PPC for Real Estate Marketing: Tips & Tricks for Lead Generation

Reliqus Marketing

28 December 2022

PPC

Are you a realtor looking for more leads? Or perhaps you’re just looking to start a Google ads journey and need some tips on how to make yourself known.

Pay-per-click (PPC) advertising is becoming increasingly popular among real estate businesses due to its high return on investment (ROI) and its ability to attract prospects who are already far along in the buyer’s journey.

According to survey 6 million homes were sold in the United States in a single year, it’s not surprising that real estate agents face stiff competition.

PPC marketing helps real estate businesses draw in quality leads who are actively looking for information about buying a house and finding property listings.

By bidding on popular keywords in Google Ads, real estate businesses can position their website when homebuyers enter an appropriate search phrase, to appear more prominently near the top of search engine results pages.

This indicates that PPC advertising can be an effective technique for real estate brokers and businesses seeking to increase leads and website traffic.

PPC advertising enables realtors to develop focused ads that are shown to prospective clients who are looking for particular real estate-related keywords.

By bidding on these targeted keywords, realtors can increase the visibility of their ads and potentially drive more traffic to their websites or specific landing pages

Unlike traditional advertising methods, such as print or TV ads, PPC advertising allows businesses to be more cost-effective in generating leads and increasing visibility.

While some may argue that PPC campaigns are no longer cost-effective due to the rising cost-per-click (CPC) of real estate keywords, businesses can still optimize their ads to lower CPC and customer acquisition costs (CAC).

By adjusting bids and running profitable campaigns within their budget, businesses can still benefit from the advantages of PPC advertising

Therefore, PPC advertising is a promising tool for the future of the real estate industry.

Either way, PPC (pay-per-click) marketing is one of the most effective ways for realtors to get their foot in the door and drive quality traffic to their websites or social media accounts.

In this blog post, we’ll discuss why realtors should use PPC marketing for their daily lead generation, and provide tips on how to get started.

From understanding PPC ad types to calculating return on investment (ROI), we’ll cover all the basics so you can begin developing an effective online presence that will turn more leads into sales. So let’s dive right in!

What is PPC Marketing?

PPC Marketing is a form of online marketing in which advertisers display ads on search engine results pages (SERPs). Only when a person clicks on an advertisement do advertisers get paid?

This type of marketing can be beneficial for realtors as it can help them generate leads on a daily basis. By targeting keywords that are relevant to their business, they can reach potential customers who are actively searching for information related to buying or selling a home.

PPC Marketing can be an effective way to generate leads, but it is important to remember that it is just one part of an overall marketing strategy. In order to be successful, realtors should use a variety of marketing channels to reach their target audience.

“PPC ads with high commercial intent receive 65% of all clicks, making it a valuable tool for real estate businesses” [Resource: The Pitch]

Explanation of PPC marketing and its relevance in the real estate industry

PPC advertising is becoming increasingly popular among real estate businesses due to its high ROI and its ability to attract prospects who are already far along in the buyer’s journey.

In the real estate industry, PPC marketing is highly relevant and beneficial for lead generation. Here’s an explanation of PPC marketing and its relevance in the real estate industry:

  1. Targeted Audience Reach: PPC advertising allows real estate professionals to reach their target audience, specifically potential home buyers, based on their online behavior. By leveraging PPC, realtors can boost their visibility on search engines and attract prospects who are actively looking to buy a new house.
  2. Increased Online Visibility and Traffic: PPC marketing puts real estate professionals in the limelight, allowing them to enjoy an impactful online presence and drive traffic to their websites. By appearing at the top of search engine results pages, PPC ads direct highly relevant traffic to conversion-focused pages, increasing clicks and generating leads.
  3. Cost-Effectiveness and ROI: PPC is a cost-effective form of advertising, as real estate professionals only pay for clicks received, ensuring that their budget is spent on effective ads. The ability to set budgets and control advertising spend provides realtors with a high return on investment (ROI).
  4. Data-Driven Decision-Making: PPC advertising provides valuable metrics and feedback that enable real estate professionals to make data-driven decisions and optimize their campaigns for maximum impact. By analyzing click-through rates, conversion rates, and other metrics, realtors can refine their strategies and improve the effectiveness of their PPC campaigns
  5. Complement to Organic Search Engine Optimization (SEO): While SEO takes time to generate results, PPC advertising provides immediate visibility and control over advertising spend. PPC can be used in conjunction with SEO efforts to drive traffic and leads while organic rankings improve.

PPC marketing is relevant in the real estate industry due to its ability to reach a targeted audience, increase online visibility and traffic, provide cost-effectiveness and ROI, enable data-driven decision-making, and complement organic SEO efforts.

By utilizing PPC, real estate professionals can effectively generate leads and drive business growth.

Therefore, by utilizing PPC advertising, real estate businesses can generate more leads, increase visibility, and ultimately close more homes. 

Here is an example of ‘Zillow’ you all might be knowing which is a leading real estate company. Let’s talk about how it has used PPC as a ladder for its successful ‘PPC Real Estate marketing Campaign‘.

From Clicks to Conversions: How Zillow Dominated the Real Estate Market with PPC Marketing

‘Zillow‘, one of the largest real estate companies in the world, has been using PPC advertising to generate leads and drive traffic to its website and has (236 million monthly users).

According to the search results, Zillow’s revenue has grown over the years, and PPC advertising has played a significant role in this growth.

Here are some key points from the search results:

  • Zillow’s annual revenue for 2023 was $2.396B, a 31.28% increase from 2020.
  • Zillow’s advertising service for real estate agents, Premier Agent, posted a Q4 revenue of $283 million.
  • Due to its high ROI and propensity to draw in customers who are already well along in the buying process, PPC advertising is becoming more and more common among real estate agents.
  • PPC campaigns can drive motivated traffic to your website, generate more leads, and ultimately close more homes.
  • In spite of the weak housing market, Zillow exceeded expectations for revenue and profit in the first quarter. The dominant Seattle real estate company earned $469 million in Q1 revenue

Overall, the search results suggest that Zillow’s use of PPC advertising has contributed to the growth of its revenue over the years.

By bidding on popular keywords, creating targeted ads, and focusing on specific search phrases, Zillow has been able to increase its visibility and attract more qualified leads to its website.

How to optimize PPC Campaign for Real Estate Marketing?

If you are a realtor, then you know that generating leads is essential to your success. While there are many ways to generate leads, one of the most effective is through pay-per-click (PPC) marketing.

PPC (Pay-Per-Click) advertising plays a crucial role in real estate marketing, enabling businesses to reach their target audience effectively.

To optimize a PPC campaign for real estate marketing, start by conducting thorough keyword research specific to the industry, including terms like “real estate marketing” and related phrases.

Craft compelling ad copy that highlights unique selling propositions and drives clicks. Segment your campaigns to target specific locations and demographics relevant to your real estate offerings.

Continuously monitor and analyze campaign performance, adjusting bids and budgets accordingly. Utilize ad extensions to provide additional information and increase visibility and regularly optimize landing pages to enhance conversions and ensure a seamless user experience.

PPC marketing is a powerful tool for real estate marketing looking to generate more leads and traffic to their websites.

Here are some ways that PPC marketing works for real estate businesses:

1. Bidding on popular keywords: If you are a Real estate business you can bid on popular keywords related to real estate, such as “homes for sale” and “real estate listings,” to position your website when homebuyers enter an appropriate search phrase, to appear more prominently near the top of search engine results pages.

Bidding on popular keywords for ppc real estate marketing

Here is an example of the bidding strategy of ‘Zillow’:

Zillow uses a bidding on popular keywords strategy for its PPC marketing. Zillow bids on long-tail keywords that are relevant and specific to their market, such as “buy homes in Seattle” or “buy luxury home in Seattle”.

how zillow is using long tail keywords in ppc real estate marketing Example - 'buy homes in Seattle'

By bidding on specific queries like these, Zillow can target a qualified buyer and increase the conversion value of their PPC campaign. However, bidding on popular keywords can be expensive when competing against larger companies. 

To get around this, you may try bidding on terms like “buy houses in Greenwood” or “buy a home in Beacon Hill” that refer to local neighborhood areas.

Zillow also promotes listings with Google Ads and Twitter’s pay-for-engagement platform.

Zillow’s use of PPC advertising has been a powerful tool for lead generation and driving traffic to their website.

By bidding on popular keywords, creating targeted ads, and focusing on specific search phrases, Zillow can increase its visibility and attract more qualified leads to its website.

2. Creating targeted ads: Real estate businesses can create targeted ads that are displayed to potential clients who are searching for specific keywords related to real estate.

By bidding on these targeted keywords, businesses can increase the visibility of their ads and potentially drive more traffic to their website.

Here is an example of how Zillow is using targeted ads:

Zillow’s strategy for creating targeted ads involves using first-party audience segments to reach high-value customers across different stages of the home journey.

Zillow identifies customers actively looking to purchase a home and helps them make informed and educated decisions along the way.

It also targets renters and sellers with their ads, providing them with the data they need to make informed decisions.

Zillow’s specialty audiences include mid-funnel home buyers, low-funnel home buyers, first-time home buyers, luxury home buyers, new construction home buyers, and real estate agents.

Zillow’s search targeting capabilities allow them to target customers across a variety of search preferences.

It also uses contextual targeting to drive low-cost conversions.

Zillow’s ads appear on videos that are either trending or belong to channels that have a large subscriber base.

zillow targeted video ads

In order to assist agents in maximizing their campaign efforts, Zillow has also made use of Facebook’s targeting tool.

Zillow’s Premier Agent Direct works in collaboration with Facebook’s data collection services to create targeted ads that reach potential leads.

Overall, Zillow’s strategy for creating targeted ads involves using first-party audience segments, targeting renters and sellers, focusing on specialty audiences, using search targeting capabilities, and leveraging Facebook’s targeting platform.

3. Focusing on specific search phrases: Real estate businesses can focus on targeting specific search phrases related to the properties they offer.

By doing so, you can ensure that their ads are displayed to potential clients who are actively looking for the types of properties you offer.

4. Increasing visibility: By using PPC advertising, your real estate businesses can increase their visibility and attract more qualified leads who are already far along in the buyer’s journey.

This can ultimately lead to more conversions and closed deals.

5. Cost-effective: PPC advertising can be an economical strategy to enhance visibility and create leads.

Unlike traditional advertising methods, such as print or TV ads, PPC advertising allows businesses to be more cost-effective in generating leads and increasing visibility.

PPC marketing is a powerful tool for real estate businesses looking to generate more leads and traffic to their websites.

By bidding on popular keywords, creating targeted ads, focusing on specific search phrases, increasing visibility, and being cost-effective, real estate businesses can benefit from the advantages of PPC advertising.

If you are ready to start generating leads with PPC marketing, then contact a reputable agency that specializes in this type of marketing. They will help you create an effective campaign that targets the right people and gets results.

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How To Get Started With PPC Real Estate Marketing?

How to get started with real estate PPC marketing

PPC marketing is a great way for real estate to generate leads on a daily basis. It is important to note that PPC marketing is not a one-time event, but rather it is an ongoing process that should be incorporated into your daily marketing efforts.

To get started with PPC marketing, here are some steps you can follow:

  1. Choose keywords: Select relevant keywords that are related to your business or the products/services you want to promote. These keywords will determine when and where your ads will appear.
  1. Create ads: Develop compelling and engaging ad copy that matches the keywords you have chosen. Craft attention-grabbing headlines and clear calls to action to entice users to click on your ads.
  1. Decide on the advertising platform: Determine whether you want to advertise on Google AdWords or Bing Ads. Both platforms offer PPC advertising options and have their own advantages and audience reach.
  1. Sign up and set up your account: Sign up for an account on the chosen advertising platform. Follow the platform’s instructions to set up your account, including providing necessary information and payment details.
  1. Set your budget: Determine your budget for PPC advertising. Decide how much you are willing to spend on a daily or monthly basis and set your maximum bid for each click.
  1. Conduct keyword research: Perform keyword research to identify relevant keywords that your target audience is searching for. This will enable you to boost the efficiency of your campaigns.
  1. Craft landing pages: Create dedicated landing pages that align with your ads and provide a seamless user experience. Ensure that your landing pages are optimized for conversions and have clear calls to action.
  1. Monitor and optimize: Regularly monitor the performance of your PPC campaigns. Analyze metrics such as click-through rates, conversion rates, and return on investment. Make adjustments and optimizations based on the data to improve the effectiveness of your campaigns.
  1. Test and iterate: Continuously test different ad variations, keywords, and landing pages to identify what works best for your target audience. To compare various components and arrive at data-driven judgments, use A/B testing.

By following these steps, you can get started with PPC marketing and begin driving targeted traffic to your website or landing pages. In order to maximize the efficacy of your campaigns, keep track of them and make adjustments as needed.

Some Examples of Successful Real Estate PPC Campaigns?

Here are some examples of successful real estate PPC campaigns:

  1. Curaytor: Curaytor, a digital marketing company, implemented a successful real estate PPC campaign that resulted in more paid leads for their clients. Their proven strategies and effective targeting helped real estate businesses generate quality leads through PPC advertising.
  2. myMarketing: myMarketing highlights the application of PPC in the real estate industry and how it can be used to generate strong leads. They provide insights and strategies for real estate businesses to leverage PPC effectively.
  3. LGG Media: LGG Media emphasizes the benefits of PPC advertising for real estate companies and how it is one of the most beneficial methods of generating leads. They offer PPC advertising services specifically tailored for the real estate industry.
  4. Mediaboom: Mediaboom discusses the power of PPC advertising for real estate and how it can amplify reach and dominate the market. They highlight the ability of PPC to target potential home buyers based on their online behavior and boost visibility on search engines.
  5. Realty Biz News: Realty Biz News explains how PPC advertising can help realtors get more leads by capturing the attention of potential clients actively searching for properties or real estate services. They emphasize the importance of creating compelling ads to increase visibility and attract leads.

These examples demonstrate the effectiveness of PPC advertising in the real estate industry for generating leads, increasing visibility, and capturing the attention of potential clients.

By implementing targeted PPC campaigns, real estate professionals can achieve their marketing goals and drive business growth.

Deciding Which Real Estate Marketing Ad Format Is Best?

When it comes to PPC (Pay-Per-Click) advertising for real estate marketing, different ad formats can be effective depending on your goals and target audience. Here are three popular and effective ad formats for real estate marketing in PPC:

  1. Search Ads:Search ads Example for real estate business Search ads are text-based ads that appear at the top of search engine results pages (SERPs) when users search for relevant keywords. These ads are great for targeting specific keywords related to real estate properties, locations, or services. They allow you to capture potential leads actively searching for real estate information or listings.
  2. Display Ads:Zillow: real estate marketing display adsDisplay ads are visually appealing images or banner ads that appear on various websites and can reach a wider audience. In real estate marketing, display ads can showcase property photos, highlight features, and generate brand awareness. They are effective for retargeting, reaching potential buyers who have previously shown interest in real estate or visited related websites.
  3. Video Ads:Zillow: Video ads exampleVideo ads provide an engaging and immersive experience, allowing you to showcase properties, provide virtual tours, and establish a personal connection with potential clients. Platforms like YouTube and social media networks offer video ad placements that can effectively capture attention and drive engagement. Video ads are particularly beneficial for highlighting unique property features or showcasing testimonials from satisfied clients.

Ultimately, the best ad format for your real estate marketing campaign depends on your specific objectives, target audience, and budget. A well-rounded PPC strategy may incorporate a combination of search ads, display ads, and video ads to maximize reach, engagement, and conversions. It’s important to continuously monitor and optimize your campaigns based on performance metrics to achieve the best results.

Tips For Success With PPC Marketing

Do you know PPC marketing is a great way for realtors to generate leads on a daily basis?

However, there are a few things to keep in mind in order to be successful with this type of marketing.

  1. Make sure you’re targeting the right keywords. The keywords you choose should be relevant to your target audience and what they’re likely to search for when looking for a real estate agent.
  2. Set a budget and stick to it. PPC marketing can be expensive, so it’s important to set a budget and not overspend.
  3. Keep your ads relevant and targeted. Your ads should be relevant to the keywords you’re targeting and should also be targeted to your target audience.
  4. Monitor your results regularly. To determine what is and is not functioning, it is crucial to keep track of your findings. Your campaigns can then be modified as necessary.
  5. Use negative keywords. Negative keywords help you filter out irrelevant traffic and ensure that only interested prospects see your ads.

By following these tips, you’ll be well on your way to success with PPC marketing!

PPC Real Estate Marketing Trends

PPC (Pay-Per-Click) advertising for real estate marketing is continuously evolving to meet the changing needs and behaviors of consumers. Here are some key trends in PPC real estate marketing to keep an eye on:

  1. Hyperlocal Targeting: Real estate marketers are increasingly using hyperlocal targeting to reach potential buyers or renters in specific neighborhoods or localities. As the location is one the most important driving force for real estate businesses, by focusing on precise geographical areas, PPC campaigns can effectively target individuals who are actively searching for properties in those locations, maximizing the relevance and impact of the ads.
  2. Mobile-First Approach: Mobile devices play a crucial role in the real estate search process. Optimizing PPC campaigns for mobile devices, such as creating mobile-friendly landing pages and using responsive ad formats, is essential to capture the attention of on-the-go buyers and renters. Location-based targeting and click-to-call features are also important for mobile users.
  3. Retargeting and Remarketing: Retargeting and remarketing techniques are widely used in real estate PPC campaigns. By tracking website visitors and showing relevant ads to those who have shown interest in specific properties or locations, real estate marketers can stay top-of-mind and encourage potential buyers or renters to revisit their websites and take action.
  4. Video Advertising: Video ads are gaining popularity in real estate marketing as they provide an immersive experience and effectively showcase property features and virtual tours. Platforms like YouTube and social media networks offer opportunities to run video ad campaigns, helping real estate marketers engage their audience and drive interest in properties.
  5. Voice Search Optimization: With the rise of voice assistants and smart home devices, optimizing PPC campaigns for voice search is becoming crucial. Real estate marketers should focus on incorporating long-tail keywords and conversational phrases in their ad copy to align with the way people search using voice commands.
  6. Data-Driven Decision Making: Real estate marketers are leveraging data analytics to make informed decisions and optimize their PPC campaigns. By analyzing performance metrics, conversion rates, and user behavior, they can refine targeting strategies, ad messaging, and budget allocation to achieve better results and maximize ROI.

Staying updated with these trends and adapting PPC strategies accordingly can help real estate marketers effectively reach their target audience, drive engagement, and generate valuable leads in an increasingly competitive digital landscape.

Conclusion

PPC marketing is an invaluable tool for realtors looking to generate leads. Not only does it provide an effective way to target audiences, but it also allows them to track their ROI and measure the success of their campaigns.

With the right strategy in place, realtors can be sure that they are getting the most out of their investments and reaching more potential clients than ever before.

Hopefully, this article has provided some insight into why PPC marketing should play a role in any realtor’s lead generation efforts.

Frequently Asked Questions (FAQs)

Q1. What are some of the best practices for realtors when it comes to PPC marketing?

When it comes to PPC marketing, realtors should make sure they are targeting their campaigns as effectively as possible.

Try to only target audiences that you know will be interested in your services, and use demographic and location data to ensure you’re reaching the people most likely to convert. Also, track your campaigns closely and measure their success regularly.

Doing so will ensure that you are making the most out of your PPC budget and increasing ROI for your business.

Q2. What is the best way to use PPC marketing for my real estate business?

The best way to use PPC marketing for your real estate business is by targeting the right audience. With PPC, you can tailor your ad campaigns to specific audiences and use tools such as remarketing and geo-targeting to make sure that you’re reaching the most relevant prospects.

Additionally, it’s important to keep track of your ROI and performance by using analytics and reporting tools, which will help you understand the effectiveness of your campaigns. With the right strategy in place, PPC marketing can be an invaluable tool for your real estate business.

Q3. How do I know if a PPC marketing campaign is successful?

You’ll be able to track the success of your PPC marketing campaign through the analytics and tracking tools available. This will allow you to see which ads are performing best, how many clicks each ad is getting, and what kind of return on investment you can get from the campaigns.

You’ll also be able to adjust your strategy and budget based on these insights in order to ensure that you’re getting the most out of your investment.

Q4. What’s the best way to use PPC marketing for my real estate business?

The best way to use PPC marketing for a real estate business is to create targeted campaigns with the right keywords. This will allow you to ensure that your ads are being seen by potential clients who are actively searching for real estate services.

Additionally, setting up and tracking conversion goals such as lead captures and website visits can help you measure the success of each campaign and make sure that you’re getting a good return on your investment.

With careful planning and optimization, Real Estate PPC Campaign can be valuable for realtors to generate leads.

Q5. How do I get started with PPC marketing?

Getting started with PPC marketing is easy! First, determine which keywords you want to target and make sure they are relevant to your business.

Next, create a budget for your campaigns and decide on the best platform for your needs.

Finally, set up your campaigns and track the progress of your ads so you can adjust any strategies that aren’t working. With the right strategy in place, PPC marketing can be a powerful tool for realtors looking to generate more leads.

Q6. I’m a realtor, how can I use PPC marketing to generate leads?

PPC marketing is one of the most effective ways to generate leads as a realtor. It provides you with the ability to target audiences that are more likely to convert and allows you to track your ROI and measure the success of your campaigns.

With the right strategy in place, you can be sure that you are squeezing every last drop out of your investment and reaching more potential clients than ever before.

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