If you want to generate fast and immediate leads, pay-per-click advertising (PPC) is the best way to do so. Just look at the statistics:
- PPC visitors are 50% more likely to make a purchase than organic search visitors
- Search ads can increase brand awareness by more than 80%
- There are more than 160+ billion Google searches every month
- 66% of buyer-intent keywords are paid clicks
To generate these paid ads, there are many different options and platforms you can utilize but one of the most popular is Google AdWords. But, before you just jump in using AdWords, there are several things you need to know.
1. You Want a High Quality Score
What is a quality score? A quality score is how Google rates the quality of your landing pages and ads. The higher your score, the more Google believes your website will provide a strong user-experience to your audience. You want a high score as that helps you earn better paid positions on the search engine results and the less you will pay for each click into your website.
2. Don’t Forget About Mobile Platforms
Mobile optimization is essential if you want to generate leads. More than 60% of all consumers click on mobile ads at least once a week. This means that you either need to optimize your PPC campaign to adapt to mobile optimization or you need to develop an exclusive mobile PPC strategy. You also must have a website that is optimized for a mobile device. If you do not, that should become one of your top priorities.
3. Keep Your Goal in Mind
Why are you using AdWords? What do you hope to achieve from the service? As you write your ads and develop your PPC strategy, you must keep your goal in mind the entire time. When you don’t, your ads may offer no interest to your audience or the individual searching for the keyword. A few things to keep in mind as you write your ads are:
- Use the power of emotions in your copy. Evoke curiosity, surprise, anger, happiness, etc.
- Create several versions of the same ad before publishing.
- Have fun and be creative. Don’t just settle on the same thing over and over again. The more fun you have writing your copy, the more your audience will notice.
4. Test! Test! Test!
Don’t be discouraged when your first several ads don’t see the results that you desire. Mastering the writing of your ads, and even determining what type of add works best for your specific real estate audience, is going to take some work. Launch several different types of ads to see which performs best. Also, utilize all metrics that are made available to you or even purchase a third-party application to help you accurately measure your leads.
Keep in mind that if you want to be successful, it is going to take a lot of trial and error. And, there are many aspects of the ad that you can test, change, take out, etc. These may include the call-to-action, the visuals, headline, time of day, and even the keywords.
Before you jump into the world of PPC advertising, do your research and develop a strategy. Determine what it is you wish to accomplish, what your goals are, who are trying to reach, and more. The better your strategy, the more success you will receive.