PPC Marketing for Motivated Sellers
EXPERT TIPS ON PPC MARKETING TRENDS
Real estate is a highly competitive niche. Converting even qualified leads can be challenging in pay-per-click (PPC) campaigns. PPC is an effective avenue for generating leads, but converting them is another story.
The same principle is true for motivated sellers, or individuals ready to sell their real estate properties. How can you construct a campaign that will not only reach these individuals but also render them incapable of resisting your ads?
There are a lot of things to consider to make this happen. Here is a complete guide on how to leverage PPC marketing for motivated sellers.
PPC is Better Than Direct Mail
Let’s get one thing clear. PPC marketing by far trumps direct mail. The latter is one of the most effective ways of generating real estate leads. It isn’t exactly known why, but we can surmise that this takes place because:
- People are naturally attracted to opening real estate magazines and ads in the mail.
- By creating a large direct mail campaign, you’re bound to engage a motivated seller that wants to act now.
- People always check their mail, compared to an inbox or the paid search ads.
However, paid search still rules the day. According to a recent report, 44% of people used the internet to search for real estate. With that said, what are you doing to ensure that your offerings are found by your target audience?
PPC is a sure-fire method of achieving maximum visibility on the web. Just look at what happens when you type in the keyword “sell your home fast” into the Google search bar.
As you can see, there are four ads that you see first before organic search results. Getting your ad in those spots can send qualified leads to your website where they’ll be likely to convert.
Google AdWords is the Go-To Platform for Real Estate Ads
Google AdWords is already the most preeminent advertising platform on the web. Millions of businesses use it to build their PPC campaigns. Though, some real estate agencies stray away from AdWords in favor of Bing to select a cheaper cost-per-click (CPC) rate.
There is nothing wrong with selecting Bing as an advertising tool, but you should only do so after you maxed out your AdWords budget. Bing should only be used as a supplementary tactic for boosting your universal paid search campaign.
After all, Google supersedes Bing in almost every category except CPC, which means while you’ll be able to enjoy lower advertising costs you still won’t achieve a higher ROI with low search volume.
Choose Google AdWords and stick with it as your go-to platform for real estate ads.
Define Negative Keywords
Defining negative keywords is often an ignored step in setting up a PPC campaign. Though, it’s extremely important for a variety of reasons. Let’s start with one reason: defining negative keywords will increase your ad score.
By selecting the keywords you do not want to rank for, your ads will only be presented to relevant audiences. Since Google prides itself on achieving the most quality search results, it will boost the quality score of ads that have been properly adjusted.
Also, defining negative keywords will help you save money in your campaign in two primary ways. First, a higher quality score will lead to higher visibility while maintaining the same CPC. This means that you’ll generate more qualified leads without breaking your budget.
Second, defining negative keywords helps you not to rank for keywords that won’t benefit your campaign. Since you won’t be paying for clicks from unsuitable keywords, you will be saving money in the long run from your campaign.
Adjust Your PPC Budget
Many people believe that capturing leads from motivated sellers is as simple as setting up a few ads. This could not be further from the truth. All successful PPC campaigns are built from several months or even years of experimentation.
Therefore, you should create an experimental campaign to first see what works for your agency. As you begin to receive this revelation, you can increase your marketing budget and modify your campaigns accordingly.
But first, you need to have the patience of understanding how PPC works and enduring the learning curve.
Retarget All PPC Leads
Let’s face it – motivated sellers may have many options at their disposal. They may not be ready to sell their home that day but very soon. This decision can come very quickly, and you ideally want to make sure that they are thinking of your agency when it happens.
The best way to do this is by retargeting those who interact with your campaign. You’ve likely seen it before. Have you ever engaged with a PPC ad only to see the ad again while visiting a completely unrelated website?
This isn’t a coincidence. Retargeting is meant to improve brand recognition and help you click on an ad right when your purchase intent is at its apex. Fortunately, there are many types of remarketing options that include:
- Dynamic remarketing: These ads present products and services that past leads interacted with on other websites.
- Video remarketing: You’ve likely seen YouTube suggestions. These ads are designed to introduce content you’ve interacted with before.
- Remarketing lists for search ads: These ads, or RLSA for short, allow you to target past leads on the search network. This gives you the opportunity to attract qualified leads from Google and all other partner websites.
Hiring an experienced PPC company is the best way to ensure that your campaign converts motivated sellers efficiently. Agency Partner Interactive specializes in building custom PPC campaigns to generate business for your organization.
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