Google Ads for Real Estate: Effective Strategies

The companies that buy and sell properties have more competitors in the market every day. Being one more or differentiating yourself from the rest is in your hands. We show you how to succeed with AdWords for Real Estate.

In this article we will tell you how to use online marketing and, specifically, search engine advertising, to achieve better results in your SEM campaigns.

Steps to follow in AdWords for real estate

More and more real estate agencies are looking to advertise on the internet. This channel supports all kinds of strategies, marketing campaigns, and AdWords. Knowing how to optimize and get the most out of your online advertising can be key to the future of your company. These are the steps you must follow.

Design your buyer persona

This point is of vital importance for your company. If the user, a potential client, searches and does not find your company in a fast and attractive way, he will go with another and be a lost customer.

You must study your target, create a profile and design a strategy that has a great impact on this audience. Roughly speaking, we could say that our buyer persona can be both women and men, with a medium or high socioeconomic position who are looking to rent or buy a property.

The age range is quite wide, from 18 to 70 the ages will be segmented based on the advertisement, for example: “rent in a university city” would be aimed at a younger audience. As well as, “sell your old property”, for older ages.

When said user decides to start the active search for a flat, usually the first step is to do an internet search to visit the website of some real estate agencies and to be able to do a small market study.

Establish the main questions

To create a good AdWords strategy for real estate companies, you must ask yourself a series of essential questions for your campaign: what type of properties do you offer: flats, houses, studios, premises … What type of hiring, be it rent, transfer or sale. And finally, where is it located? These three issues are important to segment your campaigns and achieve greater impact.

Selection of keywords

Based on these three questions that we have raised, we must carry out a study of the most used keywords in the main search engines, as well as the most popular long tails to apply them consistently in our titles and ad descriptions.

Network type: display or search

These two types of ads complement each other very well, so establishing an Ads strategy with both will help you obtain better results.

The search network is more focused on copying and the positioning of our ad in search engines. It allows our real estate to appear as a suggestion in maps, in Google shopping, as well as other additional websites.

Remarketing strategy

It is about re-impacting visitors who have previously seen our ad but have not made any conversions. This tells us that there are weaknesses in our strategy that we must correct and, again, show the customer our optimized ad. In this way, we can finally get you to access the web and learn more about the company.

It is a sector where the consumer’s decision process can take months or even years. Thanks to remarketing, it is possible to continue impacting the customer. We have more opportunities than in other purchasing processes.

Ad groups

To launch your advertising in AdWords for real estate you must create different ad groups. The real estate world is a very broad sector and if you don’t narrow your search, you won’t get the desired impact.

If your property offer includes flats, houses, premises, or others, you must create a group of different ads for each type or type of home.

Similarly, we must establish ad groups by location. If, for example, you have real estate in different locations, you will have to create three ads according to the locations. So when a user searches for a property in that neighborhood you will appear in the search engines.

Ads extension: call, location, rating

Extensions make your ad more attractive to the naked eye, but they not only provide aesthetic advantages, but they also add value. With the AdWords extensions for real estate, we can add a direct link to a call, quickly and easily inviting the user to contact us. It is also interesting to indicate the location on maps of our offices or the star rating of the satisfaction of customers who have already tried the services.

Ad cost in AdWords

In order for your ad to appear to your target audience, you must bid on the keywords you want to trigger your ad. However, it is not always necessary to pay more than your competitors to be in the top positions of the search results.

It is important to mention that the better the optimization and quality of our ad, the lower the cost of the bids and the CPC ( cost per click ). This is because, as with the organic traffic that SEO follows, such as positioning in AdWords (SEM) for real estate, the structure, keyword, and design of our ad will be awarded by search engines.

By following these guidelines and with work and perseverance, you will ensure that your AdWords strategy for real estate is a success and, therefore, the results are reflected in the company’s books of accounts.

Although SEM advertising is only part of what a good marketing campaign should be. If you want to learn more about other essential pillars such as SEO, web design, blog content, social networks, and much more, visit our website. A real manual to become an expert.

But if you prefer to leave this task in the hands of experts, contact us.

Author Bio

Name- Raunak Pandey

Bio- Raunak is a Mechanical Engineer by qualification & Marketer by passion. He is the founder of Maiden Stride, a leading digital marketing company that provides world-class search engine marketing services and website & application development.