3 real estate PPC strategies you need to try!
The real estate PPC landscape is becoming increasingly competitive. Gone are the days where an advertiser could set up a few simple ad campaigns, input a few relevant keywords and see scores of buyer and seller leads pour in.
Today, every agent, real estate team, and brokerage knows that paid advertising must be part of their marketing plan. Because more advertisers are using paid search advertising, your real estate PPC strategies must evolve in order to achieve success and beat the competition.
Here are three advanced PPC strategies that will help you maximize real estate lead generation and achieve your marketing objectives.
1. Remarketing Lists with Search Ads (RLSA)
Remarketing is a common technique used to re-engage users who have previously visited your website. It allows advertisers to target pre-qualified audiences with relevant ads.
While commonly used with Google’s Display Network, you can also use the same remarketing lists with Google’s Search Network. These lists can be used to create complex ad groups designed to target specific niches or they can be added to existing ad groups as a biddable audience.
Adding the specificity of pre-qualified audiences to your ad groups or campaigns opens up targeting options that would not be as effective otherwise.
For example, you can use broad keyword targeting since users in your remarketing lists have already expressed an interest in your business.
Audience targeting can also be combined with location targeting to create a powerful relocation or vacation home campaign.
Even your ad copy can benefit from including remarketing lists. Google has recently rolled out new IF conditions for ads that will replace copy if a user is part of a specified audience. You might use these IF conditions to encourage eligible users to resume their search, to let them know that new homes have been listed, or that there has been a price reduction.
The flexibility of RLSA targeting makes it a must try!
2. Facebook Lead Ads
Facebook is a powerful lead generation platform. In addition to specific audience and interest targeting, the social media giant provides many ad types for you to maximize exposure and audience interaction.
One phenomenal ad type for real estate is the lead ad. The lead ad is a recent addition to the Facebook Ad repertoire and is a must try for any advertiser looking to generate more leads.
Lead generation ads allow you to make a custom form that is automatically populated with user information when opened.
This means that users can easily submit accurate information without ever leaving Facebook. Given that the info is auto-populated, this likely decreases the odds of users submitting false information.
Facebook lead ads are especially useful if you’re struggling to convert leads on your real estate website.
Lead ads can be effective for both buyer and seller campaigns. For buyers you can offer a tailored home search or a free buyer’s resource. For listing lead generation, a free home evaluation or market report can be offered.
Forms should be simple and easy to fill out. Since Facebook won’t auto-populate custom fields, avoid using them unless you need to. Remember, you can always reach out to the lead and ask them for any additional information.
3. Better Attribution Modeling
Any Google advertiser worth their salt knows conversion tracking is important. If you don’t have conversion tracking, you can’t manage a lead generation focused account effectively.
But, if you are only tracking conversions using the last click attribution model you may be missing out on key advertising data.
The last click attribution model gives all credit to the last clicked ad. While technically accurate, this conversion tracking model doesn’t accurately report how users are interacting with your business.
Users are clicking your display network ads and visiting your website on multiple devices before finally converting. By focusing on last click attribution, you can’t understand what led to a conversion.
With linear, time decay, or data driven attribution models, the credit is distributed across ads. This way, you can better track how users are ultimately becoming leads.
This is especially useful if you are running a Display campaign which may not result in conversions but could be assisting in converting leads. Information about how users are becoming leads also helps you better understand how your website is performing across devices. If you see mobile assisting conversions frequently, it may mean that your website is not optimized for conversions on mobile devices—since users are leaving your website but converting later on desktop.
Modern advertising is multi-channel, however there is no need to keep the channels separated. Since users are seeing your ads multiple times throughout the conversion process, track them throughout their journey to better understand the success of your overall advertising strategy.