How to Optimize Real Estate Ads on Google with Audience Insights

In real estate marketing, using Google Ads is a no-brainer. Google search is widely used by potential home buyers and a top driver of website traffic and lead generation. While both competition and pricing are fiercely rising across the board, real estate ad costs are among the highest. To hit conversion rates and save on spend, real estate marketers need solutions to optimize their Google Ads performance.

Reach Your Target Audience

Start by creating a few buyer personas that you can adjust as needed. These profiles help to combine various demographics related to your target audience. Reference the personas throughout your marketing process, from strategy to executions, and keep them updated to optimize performance.

Google Ads include a feature for demographic targeting to help narrow your reach to a specific set of potential customers. That means paying less for better-quality clicks, from audiences more likely to convert.

Demographic targeting options available on Google Ads include:

• Age groups
• Income levels
• Family status
• Interests and life events
• Location targeting, including radius targeting and custom zones

As the only data-driven, real estate platform for visionary marketing teams, Audience Town is essential for outperforming your competition. Explore a wide range of demographic categories aligned with your personas and test for their effectiveness. Then, measure results and refine your settings to continually optimize your ROI.

Not only is Audience Town ideal for Google Ad targeting, it can help your team do so much more. Audience Town measures your website traffic to provide your team with actionable breakdowns.

Key benefits:

• Evaluate lead quality by understanding your percentage of qualified site visitors.

(Such as: likely movers, in-market buyers, financial status, location, etc.)

• Score marketing wins with insights gained from your site visitors’ interests.

• Optimize conversions by targeting audience segments with proven results.

To discover more ways Audience Town can help your team improve outcomes and save on spend: Book Your FREE Demo >>

Choose Keywords According to Your Research and Strategy

Spend some time on keyword research to identify terms potential buyers will likely use when searching for properties. Initially, you’ll want to start with a narrower approach to get an idea about which searches yield the best results. Include location-specific keywords and terms related to property types, features, and amenities.

The three match types are: Broad, Phrase, and Exact.

Exact Match

Ads may show on searches that are the same meaning as your keyword.

Phrase Match

Ads may show on searches that include the meaning of your keyword.

Broad Match

The default match type for Google Ads. Ads may show on searches that relate to your keyword.

Explore these additional tools and techniques to support your keyword research:

• Competitor analysis — search as a potential buyer to see what works for other companies
• Long-tail keywords — include details to capture specific queries form your target audiences
• Location-specific keywords — cities, neighborhoods, local highlights, proximity to services
• Negative keywords — weed out searches that don’t align with your offerings
• Google Keyword Planner — offers free support and assistance

Build Compelling Ads

Keywords are also critical to include in the ads your audience will see when they run a search. The ads are responsive, which means Google takes different combinations of headlines and descriptions that you provide. The highest performing combinations can then be optimized to be shown more frequently for improved results.

Tips for writing great headlines and descriptions:

1. Include the keywords your audience is looking for.
2. Address pain points that you can help your audience to overcome.
3. Include data and quantities like prices, number of listings, etc.
4. Provide engaging headlines and unique positioning to stand out.
5. Make your descriptions clear and relevant with a strong Call-to-Action (CTA).
6. Ensure your landing page link aligns with the search details.

Measure and Gauge Performance

Keeping a close eye on key metrics is critical to tracking ROI and improving results. For valuable insights and actionable steps, evaluate your ad results using an analytics platform like Audience Town.

Audience Town empowers real estate marketers to score big wins and save on spend with leading audience insights for greater clarity and confidence. ‍

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Know Your Metrics:

• Click-through rate (CTR)
• Percentage of clicks per impressions
• Cost per click (CPC)
• Average charge per click received
• Conversion rate
• Percentage of conversions per click received
• Cost per lead (CPL)
• Average spend per conversion

Budget and Bidding

Once your campaign is ready to launch, you’ll need to set a daily budget for Google to use. It can always be adjusted according to your needs and business cycles. Make sure the amount is comfortable for you.

While Google Ads provides many bidding options, here are the main ones to consider as a starting point:

• Maximize Clicks: Automatically brings you the most clicks possible using your daily budget.
• Maximize Conversions: Automatically sets bids to help get the most conversions possible based on your daily budget.
• Target CPA (Cost per Acquisition): Automatically gains as many conversions as possible at the target CPA that you set.

Summing it Up

To compete in real estate marketing, Google Ads are an essential ingredient of any successful campaign. Unfortunately, this current business boom is driving demand and increasing prices across the board — especially within this industry. Learning to optimize your practices and ad spend goes a long way to delivering results without breaking the bank.

Final takeaways:

1. Stop paying for ads that don’t engage your target audience. First, create personas to identify demographic categories. Evaluate what is working, or not, to continually refine your process and ramp up your ROI.
2. Dive into your keywords with research, tools, and techniques. Apply your knowledge to search settings and craft compelling ad copy that engages your audience.
3. Analyze ad performance by tracking critical metrics in order to budget and bid with greater effectiveness and lower costs.

Audience Town is here to help modern real estate marketers build more effective strategies, track leads to transactions, and get out of "gut feeling" marketing forever. We'd love to show you how our data-driven solution can help you optimize your real estate ads and improve performance. Book your free demo today!