Creating and Understanding Your Real Estate PPC Report
Running Pay-Per-Click (PPC) ads is one thing, but knowing if they’re actually doing the job? That’s another thing. That’s why creating a real estate PPC report matters. It helps you go beyond the surface-level stats and really understand what’s driving results.
In this post, we’ll dive into what makes a real estate PPC report truly valuable, how we track results for our clients, and the key metrics to watch out for. If you’re not taking the time to review your ad performance, you might be missing some opportunities to improve your campaigns and get more out of your budget.
What is a Real Estate PPC Report?
Think of a real estate PPC report like your campaign’s report card. It shows how your Pay-Per-Click ads are doing, giving insights on how much you’re spending, how many clicks your ads are generating, how many leads are coming in, and more.
Instead of guessing and hoping that your ads work, the report clearly tells you the real story. You'll see what ads are actually being viewed, which keywords are getting the proper kind of traffic, and where there could be a potential chance to optimize. It's about understanding which ads are working, and which ones are costing you money.
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Sample PPC performance on REW CRM’s Leads and Sources dashboard.
Key Metrics to Track
Tracking your PPC campaign is about understanding which metrics actually reflect your campaign’s performance. Although there is a lot of data you can track, here are some of the most important ones that you can't afford to miss:
- Cost Per Click (CPC) – This shows how much you are paying each time a person clicks on your advertisement. Tracking this gives you an idea on the cost of sending traffic to your website.
- Cost Per Conversion – This tells you how much you're spending to get someone to take a specific action that you want them to take—like fill out a form or sign up for a property alert. In real estate, this is often one of the most critical metrics.
- Click-Through Rate (CTR) – CTR is the number of people who have clicked on your ad after seeing it. The higher the CTR, generally, the more interesting and relevant your ad.
- Quality Score – Search engines use it to rank the relevance and quality of your ads, keywords, and landing pages. Having a high score can make your ads perform better at a lower cost.
- Ad Position – Tells you where exactly your ad is appearing on the search results page. Higher placements tend to be seen and clicked on more frequently.
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A monthly ad performance summary provided by Google Ads.
To maximize these metrics, it's essential to read between the numbers. By using benchmarks, segments, and attribution models, we can compare ad performance from many different angles. This may be how your campaign is performing over time, across devices, audiences, channels, or even ad positions.
We also highly recommend leveraging REW CRM's Source Management feature to get an extensive report on important PPC metrics. Plus, feel free to reach out to your Account Manager if you require clarification or would like to further drill down into the data.
Define Conversion
Before launching a PPC campaign, it is critical to understand and clearly define what constitutes a conversion. It begins by evaluating where the target audience stands in the customer journey. For instance, those in the desire and action phases demonstrate established interest, actively seeking assistance in finding their dream property. Given this motivation and a real estate company's need to generate leads, completing a contact form could be set as a conversion. These form submissions are important, enabling agents to reach out and cultivate relationships with potential clients.
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DC Modern Homes' contact form.
REW CRM's Source Management
Google Ads provides comprehensive data for PPC campaign optimization by giving you a picture of your ads' performance. With key information like ad clicks, conversions, and cost, you can assess your PPC ads' performance and adjust if necessary.
But to get the most complete and accurate picture of your lead generation, REW CRM's Source Management takes things a step further. It tracks only unique leads from your PPC campaigns and allows you to clean your database by removing low-quality leads that can skew your performance report. When comparing data between platforms, slight differences may appear, but that’s because REW CRM is focused on the actual leads entering your system, while Google Ads may track clicks and interaction from duplicates or bots. We still use Google Ads as a valuable guide, but REW CRM provides the truest reflection of your campaign performance.
With Source Management, you can label and categorize leads based on where they came from—a Google PPC campaign, a referral link, or even an organic search. Once you log Google PPC as a source, you can monitor how many leads come in from your PPC campaign, and track your marketing efforts' ROI.
REW CRM also has Source View, which takes all of that information and summarizes it on a dashboard. It displays lead volume, deal volume, cost per lead, cost per deal, ROI, and other key information. You can also view how much commission was generated and how each marketing channel is performing. Logging your PPC ad in REW CRM allows you to see if that investment is paying off, highlighting the importance of accurately logging data in your CRM. If you're interested to learn more, be sure to check out our Source Management blog post for the full details.
With these tools working together, REW CRM users can build detailed PPC reports that will help them allocate their budget wisely.
REW CRM's Source View dashboard showcasing PPC key metrics.
Learn More About PPC
If you want to sharpen your knowledge about PPC, the new Resources page and updated REW Academy is a great place to start. The Resources page has all of our collection of educational articles, guides, and materials that will help you master PPC, SEO, and REW CRM. On the other hand, REW Academy is where you want to go if you want to watch in-depth tutorials, quick hits, webinar replays, and other video resources. We recently gave it's layout and video player a refresh to help you quickly find the videos you need. Take advantage of these platforms and visit them today!
Contact Us
Keeping an eye on your PPC campaigns means being proactive and making sure your strategy is still heading in the right direction. With online trends and consumer behavior constantly changing, creating real estate PPC reports helps you stay ahead of the curve.
At Real Estate Webmasters, we don’t just launch campaigns and hope for the best. We keep a close watch, analyze what’s working, and fine-tune to get the best possible outcomes. Feel free to contact us or your Account Manager if you have any questions about PPC. You can also join the conversation on the REW Forum to get tips, ask questions, and connect with other real estate professionals.
Real Estate PPC Report FAQ
Why is monitoring a PPC campaign crucial for success?
Monitoring ensures your PPC campaign stays aligned with business goals, optimized for conversions, and adaptable to evolving trends and consumer habits. It's a proactive strategy for sustained success.
What benefits does creating a PPC report offer?
Creating and monitoring PPC reports allows you to swiftly identify inefficiencies. This will prevent wasted ad spend and contribute to maximizing Return on Investment (ROI).
What are the key metrics to monitor in a PPC campaign?
Common metrics include Cost Per Click (CPC), Cost Per Conversion, Click-Through Rate (CTR), Quality Score, and Ad Position. Keep track of metrics that align with your campaign goals.
What tools are recommended for monitoring PPC campaigns?
Use REW CRM's Sources feature to track ROI from various marketing channels, including your PPC campaign. Additionally, Google Ads offers comprehensive insights into ad performance and key metrics.