When it comes to boosting traffic to your website, there are two main options that you can exploit, including PPC and SEO. Since every niche business has its unique requirements, it becomes necessary to identify and chase goals. If you are into real estate investment, then lead generation can be your priority. Since offline marketing and word-of-mouth campaigns may not be adequate to fulfill your needs, you may be looking for a different medium for help. In present times, the internet has become an essential component of every endeavor. Hence, you must also explore its benefits.
One of the credible surveys elicited that nearly 50% of home buyers used the internet for house hunting, and of them, 93% of the population was under 36. Home sellers are also turning to online platforms for quick help. So, whether you want to target a new pool of home sellers or home buyers, you can increase your reach beyond expectations by utilizing online tactics to your favor. In this article, you will learn about the PPC model that is arguably the best way of lead generation at cost-effective rates for a real estate investment.
An insight into PPC
PPC (Pay-Per-Click) advertising or search ads generally appear on the top of the SERPs. To occupy that position, you have to pay some amount of money for a selected group of keyword phrases that are most relevant to your needs. For example, if you are in Pennsylvania, you may be keen on drawing users who search for “Pennsylvania Home Buyers,” “Pennsylvania Home Sellers” or “Pennsylvania Real Estate.” Whenever the ad earns a click, a paltry sum will get deducted from your account.
You can run PPC campaigns on various search engines, such as Google, Bing, Yelp, Yahoo, and others. But experts usually recommend Google for best results. Hence, the focus can be on Google search ads. Let’s find out what you can do to make the best of your PPC effort.
One of the first steps towards getting started in this area is to plan. You have to design a proper strategy for your campaign by keeping ROI in mind. A plan allows you to revisit your techniques back and forth and tweak necessary changes to control spending and enhance profitable lead generation. While carving a campaign, you must be clear about your target audience – home buyers or sellers. Also, know how much you are ready to spend on acquisition and decide the highest cost per click (CPC) amount that will be okay with you. For arriving at the maximum CPC, you need to consider three things, such as profit per customer, conversion rate, and profit margin.
Additionally, you have to set up an advertising budget for Google AdWords and a test advertising budget too.
After you have created a plan, you need to study your market, search intent, and competitors. This activity will help you identify your target audience, location (with or without zip code), and initial keyword list. Although many investors have a fair idea of their customers, if you are new to this industry, then you may take time to define your target group. Besides, you will get to discover keywords for which you don’t want to feature and hence, will like to block them so that you don’t show up for them. You can call them negative keywords.
In this process, you would need to separate intent keywords from research keywords so that you don’t end up exhausting your budget. You can create individual categories like “Sell House,” “We Buy House,” and so on for an organized approach. For help with keywords, you can use keyword tools.
Anyway, make sure you do all of this diligently. Otherwise, your entire effort can go to waste. If you don’t want to take any risk, then hire an agency that specializes in real estate investor SEO and Google Ads. It will handle it through and through.
Whether it is your business process or credibility or ease of doing business with you, it is better to highlight your strength in the ads so that customers feel compelled to choose you. At the same time, offer something that would interest your target. For suggestions, you can study your competitors. For example, you can mention “No Agents” or “No Commission” if you don’t have such hassles.
The success of any ad depends on the number of maximum clicks it garners. If the click rate is good, you will get more leads. In AdWords Ad, you get a space for 30 characters each from Headline 1 through Headline 3, and 90 characters each for two descriptions. You can provide two URLs, but their length should not be more than 15 characters.
To make your ad interesting for customers, you need to target relevant keywords, highlight the benefit of choosing your ad, and use call-to-action, such as “Contact Now.”
Make sure your landing page is in excellent shape so that your CPC goes down and conversion rates go up. Plus, your website also needs full-proof search engine optimization for your content and search marketing campaigns. Since a reputed SEO agency can take care of all this, you can reach out to them for assistance.
Anyway, you can use different landing pages to track their performance. These pages should include compelling headlines, smooth navigation choices, call-to-action, submission form, etc. Apart from this, the pages have to be mobile responsive because significant traffic of home sellers, tenants, and cash buyers can come through this channel.
In the end, you have to track conversions right from keyword to customer and do a few campaign settings to understand the overall benefit of PPC campaign for your investing business. All of this is a lot of work, and you may have to reduce your focus in the core business to get going here. However, if you don’t intend to do that, hire an SEO agency that can achieve the desired results for you. You can trust the professionals to cater to your requirements better than anybody else.