develops Custom Campaigns

Our Real Estate PPC Company
Develops Custom Campaigns

Insights on our Real Estate PPC Strategies.

As an agency, we have run thousands of pay per click campaigns for real estate developers, brokers, and builders in the last 10 years. As a result, we have figured out the best way to achieve the maximum return on investment. Our strategy focuses on using the benchmarking process to optimize to deliver the highest quality leads. This ensures your sales team is in contact with buyers that are qualified to purchase your product.

Creating your first campaign:

When uploading a simple campaign structure, you can upload it manually. Otherwise, check out the AdWords Editor. This is the tool that helps us upload our campaigns from a spreadsheet using a quick copy/paste feature.

How to achieve your campaign
goals through optimization:

  • Lead Generation

    There are several conversion rate optimization tactics you can use for this. Check out our Real Estate Lead Generation page for more information

  • Awareness

    Focus on maximizing your impression share through keyword bid strategies or manual optimizations and budget adjustments.

  • Driving Traffic

    Focus on maximizing your click-through-rate and impression share for the lowest cost keywords in your campaigns. Keep user experience in mind to make sure you are not driving traffic that is not actually interested in your site.

About Real Estate PPC:

Our real estate PPC services use the AdWords platform,
which is part of Google, the leading search engine in the
world. Our main goal is to help you show up to the right
audience at the right time, but there are many other benefits
to using our strategy as well, such as:

  • Audience intent and relevancy are highly aligned with your goals.
  • You only pay when someone clicks on your ad.
  • Google shows your ad at the top of the results in a prominent position.
  • Our ads allow users to click-to-call or click for directions before visiting your site or performing another search.
  • Spam traffic is closely monitored and is filtered out, so you don’t have to worry about wasting your ad spend.
  • Ads show up on above organic results, see the example on the right.

The Process:

A successful Pay-Per-Click advertising campaign starts with defining your process. Start here and expand as needed toward your business goals:

  • Identify your business goals (ex. lead generation or brand awareness).
  • Perform keyword research.
  • Structure your keywords into similar themes to be used for campaign and ad group organization.
  • Create a Google AdWords account and upload your campaign to the AdWords Editor.
  • Optimize your campaign daily to remain in line with your business goals.

Keyword Research:

Keyword Research helps identify what people are searching, gives an idea on how much you can expect to pay per click, and estimates search volume for those terms. It also helps save time in the optimization process if you weed out keywords that have no search volume. Grouping your keywords by similar themes allows you to keep your ads aligned with your keywords. For example, ‘Charlotte New Homes’ and ‘Charlotte Real Estate Agent’ keywords should not be shown in the same ad if you are looking for a high click-through-rate (CTR).

AdWords Keyword Match Types:

  • This is the most widely misused keyword available in AdWords.
    It will allow your keyword to show up for the widest variety of searches out of all match types.
    If you use this match type, be careful to watch your search terms report and add negative keywords
    accordingly.(ex. broad match)
  • Broad Match Modifier allows you to select which words are in a users’
    search in any order. Though this match is more defined than broad match, be sure to monitor your
    search terms report and add any irrelevant searches as negative keywords. (ex. +broad +match +modifier)
  • Phrase match allows your ad to show when people type your keyword in
    the order you specify however still shows when users add words to their search. (ex. “phrase match”)
  • Exact Match keywords only show ads when that exact search is performed by a user.
    (ex. [exact match])

Real Estate PPC Tactics for Higher Quality Leads:

At Element-360, we are constantly experimenting and refining our craft. We analyze the best performing strategies on a quarterly basis and then roll them out to our clients’ campaigns. Here are some of the insights we have gathered so far:

  • Using headlines that include ‘New & Location’ encourages more walk-ins.
  • Using headlines that include ‘Location & Price’ or ‘New Homes & Price’ generates more phone calls.
  • Communities’ submarket emphasis strategy continues to produce high-quality leads by user experience.
  • Branded Campaigns are an essential part of a well-rounded strategy to protect the brand from competitors bidding on your brand terms.
  • Call-Only Ads generate phone calls for both branded and remarketing campaigns.

Top 10 Ad Headline & Sub-Headline Themes:

  • Starting Prices
  • Custom Homes
  • New Construction
  • New Waterfront
  • Privacy
  • New Homes Near
  • Award Winning Builders
  • Amenities
  • Focus on Green Building / Green Community
  • Nature Features

After you have built your paid search campaigns, begin monitoring the number of clicks generated. Think of that as a sample set to be used for analysis. As you review your results, think about the geo-demographics of your audience by variables such as gender, time of day and geography. You may find all sorts of opportunities to improve the quality of your traffic and leads by upping the bids on these variables.

Real Estate PPC Management:

Don’t have the time to manage this yourself? Tried it and didn’t get the results you expected?

As one of the top agencies offering PPC for real estate, our services are designed to optimize for both
lead quality and volume. Although we detailed some of our process above, we have not given all the details about
how we generate the highest quality traffic and leads. Reach out today for an audit of your existing PPC campaigns,
or to discuss what our real estate marketing services can do for your organization.

By Chad Martin

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