Did you know that people are four times more likely to click ads on Google than on any other network?
Google Ads are transparent, testable, and widely successful when done correctly. Plus, it's the perfect task to outsource real estate virtual assistants, especially those already skilled in Google Ads. In this blog, we'll look at the effectiveness of Google Ads, the benefits for real estate companies, some expert-level strategies, and an easy way to outsource your Google Ads strategy to a trained virtual assistant.
Google Ads is Google's pay-per-click marketing channel. Pay-per-click refers to an advertisement system in which the advertiser (you) pays the publisher every time an ad is clicked.
The most common form of ad is the search ad. These ads appear when searchers search online for products and services similar to your business. However, Google ads are not limited to SERP ads and can appear as displays, while shopping, on YouTube, and more.
Take a minute to consider the sheer reach and impact of the Google network. Google processes over 8.5 billion daily searches and is the undisputed market leader in search engine services.
This influence directly impacts Google Ads results, as 63% of people have clicked on a Google ad. However, for users ready to make a purchase, that number jumps up to 65%.
Google Ads work, and if you're going to be competitive in the Google marketplace of search results, then you're going to have to join the hundreds of thousands of companies currently relying on Google ads for a stream of interested customers.
While SEO strategies create long-term ranking and establish your real estate business as a thought leader, Google Ads create quick, highly targeted leads for your business.
Some of the additional benefits of PPC ads for real estate brokers and real estate businesses include the following:
Getting your services in front of 'hot' leads, i.e., the right people. If people are looking to sell their home, move it into property management, etc., they will search for these terms on Google.
Boosting your brand awareness as some statistics show that search ads can increase awareness by 80%.
Refining your search parameters and keywords to find only appropriate leads in your local area.
Paying for advertising which is directly relevant to your business.
Now that you know they work, let's talk about some strategies real estate companies should consider for Google Ads!
We've already looked at the benefits and importance of real estate PPC ads through Google. Now, it's time to dive into some specific strategies real estate virtual assistants can apply to boost your business and increase sales.
There's no point advertising to customers in Hawaii if you're a New York-based business.
To do this, go to the location settings of your Google ad account, then hit "people in or who show interest" in your selected location. Only people in your chosen area will see the ad pop up on their SERP. The location can be set from as broad as entire countries down to a specific radius around your business area.
Negative keywords exclude search terms from your PPC ads campaign. This helps you hone in on search terms that are more directly relevant to your business. For example, if you don't want to target multifamily real estate, you can include these search terms, which will not appear in the search results.
Negative keywords lead to better quality traffic by filtering out leads that are not interested in your products or services. Plus, you're saving money by not spending on clicks that are guaranteed not to lead to a sale.
To add negative keywords, go to your ads dashboard, then in the left panel, hit "keywords," then "negative keywords" (a blue button). Next, select the add negative keywords bubble, then add your chosen negative keywords.
As a pro tip, start small, as you don't want to limit your reach, especially if you're new to Google Ads. Remember that your real estate virtual assistant can always add more negative keywords as you refine the process and do more testing.
Google runs an 'auction' on available ad space, and advertisers bid on keywords. Your VA can enter the highest amount you are willing to pay for a click on your ad. The higher the amount you bid, the higher your ad will be placed.
By bidding on top ad positions, you're bidding for your ads and keywords — and hopefully saving money on underperforming ads.
The higher the ad on the SERP, the higher the CTR (click-through rate), meaning a higher chance of conversion (turning a viewer into a customer).
Google Ads is a potent tool for business growth and lead generation — and there's a lot more that goes into it than what we've covered today.
Remember that Google Ads require time, testing, and a working knowledge of the process involved. At VPM Solutions, we're more than just a temp agency for property management or real estate VAs! We've got trained virtual assistants ready to take charge of your Google Ads campaign.
Start with a Free Company Profile, then search through thousands of skilled virtual assistants to build your remote team.
Download our free "Real Estate Virtual Assistant Hiring Kit" for resources to get started.