Companies and businesses in the real estate industry today are always looking to boost their online visibility and increase the overall traffic. The logic behind this is simple: more clicks mean more clients. This is why companies and businesses often partner up with digital marketing companies that can help them create and execute strategies to maximize their digital platforms.
Google Ads has quickly become a useful solution to drive traffic and reach more people. However, some real estate businesses and companies are still using Google Ads incorrectly, and this yields inefficient results and hinders growth.
To help you deal with this, we’ve put together a list of the three most common Google Ads campaign mistakes and what you can do to avoid them:
1. Using Incorrect Keyword Matches
One common mistake that realtors often make is wrong keyword match types. Keep in mind that there are three main categories that keywords fall into on Google Ads: broad match, phrase match, and exact match.
As the name implies, broad match keywords will show your ads whenever specific words are used. An important point to note here is that the ad will be shown regardless of the order that the words are inputted.
On the other hand, phrase matches will show your ad when people search for the keywords that you make use of in the exact same order as you used them. Ads will also be shown if parts or the fragments of your chosen phrase are searched as long as they appear in the same order that you input them in.
Similar to phrase matches, exact matches will only display your ads when the keywords you targeted are typed in as a search. Unlike phrase matches, the exact keywords have to be searched exactly––no more, no less.
What real estate agents often get wrong is an imbalance of how the matches are used. While broad matches will lead to more impressions and boost your online visibility, exact matches have a higher chance of converting. This is why you’ll want to balance out how you use these keyword matches. As such, be sure to adjust how you use these matches according to what your goals are with your Google Ads campaign!
2. Failing to Incorporate Mobile-Friendly Landing Pages
Getting more clicks is only one part of the equation. If you find that you’re getting more traffic without any improvement from a conversion standpoint, then you will need to reexamine your landing page. A landing page is a page created for a specific marketing or advertising campaign. Unlike normal home pages, they contain a call to action that is aligned with the campaign’s goal.
One common mistake is failing to optimize your campaign’s landing page for mobile because more people today navigate the Internet using their smartphones. In fact, 37% of Americans now go online mostly using their phones. This is why you must make sure that your landing pages work correctly on both a web browser and on mobile.
3. Lacking a Solid Sales Process
Keep in mind that what you put on the landing page matters as well. If the landing page isn’t aligned with a campaign’s goals, the campaign will be significantly less effective. Because of this, you’ll want to make sure that your landing pages are created with customers in mind.
The only way you can make this happen is by properly communicating your goals with all the parties involved in the creation of the campaign. This means everyone from the sales team to the digital marketing company managing the Google Ads campaign must know who your target audience is and what you’re trying to achieve with a campaign!
When used correctly, Google Ads can be a powerful tool to boost your online visibility. This is why you must avoid the mistakes mentioned above. By investing your time and resources into making a cohesive Google Ads campaign, you effectively give your real estate company or business the best shot at success!
If you’re looking for a digital marketing company in St. Louis that can help you with your Google Ads campaigns, we have got you covered. FrameworkPros offers innovative and data-driven solutions that can give you an edge in the real estate industry. Get in touch with us today to see how we can help!