Are you having problems with your real estate PPC campaign? No worries, we’re here to assist! This blog post will discuss the three most common PPC challenges we see and what you can do to improve them.
1. Your Leads are Everything But Profitable
This is one of the most prevalent issues in ALL sorts of internet advertising. While there is no way to guarantee that all of your leads will be eligible buyers looking for a house today, you may raise the specificity of your advertising to assist target buyers who are farther along in the purchasing process. These sorts of leads are more likely to register since they require further assistance rather than merely browsing. The simplest way to accomplish this in the real estate industry is to create ad groups for specific neighborhoods (as opposed to large cities) and target specific property types (vs. all listings).
Negative keywords are another excellent technique to help remove leads you just do not want. These keywords are added to the campaign to prevent your advertisements from appearing for specific search terms. If the negative phrase appears in any user’s search term, your ad will simply not appear, protecting your daily budget. You may wish to include negative keywords such as “foreclosures,” “short sales,” “cheap,” and so on in an ad group targeting “luxury houses.”
2. Your Conversion Rate is Super Low
Maintaining a high conversion rate is crucial to the success of any PPC campaign. When this metric is low, that means you will be spending lots of money to get new leads while making very little per conversion. If you’re currently seeing a lower conversion rate than industry standards (e.g., 0.3% for real estate PPC), it’s time to take steps to improve it.
For starters, make sure your landing pages are geared towards conversion. In addition to being well-optimized, these pages should offer clear value to users by providing information on what you offer.
If you’re still seeing a weak conversion rate, try to define your ideal client. You may want to consider creating custom audience lists to reach your best leads. If you have a call center, you can also analyze your past call recordings to find out which keywords are commonly used in your conversations, as this information can help inform your ad writing process.
3. You’re Budget Isn’t Being Used Up
This is one of the most common mistakes we see real estate advertisers make. Advertisers often go too low to keep costs down when deciding on a daily or monthly budget. While this initial savings is tempting, it doesn’t do you any good in the long run.
To maximize your ad spending, we recommend starting with the minimum daily budget that your ad group will allow. This should ensure the maximum number of potential leads are reaching your ad.
What about the extra budget that you’re not using? Well, in this situation, it’s a good idea to split up your extra budget between different ad groups. Doing so will help diversify your traffic, which is always a good practice if you notice an underperforming ad group. And, of course, it also helps you take advantage of new keyword opportunities that you may not have found just by looking at one ad group at a time.
Running a real estate PPC campaign isn’t a walk in the park. However, with these tips in hand, you’ll be able to navigate through some of the most common challenges you’ll face as an advertiser. And, of course, if you ever need some help along the way, be sure to reach out! We’d love to help.
The right mix of digital marketing efforts from the right digital marketing agency in St. Louis makes for a successful digital marketing campaign.
This is the FrameworkPros’ way of life. Our company offers advertisements using Search Engine Optimization (SEO), Pay Per Click (PPC), Social Media Management, and Chief Marketing Officer (CMO) packages that boost your online visibility, draw in more traffic, and get you more sales. Reach out to us today, so we can talk about how our services can help you elevate your real estate PPC campaigns!