PPC Compliance and Policy Guidelines You Should Know

Mheanne Celis
Posted by Mheanne Celis
Updated on
Published in Real Estate Marketing

Pay-per-click (PPC) advertising has revolutionized how real estate professionals connect with potential buyers and sellers. By precisely capturing their attention when they're actively seeking properties or real estate services online, PPC has become an indispensable tool in the industry.

However, the digital marketing landscape is not without its pitfalls. To leverage PPC effectively and ethically, real estate professionals must navigate a maze of compliance and policy guidelines. In this blog, we will unveil the secrets to mastering PPC compliance, ensuring your campaigns are not only successful but also credible and trustworthy.

Why PPC Compliance Matters

PPC compliance refers to adhering to the rules and regulations set forth by advertising platforms like Google Ads, Facebook, and Bing Ads. These policies cover a broad spectrum of practices, including ad content, targeting, keyword usage, and landing page experience. Non-compliance can lead to ads being disapproved, accounts suspended, or even permanent bans, resulting in lost revenue and damaged reputation.

Remember, trust is the currency of the real estate industry. By ensuring transparency and honesty in your ads, you fortify your credibility with your audience. Aside from this, upholding compliance standards also shields you from potentially crippling financial penalties. By adhering to policy guidelines, you avoid costly missteps and elevate the user experience, delivering valuable and relevant information that fosters engagement and drives conversion. 

Furthermore, compliant ads are rewarded with better placement and lower costs per click (CPC), amplifying your visibility and effectiveness in reaching your target audience. In essence, PPC compliance should always be a part of your marketing strategy, ensuring that each ad campaign flourishes and yields results.

Carly Carey Real Estate Team's PPC ads.

Key Real Estate PPC Guidelines

Effective PPC advertising for real estate requires adherence to a specific set of guidelines and policies. They serve as the foundation for crafting accurate, engaging ad content while maintaining legal and ethical standards. From truthful ad copy to compliance with fair housing laws, here are key policy guidelines every real estate professional should follow:

  • Accurate and Honest Ad Content- Ensure that all ad copy is truthful and accurately represents your services. Avoid exaggerated claims, misleading statements, and clickbait tactics. Transparency is key to building trust and staying compliant.
  • Clear and Relevant Landing Pages- The landing page your ad links to should be directly related to the ad content. It should provide clear, relevant information and a seamless user experience. Avoid redirecting users to irrelevant or low-quality pages, which can lead to ad disapproval.
  • Compliance with Fair Housing Laws- Real estate ads must comply with fair housing laws, which prohibit discriminatory practices. Avoid language that discriminates based on race, age, color, religion, sex, handicap, economic and familial status, and national origin. Targeting practices should reflect these principles.
  • Proper Use of Keywords- Choose keywords that accurately reflect your services and target audience. Avoid using deceptive keywords that might mislead users. The keyword strategy should also comply with platform-specific policies, such as avoiding restricted terms.
  • Ad Disclosures and Legal Requirements- Include necessary disclosures in your ads, such as licensing information and any mandatory disclaimers. 
  • Trademark and Intellectual Property Compliance- Trademarks and intellectual property rights in ad content and keywords should be respected. Avoid using trademarks without permission, and ensure that any intellectual property used is appropriately licensed or owned by you. This helps prevent legal issues and maintains the integrity of your advertising.
  • Data Privacy- Ad campaigns should comply with data privacy laws and regulations. Be transparent about data collection practices, obtain necessary consent, and protect user data. This safeguards your relationship with your audience and avoids legal repercussions.
  • Advertiser Verification ProgramGoogle mandates advertisers to provide proof of identification and other required documents based on their location and account type. This policy ensures transparency and trustworthiness within the community. Failure to comply can result in Google Ads preventing advertisers from running their campaigns until all necessary information is provided.

Don’t hesitate to reach out to our team for professional PPC support. Our experts are ready to help you navigate the complexities of PPC and guarantee your campaigns are compliant, effective, and optimized.

Carly Carey Real Estate Team providing clear and relevant information on their landing page.

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Discover new horizons at REW Summit in Nashville on June 20-21! Connect with industry leaders, soak up game-changing marketing strategies, and gain priceless insights to fuel your success. Discover fresh approaches to lead generation straight from the pros, all while immersing yourself in the vibrant atmosphere of Nashville. This event is your chance to forge meaningful connections, learn from the best, and advance your real estate career. Reserve your spot at REW Summit today!

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PPC Compliance FAQ

What is PPC compliance?

PPC compliance involves adhering to the rules and regulations set by advertising platforms to ensure ethical and legal advertising practices.

Why is PPC compliance important for real estate professionals?

PPC compliance is crucial for maintaining your ads' credibility and avoiding penalties. Non-compliance can lead to ad disapproval, account suspension, or permanent bans. Compliant ads also achieve better placement and lower costs per click, enhancing campaign effectiveness.

How can I learn more about digital marketing?

Join us at REW Summit in Nashville on June 20-21 to connect with industry leaders, learn new marketing strategies, and gain effective advertising insights. Reserve your spot today!

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