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18
Understanding PPC: A Guide for Attracting Qualified Buyers
Pay-per-click (PPC) online advertising may seem challenging. But of all the industries that use PPC, real estate agents are among those most likely to gain a true windfall of business value. That's because PPC ads that may cost only a few dollars a week greatly accelerate the process of attracting qualified buyers to properties.
We know that PPC seems complicated, technical, and risky from the outside. The truth is that profiting from PPC ads has become more difficult over the past few years. When more advertisers join a platform, the prices go up. However, at the same time, each major digital platform is working on new ways to protect its investment, increasing the standards for every ad.
There is a simple, powerful way around all that complication.
First, understand the value proposition:
Pay-per-click ads can help you sell houses faster for just a few cents a day.
Once you see the potential, the rest of the details slide into place much more easily. Simply, PPC is a far easier prospect when you have the potential to make $5,000 or more on a transaction. There's room for trial and error compared to companies trying to make sales for only a few dollars each.
Pay Per Click Is Simpler Than You May Think
In truth, there are only a few factors you need to be aware of in PPC.
This handful of factors will produce 90% of your results:
- Visual Collateral
The photo associated with your ad is its most powerful asset on Facebook. That's why Facebook — and its even more visual counterpart, Instagram — are at the center of the conversation for real estate professionals who want to get real digital advertising ROI.
Your ad may lead to a landing page on Facebook or your website. For example, this approach may be best to collect sign-ups for an open house. Or it may lead directly to your listing, which should be ported directly onto your website from your MLS. If your listing is fully optimized, this can be a good bet.
Whatever the case, your visuals are a major determining factor for whether and when people will click. You should be just as careful in selecting them for quality, composition, and vividness as when you assign pictures to the listing or any other marketing element.
- Targeting
Targeting is the other key factor in ensuring that the right people click on your ads at the right time.
Even with the rise of virtual tours, most buyers aren't looking for a home 1,000 miles away. To maximize your chance of selling, your ads must be micro-targeted to prospective buyers. This is another element where Facebook and Instagram shine since their ad targeting is precise.
Using zip codes and other means, you can micro-target your ads within miles or even just a few streets of a given property's address. You can target neighborhoods, cities, states, or even adjoining states. And each person who clicks can be delivered a customized experience based on their specific needs.
- Headline and Other Text
All online ads have some degree of text.
With a Google Ad, success depends entirely on your text and headline. As a result, you'll want to use automated tools to compare different versions of your text and consistently display the more effective versions. Over time, this refinement strengthens your results.
Facebook, Instagram, and other social media networks also use text, of which the headline is the most important. Your headline must be short and compelling. It promises that your listing or landing page must immediately be delivered so you don't lose a user's attention.
Digital Marketing Automation Is the Key to Unlocking Value From PPC Ads
Now that you see where PPC results come from, hopefully, it all looks slightly less mysterious.
Where people in any industry get tripped up is the need to monitor these factors constantly.
While it takes a few days for any new advertising campaign to capture useful information, all the best campaigns are monitored daily. Daily monitoring ensures all outliers — including mistakes and home runs — are caught immediately.
With a real estate CRM, you can leverage an AI-driven center of excellence for your pay-per-click advertising. Ad Wizard is just the solution. It handles all the detail work so you can keep an eye on your campaigns, fine-tune them, and improve your results in just seconds every day.
Contact us today to learn more or begin.
