The Power of Retargeting in PPC for Realtors®

Wes Martin
Posted by Wes Martin
Updated on
Published in Real Estate Marketing

Understanding Retargeting

Welcome, esteemed real estate professionals! As you know in this industry, staying ahead of the curve is crucial. Ever wondered how some properties seem to follow you around online? That's the magic of retargeting - this blog will unveil the immense power of PPC retargeting, offering insights and strategies to help you make the most of this practice. Keep in mind, that we're going to focus on retargeting on Google Ads in particular, but these methods should carry over to other platforms too.

Carley Carey's sponsored post on Google.

Carley Carey's sponsored post on Google.

What is Retargeting?

Retargeting, often referred to as remarketing, is a digital advertising strategy that targets users who have previously interacted with your website or online content. Think of it as a gentle nudge, reminding them of what they once viewed, be it a property listing, blog post, or any other content on your site. With Google Ads, this process becomes seamless, allowing you to display tailored ads to potential clients as they browse other websites or use mobile apps within the Google Network.

Now, you might wonder, "Why retarget?" Well, not every visitor to your website will convert immediately. Some might be in the early stages of their property search, while others might get distracted and forget to return. Retargeting ensures that your listings and services stay top-of-mind, increasing the chances of them coming back and taking action.

Tip: Begin by segmenting your audience based on their interaction level (e.g., property viewers, blog readers) to tailor your retargeting ads more effectively.

The Importance of Retargeting

Put simply, retargeting offers Realtors® a unique advantage, ensuring that their listings remain visible to potential clients long after their initial visit. This consistent visibility not only reinforces brand recall but also builds trust. After all, a property that frequently pops up might just be perceived as a popular or sought-after listing.

Moreover, with Google Ads, Realtors® can set specific budgets and bid strategies for their retargeting campaigns. This flexibility ensures that you're reaching the right audience without overspending. Plus, the platform's detailed analytics provide insights into how your ads are performing, allowing for continuous optimization.

  • Realtors® using retargeting often see higher engagement rates.
  • PPC retargeting can lead to a 50% increase in repeat visitors.
  • Google Ads allows for location-based retargeting, perfect for Realtors® targeting specific areas.

Tip: Always A/B test your retargeting ads. Different visuals or messaging might resonate differently with your audience, and testing helps identify the most effective approach.

The Mechanics of Retargeting

At its core, retargeting works by placing a small piece of code on your website, often called a pixel. This pixel is unnoticeable to your site visitors and won't affect your site's performance. However, every time a new visitor comes to your site, the pixel drops an anonymous browser cookie. Later, when your cookied visitors browse the web, the cookie informs Google Ads to display your retargeted ads, ensuring they're reminded of your listings.

Now, while the technical side might sound complex, Google Ads simplifies the process. Their platform provides a user-friendly interface where you can set up and monitor your retargeting campaigns. Plus, with options to hone your targeting, you can ensure your ads are reaching the most relevant audience.

  • The retargeting pixel is GDPR compliant, ensuring user privacy.
  • Retargeted visitors are 70% more likely to convert on your website.
  • Google Ads offers detailed tutorials on setting up and optimizing your retargeting campaigns.

Tip: Regularly update the list of pages where your pixel is placed, especially if you have new listings or updated content, to keep your retargeting efforts fresh.

Benefits and ROI

One of the most compelling reasons Realtors® embrace retargeting is the impressive ROI. You're not shooting in the dark by focusing on individuals who've already shown interest in your listings. Instead, you're reaching out to a warmed-up audience, which naturally leads to higher conversion rates. Over time, this targeted approach can significantly reduce your cost per acquisition, maximizing your advertising spend.

Furthermore, retargeting creates multiple touchpoints with potential clients. In the world of real estate, where decisions aren't made impulsively, these repeated interactions can be the difference between a client choosing your listing over a competitor's. With Google Ads, you can track these interactions, gaining insights into user behavior and adjusting your strategy accordingly.

Tip: Use Google Ads' frequency capping feature to limit how often someone sees your ad. This prevents ad fatigue and ensures your audience doesn't feel overwhelmed.

The Real Estate Webmasters' PPC income calculator

The Real Estate Webmasters' PPC income calculator - use this to calculate how much return you could be making off of PPC.

Debunking Myths

There's a common misconception that retargeting is "stalking" potential clients, bombarding them with relentless ads, However, when done right, retargeting is a subtle and effective way to stay on a potential client's radar. Google Ads provides tools to ensure your ads are not overly intrusive, maintaining a balance between visibility and respect for user experience.

Another myth is that retargeting is only for big businesses with massive budgets. On the contrary, Google Ads offers scalable options suitable for Realtors® of all sizes. Whether you're an independent agent or part of a larger agency, you can tailor your retargeting efforts to fit your budgets and goals.

  • Users can opt-out of retargeting ads if they find their intrusive.
  • Retargeting can be combined with other advertising strategies for a holistic approach - like SEO.
  • Google Ads' user-friendly dashboard makes it accessible even for those new to digital advertising.

Tip: Educate your audience. Consider adding a small section on your website explaining retargeting and assuring visitors of their data privacy.

Best Practices

When diving into retargeting, it's essential to have a clear strategy. Start by defining your goals. Are you looking to boost a specific listing, or is your aim broader brand awareness? Once you have clarity, Google Ads allows you to tailor your campaigns accordingly, and ensure maximum impact. Additionally, always ensure your ads are of high quality, with clear images and compelling copy, with thoroughly researched keywords that fit search intent.

Timing is also crucial in retargeting. For instance, if someone just viewed a property listing, you might want to retarget them immediately while their interest is piqued. However, for someone who signed up for a newsletter a month ago, a gentle reminder might be more appropriate. Google Ads provides tools to customize the timing and frequency of your retargeting ads, ensuring they're timely and relevant.

  • Dynamic retargeting can show users the exact products or listings they viewed.
  • A clear call-to-action in your ads can significantly boost engagement.
  • A great place to learn more about PPC for Realtors® is Real Estate Webmasters' PPC forum.

Tip: Use the Google Ads schedule feature to display your retargeting ads during times when your audience is most active, optimizing visibility. 

Google Ads keyword search for homes in Los Angeles

Google Ads keyword search for homes in Los Angeles - a part of the process for thoroughly researched keywords.

To Conclude

In wrapping up, retargeting isn't just a buzzword - it's a potential game-changer for Realtors®. By leveraging this process, you can ensure your listings remain top-of-mind for potential buyers. As the digital landscape evolves, staying updated is key. Embrace PPC retargeting, and watch your real estate endeavors soar to new heights. Here's to your success!

Retargeting FAQ

Is there a minimum budget requirement for retargeting on Google Ads?

No, there's no strict minimum budget for retargeting campaigns on Google Ads. However, the effectiveness of your campaign can be influenced by your budget. Setting a budget that aligns with your goals and expected reach is essential.

How can I ensure my retargeting ads aren't too intrusive or annoying to potential clients?

Google ads offer features like frequency capping, which limits how often a user sees your ad. It's also crucial to have varied and high-quality ads to prevent ad fatigue. Regularly refreshing your ad content to ensure it offers value can help maintain a positive user experience.

Are there any restrictions on targeting my real estate PPC ads?

There are restrictions for advertisers promoting real estate that prevent targeting audiences based on demographic information including gender, age, parental status, marital status, or ZIP code.

Can I handle PPC advertising on my own, or should I always hire a professional?

While basic PPC practices can be managed independently, the complexities of the real estate market and more advanced PPC strategies make partnering with a specialized PPC company, like Real Estate Webmasters, a wise investment for ideal results.

How do I measure the success of my retargeting campaign?

Google Ads provides detailed analytics, including metrics like click-through rates, conversion rates, and ROI. Regularly monitoring these metrics can give you insights into your campaign's performance and areas for optimization.

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