We all know what the three most important things in real estate are: Location, location, location.
The same is true about AdWord’s Marketing for real estate. In this blog post, we are going to show you the three most important features to use in AdWords for your real estate campaign.
The beauty of AdWords is that you are only charged when a searcher clicks on your text ad (there are other bidding strategies that allow you to bid on impressions, but for the most part it is on the cost per click model). One of the surefire ways to improve the performance of your real estate keyword strategy is to include a geographic qualifier to your keyword. What does this mean? If I was running a real estate campaign in Punxsutawney, Pennsylvania, I would be sure to add “Punxsutawney” to my keyword thread. So instead of just biding on the term “New Homes,” I would bid on “New Homes in Punxsutawney” or “New Homes near Punxsutawney.” This way, when your ad is triggered and clicked on by a searcher, they will be more qualified.
When setting up an AdWords account for your real estate campaign, be sure to use the location extensions already built into the platform. What this feature does is allow your text ads to showcase the physical address of the community you are listing. They will also feature a link to driving instructions. (This tactic is not recommended if you are only selling one home, because it would be labor intensive to build it out for every home listing. But if it is for a community, it can be a quick setup.) This link will take you to the Google Support Center and show you how to enable this feature in your campaign.
Location. Location. Location.
The last feature to include in your campaign has more to do with the location of the searcher than the location of the property or the community, but it is no less important. All active campaigns should have a Click to Call enabled in their site extensions. This feature allows searchers to easily make a call by clicking on your text ad when they are searching on a mobile phone. This link to the Google Support Center will show you how to enable this feature in your campaign.
By implementing these three simple tactics in your current or future real estate campaigns, you will be able better to reach home buyers in your area, your ads will be more engaging and messaging will be more direct. Now go out there and sell some homes!